Review of the book I. Mann "Number 1", the publishing house "Myth", 2014
He is called the guru of Russian marketing. What is the path he went to deserve this "title"? In 2000, he began working in Austria as Avaya's marketing director for Central Eastern Europe, the Middle East and Africa, responsible for marketing in 68 countries. He was the only Russian speaker at the first international marketing forum, which was held by Philip Kotler in 2012. And so on.
Is it possible to repeat his success in another area? He gave answers in his next book, consisting of purely practical recommendations on the topic "how to achieve success, to become the first number in any field." It's about the book by Igor Mann "Number 1".“Does everybody have to become number 1? Probably not. Someone is deprived of ambitions, someone has bad starting conditions. Someone is not lucky. But the movement to number 1, work in this direction, especially work on development and results will make you better. "
Movement to success according to I. Mann is a five-step path.
Let's look at this algorithm in more detail.
Step 1. Purpose
“Aim” should be as ambitious as possible. The goal to become number 1 is worthy.
The main advice here is: "... it would be good if the goal was formulated using the SMART model (an abbreviation for specific is specific; measurable is measurable; attainable is achievable; relevant is significant; time-bounded is correlated with a specific term)."
Step 2. Audit
To conduct an audit of yourself, you need to “drive” your personality through the filter of “fitness” to the great goal. The most important points to consider are: your initial data (from nature), your image, support for the inner circle (do you have it? Do you need it), the choice of a mentor, good luck (well, if she accompanies you, but not she decides everything, the main mantra is here: work, study, work, study - and quantitative changes will turn into qualitative ones), self-motivation and, finally, the question of when to start (you need to be realistic: time and age matter, therefore you should start moving towards a big goal need as early as possible).
By the way, there is a list of what brands, clothes, shoes and portfolios you need to wear to become No. 1. But this is at the mercy of the reader: listen to the advice of the gurus of Russian marketing or remain a normal person in this matter.
Step 3. Development
If we have already set a big goal, we will have to constantly and systematically engage in personal and professional development. Here, the new mainland, Igor Mann does not open. Here is the checklist for which you need to verify your personal skills:
- ability to speak;
- ability to listen and hear;
- negotiation skills;
- Sign Language;
- ability to speak in public;
- the ability to be always in touch;
- good writing skills;
- Foreign language skills;
- good manners, respect for etiquette;
- the ability to quickly and read a lot;
- time management;
- the ability to keep a word;
- ability to say "no";
- the ability to delegate;
- the ability to bring things to the end;
- ability to motivate;
- ability to take a punch;
- the ability to accelerate;
- ability to focus, concentration;
- ability to keep pace, energy;
- ability to say "thank you";
- ability to hold meetings and participate in them;
- the ability to take new and change;
- ability to understand modern technologies and use them;
- the ability to sell ideas;
- sense of humor and optimism.
Step 4. Results
To achieve high results in what you do - the item is required. Without "records", achievements, first-class projects and results you are definitely not number 1.
Results are measured by career achievements, successful projects, and finally, money. There are also indirect indicators, where money does not appear in an obvious form - these are signs of public recognition.
Step 5. Promotion
To think about advantageous positioning of oneself, about what will help to “light up”, etc. - important. Well-thought-out rules for promoting oneself should be, although it is, according to Mann, not a decisive success factor.
Money in life is not important?
It is difficult to imagine that someone will seriously adopt the advice of Igor Mann in order to achieve heights in an area unrelated to the business environment. Although the author is convinced that his algorithm works in all areas, in fact, this is unlikely. Thus, the algorithm proposed by the author is probably the most interesting tool for those who recognize: money is an accurate “indicator” of measuring personal performance and success.
“Of course, the main result in business is money,” Igor Mann writes. “How much you earned and how much you saved for others. How much you did.
Do not be worth the money. Remember Sergei Polonsky's famous phrase about a billion? Be prepared to say how much you are worth, how much money you can bring, or how much you can save.
You should not think that external attributes (expensive car, expensive brands of clothes and shoes, mega-expensive watches and accessories) are clear proof of the money earned.
I want to upset.
Showy luxury is a bad indicator of achievement.
In the West, this is not fashionable - it is not becoming fashionable with us either. "
And although money is not worth the money, they still remain the main motivating driver in the system of Igor Mann:
"Imagine the scales, on one - even the right - more often status # 1 and all that is attached to it: fame, popularity, fame, recognition, acquaintances, opportunities, incomes ...
On the other, left bowl - everything that needs to be done for this (personal and professional development, work on oneself, demonstration of results and achievements ...).
And now you put more and more on the left bowl of development and results ... it goes down, and the bowl of status and benefits rises up ...
Is your right bowl upstairs? Are you upstairs? Here you have all the motivation and self-motivation.
Not outweighed? Then I am powerless. Stay down. "
The problem is that the attitude to money in the Russian mentality is rooted in something else: yes, money is good, let it be, but it’s difficult to take seriously the fact that it depends on you how much money you have. Money is like manna from heaven for a Russian person, it comes out of nothing, like a miracle: a white Mercedes drove through a hole in the sky, distributed three rubles for everyone, and drove past. But to consider them as a tool for measuring one’s own personal capabilities, as a kind of indicator of proactivity is not typical of us.
It is difficult for us to accept the simplest in a proactive world view: the overwhelming importance of career growth and the measurement of success in monetary terms. We certainly need an answer to the question: no, well, what is the point of all this in what?
Not everyone is convinced by the slogans:
"Where there are a lot of those who have already become No. 1, life is better - look at the US. Let us catch up again and overtake America."
Forward! Full speed ahead! Go!"
Money is paper, and there is doubt that paper can inspire. What is the true motivation of the unsociable Petersburg mathematician Grigori Perelman, who proved the Poincaré conjecture? Maybe it is generally explained by the "chemistry" in the body: well, that person cannot not do the work for which he has a soul, and that's it. And the attributes of wealth and recognition do with it. Motivation is an amazing thing: it either exists or does not exist. Sometimes, honestly, it seems that for the Russian language it is generally a foreign concept.
The author simplifies the scheme. Unfortunately, or perhaps fortunately, the world is not simple. And the people who really have the potential to become the first in something, do not reduce to this simplicity.