Marketing Manifesto II – Team Performance


dartClassic Countdown In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Oct. 1, 2009.


Shortly after I stepped into my leadership role at the American Red Cross, a member of my marketing group chose not to be part of the new team.

Her departure gave me the opportunity to recruit someone new, so I spent considerable time thinking about how to forge a strong partnership between 1) the individuals I inherited and 2) those I would select myself.

In consultation with team members that remained, I developed this list of 10 characteristics to describe the commitment, the loyalty and the engagement of every contributing member of my marketing group:

  1. We are inspired by the mission of the marketing department, knowing that our special group exists to ensure the success of the American Red Cross.
  2. As we visualize the role of marketing within the organization, we are proud to be a part of an exceptional consulting team working on projects that really matter.
  3. We value diversity within our team, knowing that each of us makes a unique contribution to the department, to the organization and ultimately to the community.
  4. We build synergy whereby the whole is greater than the sum of its parts. In so doing, we recognize the interdependence of every member of the team.
  5. When one of us succeeds, that person appreciates and acknowledges the contributions of teammates, knowing that success is often a team effort.
  6. We celebrate when another member of the team excels. After all, we know that one teammate’s success reflects positively on our entire group.
  7. When something goes wrong, we avoid pointing fingers and assigning blame. Instead, we join hands with others to seek solutions and to look for the learning embedded within the situation.
  8. We assume positive intentions on the part of others. In circumstances where there is a potential for misunderstanding, we proactively seek clarification.
  9. We are loyal to other members of the team, especially in their absence. We focus on the positive, affirming attributes of our co-workers and teammates.
  10. We always operate from an abundance mentality that seeks win-win solutions. We refuse to believe that our win implies a loss for someone else, knowing that a scarcity mentality spawns fear, competitiveness and retaliation.

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