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Building	Loyalty	Into	
Performance	Commitment	–		
The	Foundation	of	Trust	
Elemica	Excite	2015	
19-20	October	-	Philadelphia	
Art	van	Bodegraven	
Managing	Principal,	van	Bodegraven	Associates	
Founding	Principal,	Discovery	Executive	Services	
Chief	Design	Officer,	The	DES	Leadership	Academy
Core	Premises	.	.	.	
•  We	have	entered	an	age	of	collaboration	
•  True	collaboration	is	not	possible	without	trust	
•  Trust	must	be	in	an	organization’s	DNA	to	last	
•  Building	trust	behavior	begins	within	–	with	associates	
•  Lessons	learned	with	associates	translates	to:	peers,	
					customers,	suppliers,	C-suite
Decide	How	You	Value	People	and	Relationships	
•  Replaceable	Parts?		Commodities?	Valuable	Assets?	
•  Sustainable	change	–	for	results	
•  Engaging,	recognizing,	rewarding	
•  Risks	&	rewards
Tools	&	Techniques	
•  Start	on	Day	One	
•  Communicate	
•  Involve,	challenge,	acknowledge	
•  Leverage	skills;	fill	gaps	
•  Spontaneity,	authenticity,	visibility	
• Understand	what	makes	them	tick!
Background	
Decades-old	search	for	differentiators	
	Type	“A”	personality	
	Right	brain/left	brain	
But,	the	wiring	is	complicated
Brain	System	Functions	
Neocortex	
•  Reason	
•  Language	
•  Thought	
•  Sensory	
•  Motor	commands	
Limbic	system	
•  Memory	
•  “Fight	or	flight”	
•  Emotion
Options	&	Alternatives	.	.	.	
1.  Myers-Briggs	(Personality	Style)	
2.  Keirsey	Temperament	Sorter	(Personality	Style)	
3.  DISC	(Communications	Style)	
4.  Herrmann	Brain	Dominance	Instrument	(HBDI)	(Brain	Physiology:	
Communications,	Personality,	&	Behavioral	Impacts)	
5.  FIRO-B	
6.  Thomas-Kilmann	Conflict	Mode	Instrument
Myers-Briggs	
MB	Type	Indicator	
4-letter	profile:	
					Extroversion	
					Introversion	
					Sensing	
					Thinking	
					Judging	
					I	Ntuitive	
					Feeling	
					Perception	
(ENFP)
Keirsey	Temperament	Sorter	
•  Similar	to,	parallel	with	MBTI	(16	discrete	types)	
•  Focus:	Observable	behavior	vs.	feelings	
•  Artisan:	Operator,	Entertainer;	Guardian:	Administrator,	Conservator;	Idealist:	Mentor,	
Advocate;	Rational:	Coordinator,	Engineer	
•  Abstract	vs.	Concrete;	Cooperative	vs.	Pragmatic;	Directive	vs.	Informative;	Expressive	
vs.	Attentive	
•  Other	versions	sometimes	simplified	to	a	4-box	type	suite
DISC	
•  Business-oriented;	broadly	
applicable	
•  Many	versions;	
evolutionary	development	
•  Also	DiSC	(same	thing)	
•  Dominance,	Inducement,	
Submission,	Compliance
DiSC	Categories	
•  Achiever	
•  Agent	
•  Appraiser	
•  Counselor	
•  Creative	
•  Developer	
•  Inspirational	
•  Investigator	
•  Objective	Thinker	
•  Perfectionist	
•  Persuader	
•  Practitioner	
•  Promoter	
•  Result-Oriented	
•  Specialist
HBDI	Whole	Brain	Solutions	
•  Individual	aspects	
•  Team	makeup	
•  Multi-dimensional	evaluation	
•  Adjustment	for	stress	
Creativity;	
Integration;	
Vision	
Alignment;	
Communications;	
People	
Results;	
Accountability;	
Bottom	Line	
Process;	
Timelines;	
Details	
A	
B	 C	
D
Further	Breakdown	
•  A=Neocortex;	Intellectual;	Logical,	Quantitative,	Analytical,	Technical,	Factual;	
