If you are looking for a book that will challenge your assumptions and beliefs about how to succeed in the competitive world of business consulting, you might want to read “Getting Naked” by Patrick Lencioni. This book is a business fable that illustrates the principles of “naked service”, a radical approach to building trust and loyalty with clients.
What is the book about
The book tells the story of Jack Bauer, a rising star at a large and prestigious consulting firm called Kendrick and Black. Jack is assigned to oversee the integration of a small boutique firm called Lighthouse Partners, which Kendrick and Black has just acquired. Lighthouse Partners has a reputation for being able to win and retain clients that Kendrick and Black cannot, despite having fewer resources and less expertise. Jack is curious to find out what makes Lighthouse Partners so successful, and he decides to shadow some of their consultants on their client engagements.
As he observes them in action, he is shocked and puzzled by their unconventional behavior. They seem to do everything that goes against the conventional wisdom of consulting. They admit their ignorance, ask dumb questions, make suggestions instead of giving answers, acknowledge their mistakes, and even tell their clients when they don’t need their services. They also don’t worry about protecting their intellectual property, selling additional work, or pleasing everyone. They call this approach “getting naked”, meaning being vulnerable and transparent with their clients.
Jack initially dismisses their methods as naive and risky, but he soon realizes that they are actually very effective. He sees how their clients appreciate their honesty, humility, and generosity, and how they develop a deep level of trust and loyalty with them. He also sees how their consultants enjoy their work more, have less stress, and have more fun. He begins to question his own assumptions and practices, and wonders if he can learn to adopt the naked service model.
Reasons to read this book
You should read this book if you want to learn how to:
- Build lasting relationships with your clients based on trust and respect
- Differentiate yourself from your competitors by providing more value and service
- Overcome the fears that hold you back from being more authentic and vulnerable
- Increase your satisfaction and fulfillment in your work
- Have more fun and joy in your interactions with your clients
- This book is not only relevant for consultants, but for anyone who provides any kind of service or advice to others. Whether you are a lawyer, an accountant, a coach, a teacher, or a leader, you can benefit from applying the principles of naked service in your work.
What are some of the lessons I learned from it
Some of the lessons I learned from reading this book are:
- The three fears that sabotage client loyalty are: the fear of losing the business, the fear of being embarrassed, and the fear of feeling inferior. These fears cause us to avoid being vulnerable with our clients, which prevents us from building trust and loyalty with them.
- To overcome these fears, we need to practice three principles: always consult instead of sell, give away the business, and tell the kind truth. These principles help us to focus on serving our clients’ best interests, rather than our own.
- Always consult instead of sell means that we should not try to persuade or manipulate our clients into buying our services or products. Instead, we should try to help them solve their problems or achieve their goals by asking questions, listening, understanding, and making suggestions.
- Give away the business means that we should not try to protect our intellectual property or hoard our knowledge. Instead, we should share our ideas and insights freely with our clients, even if it means that they might not need us anymore.
- Tell the kind truth means that we should not try to avoid conflict or please everyone. Instead, we should be honest and direct with our clients, even if it means telling them something they don’t want to hear or disagreeing with them.
By following these principles, we can demonstrate our competence, integrity, and care for our clients. We can also show them that we are not afraid to be vulnerable with them, which makes them more likely to trust us and be loyal to us.
This book may be purchased online following below link.
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