Former President Jimmy Carter was being interviewed by four-star admiral Hyman G. Rickover, recognized as the “Father of the Nuclear Navy.” Carter had applied to participate in the nuclear submarine construction program. The interview went well until Carter reached the door. Just as he was about to depart the room, Rickover stood from his desk across the large room and said, “One final question before you leave. In every endeavor you have ever undertaken in your life… have you always given it you very best effort?”
According to Jimmy Carter’s memoirs, he admitted that the question posed a huge dilemma. If he answered yes, Rickover would know he was lying. If he answered no, he assumed he’d be rejected for the position. He chose the truth, “No, I have not always given 100% to everything I’ve ever done,” Carter replied. Rickover looked at him then back down at his desk. “As you leave the room,” Rickover said, “think about why this is so. And please close the door behind you.”
Pride and craftsmanship
Mediocrity has become the norm in America. The pursuit of excellence is not longer high on most people’s or business’s priority list. Just call a number of businesses; after working through the automation, isn’t it true that passion, pride, and a sense of enthusiasm is lacking from most human voices on the other end?
If you are reading this blog, I am quite certain you are one who goes above and beyond to be a craftsman of your own life and your own brand. But you can’t deny that the majority of people, businesses, governmental agencies (Washington atop the list), and other entities throughout our society give a half-assed effort at best, don’t take pride in what they do, and are not in the least bit masterful in their crafts.
Mastery, by definition, is a “command of one’s abilities; great skillfulness; and expertise in some subject or activity.”
Mastery is different than perfection – it is the means to perfection. Granted, perfection is seldom, if ever achieved. Mastery, on the other hand, must always be achieved and improved upon in pursuit of the ever-elusive perfection. Mastery is doing whatever is necessary to be the very best you can be, and taking pride in doing so. It is the craft of providing unparalleled levels of service, producing the finest products, being an extraordinary spouse and parent, and living a life the same as Picasso and Michelangelo painted their paintings; with meticulous care, precision, pride, and self respect. It is the soil where the best brands germinate from. Unfortunately, most people are no longer “artists of life.”
I suggest it’s time to restore “brand mastery.”
Tom Peters: The Pursuit of “Wow”
Author of In Search of Excellence, Tom Peter’s mantra is that the workplace is becoming ever more competitive and convoluted; so we all need to make ourselves and our company stand out. The most important and effective way to stand out and create a powerful and masterful brand is by viewing our work and personal life as a series of critical projects, injecting limitless enthusiasm into each one, demanding nothing but the very best effort, and going beyond anyone’s expectation.
At the end of every day, did we do what it takes to “WOW!” our clients, vendors, subordinates, superiors, and colleagues, family members and friends? Most importantly, did we do what it takes to get that big “WOW!” for our ourselves?
I believe it is critical, in the branding process, to brand ourselves “masterful” in all we do. From serving customers, colleagues, and others to parallel parking and parenting, why not restore the idea of personal mastery? It is self-fulfilling, self-rewarding, and in our own self-interest to do so.