Rational	
•  B=Limbic;	Instinctive;	Sequential,	Controlled,	Detailed,	Organized,	Conservative;	
Practical	
•  C=limbic;	Instinctive;	Emotional,	Musical,	Humanistic/Spiritual,	Expressive,	
Sensory;	Relational		
•  D=Neocortex;	Intellectual;	metaphoric,	Integrative,	Visual,	Synthesizing,	
Conceptual;	Experimental
Sample	Profile	
•  A	=	Logical,	analytic,	fact-based,	
quantitative	
•  B	=	Organized,	sequential,	
planned,	detailed	
•  C	=	Interpersonal,	feeling-based,	
kinesthetic,	emotional	
•  D	=	Holistic,	intuitive,	integrating,	
synthesizing	
•  Thinking	progression	impacts:	
Random,	sequential,	parallel,	
dependency-sensitive,	
fragmented	inclusion,	far-horizon
Summary	
•  All	useful		-	if	used	
•  Top-tier	adherents	of	each	
•  Whatever	you	choose	must	guide	communications,	behaviors,	decision-
making	based	on	individuals,	teams,	units,	subordinates,	leaders	for	optimal	
outcomes	and	how	you	are	perceived,	evaluated,	respected,	and	followed.
Don’t	Forget	Maslow	
•  Recognition	means	nothing	to	the	cold	&	hungry	
•  Engagement	doesn’t	resonate	with,	say,	miners	
•  Money	doesn’t	compensate	for	exclusion	
•  The	worth	of	a	career	path	is	not	evident	until	later	
•  Chump	change	won’t	motivate	the	comfortable
Building	Trust	
•  What	is	trust?	
•  Schools	of	trust	
•  New	York	
•  Missouri	
•  California	
•  Measures	of	trust	
•  Sincerity	
•  Reliability	
•  Competence
The	JoHari	Window	
•  The	larger	the	blind	area,	the	more	inappropriate	
and	irrelevant	I	become.	
•  The	bigger	the	known	boxes,	the	more	you	trust	
me.	
•  Trust:	Increasing	open	area,	reducing	hidden	
area	
•  Effectiveness:	Reducing	blind	area,	increasing	
open	area	
•  Group	Processes	by	Joseph	Luft	&	Harry	Ingram	
Hand	in	hand:	Understanding/Awareness,	Trust,	Collaboration
Tips	&	Techniques	
•  You	earn	trust	by	taking	first	steps,	with	positive	expectations.	
•  Reveal	a	human	side,		a	small	failing;	vulnerability	confers	
disproportionate	power.		Or	demonstrate	confidence	by	sharing	
information.	
•  Always	begin	with	relationship	elements	before	plunging	into	immediate	
business.	
•  Be	authentic;	stay	true	to	your	innermost	values	and	behaviors.	
•  Put	the	other’s	long	term	success	ahead	of	your	short	term	interest.	
•  Test	yourself	in	moments	of	truth.	
•  Value	and	leverage	the	contributions	of	those	who	are	“different”.	
Welcome	to	the	New	World	of	Business!
Risk/Reward	–	
Getting	It	Wrong	vs.	Getting	It	Right	
Risk	
•  Turnover/churn	
•  Quality	degradation	
•  Throughput	collapse	
•  Cost/time	to	replace	
•  Impaired	organizational	DNA	
•  Lost	business/narrowing	margins	
•  Not	enough	time	to	recover	
•  Downward	spiral	
Reward	
•  Stability	
•  Continuity	
•  Cost	management	
•  Asset	leverage	
•  Reliability	
•  Base	for	continuous	improvement	
•  Positive	face	of	the	organization	
•  Preferred	status:	employer,	supplier,	customer
The	Hopeful	Platitude	
•  A	flower	grows	where	it	is	planted
The	Grim	Reality	
•  The	leader	inherits	a	garden
Good	To	Great?	
•  Where	you	are	to	better	can	look	like	great	
HT/HR	 HT/LR	
LT/HR	 LT/LR
How	Much	Can	They	Move?	
	
