Win“Win is designed to be an unprecedented examination of effective communication in America today as told by America great communicators.”

This is how Dr. Frank Lutz starts of his new book:  Win – The Key Principles to Take Your Business from Ordinary to Extraordinary. I picked it up on Sunday at Borders’ going out of business sale along with several other business books.

I just started reading the book and thought I would summarize it for you and add in my own humble insight as well along the way. Like many books of this sort, there is nothing new here. What it does, though, is it challenges you if you have a desire to win at a level that few people do. It’s really got my juices flowing again and I am only partway into chapter two. Thank you, Dr. Luntz, for your insights and skillful presentation.

In chapter one, Dr. Luntz asks two great questions:

  1. How badly to you want to win?
  2. Are you willing to do what it takes to move for the ordinary to the extraordinary?

Pow! He had me.

The first chapter is focused on the definition of winning. Pulling from 20 years of research, Dr. Luntz states that there are 15 universal attributes which he believes separates the genuine winners from everyone else.

The ability to grasp the human dimension of every situation
The ability to know what questions to ask and when to ask them

  • The ability to see what doesn’t yet exist and bring it to life
  • The ability to see the challenge, and the solution, from every angle
  • The ability and the drive to do more and do it better
  • The ability to communicate their vision passionately and persuasively
  • The ability to move forward when everyone around them is retrenching or slipping backward
  • The ability to connect with others spontaneously
  • A curiosity about the unknown
  • A passion for life’s adventure
  • A chemistry with the people they work with and the people they want to influence
  • The willingness to fail and the fortitude to get back up and try again
  • A belief in luck and good fortune
  • A love of life itself

After reading this list you say, “That makes a lot of sense. There’s nothing there I haven’t heard a million times before!” But the question is this: How many of these attributes can you confidently say you have? Or, barring that, how many of these characteristics are you working on and trying to learn? If you’re like me, it is easy to fall into the day to day hum drum of life and become self-absorbed, focusing only on ourselves and making ourselves better. If you read the list again you will see that many of the attributes are about connecting to others, about finding the needs of others and delivering it to them. This is an age-old principle written about by many in the past.

Tom Harrison, CEO and Chairman of Diversified Agency Services said in the book, “As long as I can keep my ears wide open, and my eyes wide open, and literally understand every word that they are saying, then it’s about them. The moment I translate it, it becomes about me – and that’s why others fail.”

I loved this quote! How true is it, and yet how many of us really live this out? What if more of us lived this out daily, what would happen to our respective spheres of influence?

I am looking forward to going deeper on these and the 9 P’s of winning he lays out in chapter two. It should be a fascinating and exhilarating journey. Join me.

What do you think of the list – which ones do yo want to work on? Let me know your thoughts.