PPB February 2020

Kirby Hasseman's new book, The Give First Economy, supports the belief that the best businesses, salespeople and organizations are stronger when they give first. By giving first—in other words, by adding value upfront—companies build a foundation and provide something of worth before asking for the sale. He says the power of relationships has changed; businesses need to pull customers in, help educate and entertain them, and build trust and show integrity before a product or service is purchased. His book thoroughly explains the what’s and why’s but, more importantly, it details how to do this. Many people would agree with Hasseman’s theory of adding value but don’t know how to connect the dots to move an idea into action. This article, based on the book’s second chapter, Give Out Joy, discusses the first step to get started—thinking differently. W hat are some things I can start doing right away to stand out in this climate? Great question. My goal is to dig into some real things you can start doing today to impact your business, your organization or your personal brand. These techniques work. They are actionable. And hopefully, they are a bit inspiring. But be forewarned, these are going to seem like common sense. They will seem simple. But here is a very important secret: simple is not the same as easy. There are so many things in life that are easy to diagnose. But just because they are simple to point out, does not mean they are easy to execute. That’s why it’s always easy to tell people what they should do to fix their issues. Solutions are often simple … not easy. That’s why this is one of my favorite quotes in the world: “The greatest distance in the world is the distance between ‘I know’ and ‘I do.’” When I talk about these principles, I always like to take some time here. That’s because at some point during this journey, you will inevitably say, “Yeah … I know that.” I know you do. The problem is, most of us are not executing on these principles—at least not consistently enough. The rules are changing; they are rewarding businesses and organizations that do things the “right way.” Giving first helps you stand out in a crowded marketplace, and it can make a very large world feel small again. by Kirby Hasseman Success In The Give-First Economy 70 | FEBRUARY 2020 | THINK