Start With Why

WHY. A want ad might say, for example, “Account executive needed, minimum five years’ experience, must have working knowledge of industry. Come work for a fantastic, fast-growing company with great pay and great benefits.” The ad may produce loads of applicants, but how do we know which is the right fit?
    Shackleton’s ad for crew members was different. His did not say WHAT he was looking for. His ad did not say:
    “Men needed for expedition. Minimum five years’ experience. Must know how to hoist mainsail. Come work for a fantastic captain.”
    Rather, Shackleton was looking for those with something more. He was looking for a crew that belonged on such an expedition. His actual ad ran like this:
    “Men wanted for Hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honour and recognition in case of success.”
    The only people who applied for the job were those who read the ad and thought it sounded great. They loved insurmountable odds. The only people who applied for the job were survivors. Shackleton hired only people who believed what he believed. Their ability to survive was guaranteed. When employees belong, they will guarantee your success. And they won’t be working hard and looking for innovative solutions for you, they will be doing it for themselves.
    What all great leaders have in common is the ability to find good fits to join their organizations—those who believe what they believe. Southwest Airlines is a great example of a company with a knack for hiring good fits. Their ability to find people who embody their cause makes it much easier for them to provide great service. As Herb Kelleher famously said, “You don’t hire for skills, you hire for attitude. You can always teach skills.” This is all fine and good; the problem is, which attitude? What if their attitude is not one that fits your culture?
    I love asking companies whom they like to hire, and one of the most common answers I am given is, “We hire only passionate people.” But how do you know if someone is passionate for interviewing, but not so passionate for working? The truth is, almost every person on the planet is passionate, we are just not all passionate for the same things. Starting with WHY when hiring dramatically increases your ability to attract those who are passionate for what you believe. Simply hiring people with a solid résumé or great work ethic does not guarantee success. The best engineer at Apple, for example, would likely be miserable if he worked at Microsoft. Likewise, the best engineer at Microsoft would probably not thrive at Apple. Both are highly experienced and work hard. Both may come highly recommended. However, each engineer does not fit the culture of the other’s company. The goal is to hire those who are passionate for your WHY, your purpose, cause or belief, and who have the attitude that fits your culture. Once that is established, only then should their skill set and experience be evaluated. Shackleton could have had the most experienced crew money could buy, but if they weren’t able to connect on a level much deeper than their ability, their survival would not have been a foregone conclusion.
    For years, Southwest didn’t have a complaints department—they didn’t need one. Though Kelleher rightly talked about the need to hire for attitude, the airline in fact deserves more credit for hiring the good fits responsible for providing great service. Kelleher was not the only one making the hiring decisions, and asking everyone to simply trust their gut is too risky. Their genius came from figuring out why some people were such good fits and then developing systems to find more of them.
    In the 1970s, Southwest Airlines decided to put their flight attendants in hot pants and go-go boots as part of their uniforms (hey, it was the 1970s). It wasn’t their idea; Pacific Southwest, the California-based airline after which Southwest modeled itself, did it first, Southwest simply copied them. Unlike Pacific Southwest, however, Southwest figured out something that would prove invaluable. They realized that when they recruited flight attendants, the only people who applied for the job were cheerleaders and majorettes. That’s because they were the only people who didn’t mind wearing the new uniforms. Cheerleaders and majorettes, however, fit in perfectly at Southwest. They didn’t just have a great attitude, their whole