While I ran GLG we surveyed hundreds of thousands of customers and experts about what they wanted to know, what they wanted to teach, and why. But one time, about 13 years after we started the business, we asked some new questions. First, we asked customers and experts to share a tagline that represented the company. The word research always came up. Lines like “the ‘special forces’ of research.” Research, research, research. But then we asked a different question. What do you love most about the company? The word research barely came up! In more than 10,000 responses the word research came up less than 5% of the time. What words did come up? Learning and teaching! Both customers and experts even took the time to describe great learning moments. “Yesterday I was on the phone with a captain of a deep-sea tuna fishing boat and he was teaching me about the challenges he faces with storms and the pros and cons of different GPS systems.” Or, from an expert, “I just didn’t realize how much I actually know about finance – in particular how to make a financial plan for a company. I’m just a CFO. But I hadn’t realized that I’m actually a great teacher. Thank you for that!” What a moment, when you realize that that service you ostensibly provide – research – isn’t the heart of what makes your customers happy. Moral of the story? Maybe two. Teaching and learning create joy. But also make sure you understand the source of the joy you’re aiming to create for your customers.
One of my favorite places I’ve ever worked Alexander Saint-Amand. After five years of selling to and growing our largest life sciences customers, you brought me into your office and asked me to pivot for the next year on going after all the people who had told us no. And we did it successfully. Thank you for betting on me, I’ll never forget it. Thank you and Mark Gerson.
Great story. In a time when learning is so important to our future, it makes me smile to remember how much joy there was internally and across the GLG network about learning. That’s the spark we need everywhere in learning from corporate to K12 and university. Maybe even government. :)
The words “I just got off the most interesting call” have only been uttered by someone who just learned or taught something 💯
Great points here Alexander. For me, teaching and seeing the “ah ha” moment for my patients is the moment that keeps me going on the tough days in clinic.
You sound like a real ‘marketer’ in the best sense of it! :)
I couldn't agree more, Alexander. Thanks for this post.
That's a great point!
Very well said
Senior Market Relationship Director/KPMG Advisory/ex-GLG
1mo#GLG launched my career in consultative business development and positioned me for success. I made some of my best pals there and learned from some of the brightest minds in the business - and the camaraderie was special. Alexander Saint-Amand Mark Gerson Thomas Lehrman Aaron Liberman gave me my shot, an opportunity - and I went for it - a great 10 years at a company that still leads the way in the global insight network space.