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 Last
month's newsletter was the first of a two-series
article showing parallels that exist in business today with the
Wright Brothers quest for flight.
Recently
I stumbled upon a television documentary that caught my attention.
It described the struggles that the Wright Brothers experienced
in their attempt to achieve flight. The parallels between their
struggles and the struggles in business today are striking. Deciding
to dig a little deeper, I read To Conquer the Air: The Wright
Brothers and the Great Race for Flight by James Tobin. Reading
the book, I was able to identify fifteen attributes
applicable in business today, as proven successful for the Wright
Brothers 100 years ago. In the last newsletter the first
seven were described; here are the rest of them:
8.
The Wright Brothers took a very practical approach to their
project.
Once the craft was in balance and the brothers felt they were in
control during flight, only then, did they go to the next step and
begin work on an engine. To me, this is a critical point of the
story. Samuel Langley, who was also working on a flying craft at
the same time, spent ten years, and tens of thousands of government
and private funds developing an engine for his craft. The Wright
Brothers, on the other hand, pursued this endeavor only when the
time was right. When they were ready to add the engine, they simply
gave Charlie Taylor (their bicycle shop mechanic) basic specs. Taylor
had the engine assembled and ready to mount in three weeks!
The message we business owners today can draw from this is clear!
We should resist wasting effort and resources on equipment and supplies
before they are needed. Even then, you must be sure your purchase
will have a positive impact on your business before any investment
is made. Be sure you have "balance and control", so to
speak, before proceeding to the next step.
9.
They were able to find renewed energy from review and reflection.
 At
one point, the project was stalling and in danger of being shelved.
The brothers felt the project was a lost cause, and decided to quit.
Before long, Wilbur was invited to speak to an Engineering Society
in Chicago about the world of aeronautics. Wilbur prepared his talk
by reviewing past notes and reflecting on all of the brothers' progress
to date. Not only was his talk enthusiastically received, it also
gave Wilbur the "kick-start" he needed to keep going.
The brothers were inspired to continue, and pursued the project
from that point forward with renewed energy.
As business owners, we too must reflect and review, in the form
of annual or quarterly business plans. Businesses often fail because
the owner or its top leaders quit. Nothing can inspire us more or
provide new energy like progress reviews and planning sessions.
Reflecting on past accomplishments and other high points can reinvigorate
business owners who are discouraged by an apparent lack of results.
Such reflections can provide a spark for renewed vigor, and give
us the stamina we need to continue.
10.
They were engaged in the project for the right reason.
Fame and fortune was far from the Wright brothers' primary motivation.
They truly believed they were working for the betterment of mankind.
There are an abundance of business owners today who work only to
make money. Genuine satisfaction, however, is likely to elude them.
There will never be enough money to satisfy this quest. On the other
hand, business owners who are concerned with "adding true value"
with their services will be far more gratified in their work than
those motivated strictly by greed. Building a business from the
ground up can be enormously rewarding and great fun. There simply
is not enough money to be made for money to be the sole objective.
11.
The scientific community took them seriously; the local community
did not.
 The
brothers did not waste effort polishing their image for the local
community. They knew clearly what their objectives were and stayed
the course. The scientific community took great interest in what
the brothers were doing and in the progress they were making.
The prevailing wisdom being preached today is "know your competition".
The business community could be better served, however, by following
the Wright Brothers' philosophy: Focus on being the best. Forget
about the competition. Let the competition watch you! Companies
that become industry leaders do so by focusing on achieving positive
results for their clients. This cannot be accomplished by simply
chasing competitors.
12.
They did not put the project at unnecessary risk.
Even though they knew they could fly higher, the brothers did not
succumb to the temptation. They stayed close to the ground. Only
after they were confident in their mastery of balance and control
did they choose to fly higher, and then only to gain credibility
for the project. They knew that a crash resulting in loss of life
would have ended the project.
This must be high on the priority list of individual business principles.
This is not to say we shouldn't take risks, but that we shouldn't
take unnecessary risks. An unnecessary risk is one that could
cause your business to come crashing down. It is not uncommon for
business owners to take unnecessary risks, rather than opting for
more sound entrepreneurial practices. Years ago, before starting
my own company, a construction business owner bragged that he put
"everything on the line everyday". If an owner of a business
must survive under that principle, I would suggest they save themselves
trouble and effort by simply going to the racetrack or by becoming
a day-trader; the long-term results will no doubt be similar.
13.
They were able to demonstrate credibility of project success
with words alone.
Live demonstration was not necessary. Once their grasp of aeronautics
was sound, the brothers were able to express it with confidence.
British Lieutenant Colonel John Edward Clapper, leader
of the British Army Balloon Division, paid a visit to the Wright
Brothers during a very tight travel schedule. He only had time to
visit with them over breakfast. The British Officer came away from
that meeting absolutely convinced that the brothers could fly. He
commented, "One could not help being impressed with the absolute
honesty, sincerity and self control". The brothers' enthusiasm
and genuineness gave them the credibility necessary to convince
their visitor. There was no need to demonstrate to make their point.
Clients often tell me they must demonstrate their expertise to decision-makers
in order to close the sale. This simply is not true. The right message,
communicated with the right passion, oftentimes proves just as successful.
The true litmus test of a message is the ability to close the sale
over lunch, or better yet, over the phone. One or two visuals can
be helpful for those who must see a picture. This can be done via
a web page or be on hand for face-to-face meetings. One word of
caution: Do not waste money on expensive brochures, flyers or multi-sheet
folders to enhance your message. One or two re-usable visuals carried
in your notebook or brief case will suffice. Some prospective clients
will find the visuals helpful and study them intently. Others will
not need them. A well-constructed and passionate message can be
communicated effectively either way.
14.
Their best dividends came from seeking more knowledge.
Samuel Langley knew his craft was not properly air-worthy, yet for
20 years, he refused to wrestle with the core problems. The Wright
Brothers worked tirelessly, solving one problem at a time.
As business owners, it is tempting to "compartmentalize"
real problems and to avoid investing time to find real, lasting
solutions. Problem solving can be frustrating and difficult. Yet,
problems will continue to surface, often at ill-timed moments, until
they are properly resolved - forever.
15.They
handled conflict productively.
 The
brothers argued frequently, often heatedly. Nevertheless, these
conflicts never became personal, and were used positively in the
problem-solving process.
I would suggest that conflict is not only healthy, but also necessary.
Business leaders must leverage this conflict in a positive way.
Conflict can become unhealthy if it is not managed properly or is
allowed to get out of control, and ill feelings allowed to fester.
Business can only benefit when the members of the team challenge
one another in positive ways.
If
you would like to learn more about the Wright Brothers, here is
a link: First-to-Fly
Jim
Mullaney is President/CEO of EDOCService, Inc. He can be reached
at (513) 829-7101, or e-mail him at Jim@edocservice.com.
The EDOCService website can be found at www.edocservice.com.
EDOCService,
Inc.
www.edocservice.com
Focused
Marketing for Qualified Leads
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for Less than the Cost of a Part-Time Employee!"
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