A good question to ask is: If this person were not already at the organization, would I recommend that another team hire him or her knowing what I know? Sarah, the employee who struggled with operating independently, was not somebody who I could see being successful anywhere within the company.

Nothing is more maddening than hearing teams debate whether a certain idea is applicable in a business-to-business or business-to-consumer engagement. In the end, we’re all in the same business: people to people. None of us sell to companies; we deal with the people (consumers) inside these companies, who have the same motivations, challenges, and emotions as any other person.

... Browne wondered:

1. How can we expect our employees to be extraordinary and differentiate the company if we use the same hiring and onboarding methods as competitors?

1. What characteristics describe our ideal workforce that our competitors could not or would not use to describe theirs?

1. Who/Where are your (juicy red) core customers?

1. What are you really selling them?

1. What are your three Brand Promises?

1. What methods do you use to measure whether you’re keeping those promises? (We call these the Kept Promise Indicators, a play on the standard definition of KPIs.)

• What is the essence of what the company stands for?

• How is it really different from its competitors?

• What do the people who are most successful share in common?

• What are the common traits among those who have failed?

• Who are the five most respected people in the organization and why?

• What are the characteristics of the organization’s failures or missed opportunities?