How to create lasting growth in your business, community, and team

I had the opportunity to watch Jeff Henderson speak at a John Maxwell event last year. A best-selling author who was named by Forbes magazine as “one of the 20 speakers you shouldn’t miss,” Mr. Henderson was very dynamic, touching on topics that resonated with my endeavor to be a better leader and human. As a result, I purchased the book, Know What You’re FOR: A Growth Strategy for Work, An Even Better Strategy for Life, by Mr. Henderson. I first listened to the Audible version of the book on one of my long car journeys across North Dakota, but now it’s on my Kindle. I also own a hardcover copy. Yes, it’s that good!

ESSENTIAL QUESTIONS

The premise of this book is simple. It asks: What are you known for? What do you want to be known for? As leaders in our practices and communities, these are essential questions to grow our businesses. We can be FOR our customers, our communities, and our people.

One point Mr. Henderson makes: Too often, companies forget the social in social media. I often see businesses advertising sales or new products. Social media posts like this have very little engagement. But when customers/patients tell their stories about a business or service, people interact more socially. For example, InfantSEE advertising has taken on a life of its own in our office. Several years ago, we started posting pictures of our little people, with permission, including a sign saying it was their first eye exam.

Those posts are often shared several times. Aunts, uncles, grandparents, and parents like to show off their cute little people. Parents have even called the office if we haven’t been quick enough to post the photos on social media. They want little Johnny profiled. So, we are doing something for our patients, and they, in turn, are marketing our practice for us.

THE TEAM CONNECTION

Further, Mr. Henderson talks about being FOR your team. Specifically, showing appreciation consistently, checking in with team members, actively listening, and expressing gratitude are ways to enhance the culture of our practices. Why is culture so important? A positive culture shows a caring attitude for your team.

If your team feels cared for, they will care for the patients and the business. As a result, team members are one of the most important forms of marketing and business growth. Organizations don’t grow by themselves. The people in the company are instrumental in their development.

So, I’ll ask again. What are you known for? What do you want to be known for? When those questions align with the same answer, we can say we’re well on our way to creating lasting growth in our business, community, and team.

I finished listening to this book at 9 p.m. on a Friday. At the end of the Audible version, Mr. Henderson gives his cell phone number, encouraging listeners to send him a text message about what they’ve learned from the book. Really!

So I did just that. About 15 minutes later, I received a text message from Mr. Henderson, thanking me for the comments and saying he was #FORDori. As I’m writing this, I can’t help but think the world could use a little more #FOReveryone. What are you FOR? OM

DR. CARLSON was the first woman to serve as president of the American Optometric Association. Most recently, she was a 2019 recipient of Women of Optometry’s Theia Award for Leadership. In addition to her optometric leadership, Dr. Carlson is a 2020 graduate from the University of Jamestown, with a Master of Arts in Leadership, as well as a John Maxwell-certified speaker and trainer.