Hustle as a Strategy
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The day was April 17th, 1997 and I took an elevator ride that would change my life.
Mark Christopher was a very senior and well-respected broker at Cushman & Wakefield, and I was – well, I was wet behind the ears. I had been in the real estate business less than two years and I was banging my head against the wall cold calling small industrial tenants in a grungy Atlanta industrial submarket.
I was beginning to make some traction, but like so many young people in our business I had a strong fear of failure and an unhealthy case of self-doubt.
We both walked to the office elevator right at 7:30 PM on that Thursday. I’m sure Mark had had a long day. At that time, I didn’t know him as a person, but I sure as heck respected his reputation. When we boarded the elevator, he looked right at me and asked how it was going. I said with a little too much enthusiasm “Busy!”
Mark smiled and said with intensity, “Ken, but are you GOOD busy?” I didn’t really know how to respond, because I was working so hard, I felt I was doing the right thing every day. I thought about the many administrative tasks I had done that day and I stammered, “I’m not sure what you mean.” The doors opened, and we got off the elevator.
He stopped in the lobby and again looked right at me with a brilliant smile and a piercing gaze and said, “Come by my office in the morning. 8:00 A.M. sharp.”
Thus, began a mentor relationship that completely retooled my way of thinking. I quickly transitioned from industrial tenant rep to office. Mark let me sit in his office and just listen to him talk to clients. I was in heaven. His trust in me did wonders for my self-confidence.
His unwarranted kindness in spending time with me is something I think about often. I will be attempting to pay forward his investment in me for the rest of my life.
Fake Busy
In our short time together, I learned much from Mark Christopher, and I want to share two formative lessons here today.
On our first day together, Mark sent me a copy of a September 1986 Harvard Business Review Story entitled “Hustle as A Strategy.” The article posited that, “…A vision is only as good as the energy, resourcefulness, and professionalism that combine to service every customer and every new opportunity every day.”
As I’ve thought about this piece and Mark’s wisdom over the years, I’ve learned to question myself about “Fake Busy” vs. “Good Busy.” Because we are performing a lot of tasks every day, and because we call ourselves busy does not mean we are being productive.
Clarity about where you are headed is essential so you can say “no” more often than you say “yes” to non-mission critical tasks. Don’t allow “fake busy” to give you comfort. Hustle in the wrong direction is not hustle at all. Plus, I think saying “no” is a true super power that so many do not possess.
Provide Exceptional Service
The second lesson is simple on the face of it: be a true service provider. Provide excellent, amazing service and clients will remember. In a word….hustle. As a tenant rep, my mission is to help others with their mission and to do so with a huge bias towards action.
Here are four specific things that I focus on in client relationships:
1) The digital nod. I acknowledge client’s emails within ½ a day even if I need to work to get an answer. They are trusting us with an important relationship, and I want them to know I am listening and responding as quickly as humanly possible.
2) Call them before they call you. When working on an assignment I don’t want the client to have to call me to ask how things are going. I call them frequently when we have meaningful updates to report. Sometimes I just call to chat and say hello. Relationships matter.
3) Do the lifting. Manage the meeting notes, offer to create presentations to more senior management and to boards of directors. Deliver value by supporting the client.
4) When sending proposals and financial runs I work to give an honest opinion as to what the data means. They are hiring you because you are an expert; so, share your expert opinion.
In short, the client should be delighted to work with you. We have done our jobs when our client gets bonused, promoted or complemented internally. It’s all about our hustle to help them with their hustle.
Planning is great, but hustle, and massive action is required to win a football game or develop a true business relationship.
A postscript: Sadly, Mark Christopher died a year after our elevator ride from an aggressive form of cancer. He was 42. He left behind a wife, two kids and a devastated mentee. I think of him often. And I try to honor his memory by repaying his investment in me to those young in their career.
Helping others is hustle too. And I know I have a sacred duty to do so.
I hope Mark can somehow hear this, and I hope is smiling his brilliant smile. Mark, I am trying hard to be GOOD busy. Every. Single. Day.
