Unsolicited Marketing Advice

Marcus Buckingham has challenged the common concept that one should "build around your strengths and manage around your weaknesses." In his presentation to the 2007 Willow Creek Leadership Summit, Buckingham expanded on the concept of developing an individual's strengths that has been the focus of his recent books.

While most people believe one will be more successful by fixing their weaknesses rather than building on their strengths, Buckingham claims the opposite is true. The Gallup poll that identified this sentiment only shows most people think it's a "remedial world," he said (apologies to Madonna).

Buckingham claims the only way to improve is to study excellence. A strength-based approach to personal and organizational improvement is better than one focused on trying to identify the opposite of failure (the opposite of bad is only "not bad," he quipped). As examples, he cited the new field of positive psychology, as well as the Purnell School. The latter, a school for girls with learning problems in Pottersville, New Jersey, has developed an "affinity program" to help identify and build on individual strengths.

It is not surprising that people focus more on weaknesses than on strengths. In fact, a survey showed that people only spend only 17 percent of their days on activities that play to their strengths. Buckingham presented three myths to show the importance of concentrating on strengths as part of our personal, professional and organizational development plans:

MYTH: As you grow, you personality changes
TRUTH: As goes grow you become more of who you already are. The challenge is how to channel your strengths. The goal is to lead where you are.

MYTH: You'll grow most where you're weakest.
TRUTH: You'll grow most where you're already strong. When your child brings home a report card with all A's except for one F, you would do well to talk about the A's. You don't talk about the A grades to say, "Jolly good, well done." Instead you talk about the A grades to determine why they're succeeding in those areas so you can apply that to the area getting "F" grade.

MYTH: A great team member puts his strength aside for the team.
TRUTH: What your team needs is for you to take yourself seriously enough to determine where to volunteer your efforts the most.

Buckingham recommended several ways to identify your strengths:

• Take an assessment like "Strengths Finder" or Myers Briggs, or DISC
• Learn to talk about you strengths without bragging and your weaknesses without whining. As you verbalize it will help you clarify as well.
• Create a list of activities as you do them during the week. Then record each on a sheet with two columns. Label the left column "I loved it" and the right column "I loathed it."

You can use the acronym "Sign" to know what a possible strength is. However, just because you are "good" at something might not mean it is a strength. How an activity makes you feel will drive if you get better at it, and thus might indicate a strength. On the other hand, you may enjoy something but not be that good at it (that's called a hobby):

S-Success - what you feel effective at (not just "good").
I-Instinct - things you look forward to.
G-Growth - things that you enjoy learning or doing. You lose track of time doing these things.
N-Need - things that fulfill a need.

After you have list, pick the three strongest ones and write a strength statement for each: "I feel strong when…" These should be drawn from your experience and specific. Then, change something in your routine each week. Put together a "Strong Week Plan" to push yourself toward your identified strengths.

We are each responsible for identifying and developing our strengths so that we become better leaders – to help achieve our personal and professional missions.

Books & Resources by Marcus Buckingham

Go put your strengths to work
Now discover your strengths
First break all the rules
One thing you need to know
Free, six-week podcast program on iTunes