HT/HR	
	
Superstar	
	
HT/LR	
	
Savant	
	
LT/HR	
	
Slacker	
	
LT/LR	
	
Sluggard
Where	Are	We/They?	
	
HT/HR	
	
Superstar	
	
HT/LR	
	
Savant	
	
LT/HR	
	
Slacker	
	
LT/LR	
	
Sluggard
Naming	Names	.	.	.	
•  Blitzkrieg	supply	chain	transformation;	largest	municipally-owned	public	
utility	
•  DNA	elements:	utilities,	civil	service,	bargaining	unit	
•  Visibility:	PUC,	straw	corporation,	city	council,	Mayor,	competitors,	social	
action	groups	
•  Inertia	of	rest:	175	year-old	corporation,	multiple	generations	of	families	
employed	from	top	to	bottom,	no	boat-rocking	culture
Dramatis	Personae	
•  Marvin	(Sluggard):	a	year	from	retirement,	seen	it	all,	can’t	handle	more	change,	wants	to	ride	
his	Harley	into	the	sunset	
•  Paulette	(Savant):	Angry,	bitter,	throws	things,	screams,	knows	where	the	bodies	are	buried,	
holds	all	others	in	contempt	
•  Warren	(Slacker):	Likeable,	even	lovable,	clueless,	dispirited	
•  Pierre	(Savant):	Aggressive,	narcissistic,	talented,	lightning	learner	
•  Mary	Jane	(Sluggard):	Failed	at	every		task,	fought	with	every	colleague,	played	every	card	in	
evading	discipline	
•  Buster	(Slacker):	Know-it-all,	disengaged,	barely	competent,	absent-in-place	
	.	.	.	Universally	despised	and	dismissed	within	the	company
Outcomes	•  Marvin:	Exempted	from	new	processes,	elevated	to	coach	for	newer	players	&	knowledge	resource,	celebrated	retirement	
in	a	year,	not	a	Superstar,	but	more	than	a	Savant	and	more	than	a	Slacker	
•  Paulette:	Enlisted	as	behind-the-scenes	advisor,	re-balanced	workloads,	assigned	to	critical	relationships,	still	a	Savant,	
but	more	pleasant	and	productive	
•  Warren:	Coached	on	new	role,	developed	action	plan,	educated	in	missing	pieces,	became	a	focused	Superstar,	leading	a	
best-in-class	diversity	initiative	
•  Pierre:	Teamed	with	brilliant	Slacker	to	learn	people/political/persuasion	skills,	coached	in	humility	&	authenticity,	became	
an	all-around	Superstar	(and	was	stolen	by	another	corporation)	
•  Mary	Jane:	Dual	diagnosis	disclosed	serious	medical	and	psychological	problems,	released	into	disability	and	rehabilitative	
programs	
•  Buster:	Counseled	an	early	retirement	package	that	permitted	full-time	residence	on	St.Maarten	
	.	.	.	Highly	regarded	asset	to	the	organization,	with	attention	and	appreciation	from	the	CEO	and	COO
The	Bedrock	Foundation	
•  An	age	of:	
•  Trust	
•  Communications	
•  Collaboration	
•  Get	your	house	–	and	your	people	in	order	first	
•  Teach	the	basics	
•  Transfer	to	customers,	suppliers,	peers
In	Summary	-	People	
•  Take	stock	
•  Recognize	needs:	role,	training,	attitude,	experience	
•  Get	real	about	possibilities	
•  Match	roles	with		skills,	talents,	anticipated	growth	
•  Develop	practical	individualized	action	plans;	track;	follow-up;	adjust	
•  Excise	the	cancers	
•  Teach	value	and	context	of	corporate	role	–	what	doing	the	job	really	means	
•  Communicate	developments	
•  Build	internal	operations	bridges	
•  Educate	C-level	about	strengths,	accomplishments	
Walk	the	walk;	do	the	right	thing;		
positive	change;	develop	winners;		
smile	when	you	look	in	the	mirror!
Transferring	-	Partners	
•  Take	stock	–	upstream	&	downstream	
•  	Joint	problem-solving	teams	
•  Collaborative	risk	management	
•  Share	credit	–	and	benefits	
•  Baby	steps,	bigger	strides,	leaps	
•  Become	preferred	customer,	preferred	supplier	
•  Joint	solution/product/service	development	
•  With	supply	sources	
•  With	customers	for	downstream	markets	
•  Communicate:	C-level,	internal,	external	
Walk	the	walk;	do	the	right	thing;		
positive	change;	develop	winners;		
smile	when	you	look	in	the	mirror!

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