What Does It Really Mean To Be ‘World Class’?
I’ve seen companies describe themselves as world class, or the products and services they deliver as world class. Organizations boast of having world class leadership and want to hire world class talent. But what does it mean to be world class?
Google world-class, and you’ll find this: “[A]djective, (of a person, thing, or activity) of or among the best in the world.” Best in the world, well, that’s pretty aspirational. Let me expand on that a little. I’ve worked for tiny startups. I’ve worked for massive corporations. Along the way, I’ve come to believe that you cannot just say that you’re world-class. You must live it every day as described below:
Working together to build a shared vision. How well have leadership and employees truly internalized their organization’s vision, mission, goals, and values? Even in truly world-class organizations, this kind of internalization isn’t a given. It’s harder to get everyone on the same page, speaking the same language, aspiring to the same goals, than it seems at first glance. Ultimately, if you succeed, you’ll have a group of people capable of working toward a common cause—not because you’ve told them to, but because they want to do so—with genuine enthusiasm as the common denominator.
Ownership and pride in one’s work. World-class organizations understand that everyone’s contributions, from individual contributors to the team as a whole, add up to success—and recognize that even the “throw-away tasks” no one wants to do (but which still must get done) make a difference.
If you’ve ever spent time in a startup or small business, you know what it’s like to wear more than one hat. You know that if there’s a job to do, you do it, even if it’s not what you normally do in your day-to-day role. If no one else takes it on, you don’t think twice about stepping up to the plate and owning it. If a team member needs assistance, you work it into your schedule and find time to help. And, if you make an honest mistake, you own it, learn from it and move on, without fear of punishment.
Resist, resisting change. As the adage goes, if you do what you’ve always done, you’ll get what you’ve always got. Embracing change does not mean sacrificing your vision, mission, goals, and values—but it does mean taking responsible risks and being open to change, especially if what you’re doing no longer works or is not as effective as it was before. Each individual must consistently try to balance the need for consistency (a.k.a. security) with the desire to be innovative. This is what allows you to stay ahead of the competition.
Leverage the best and the brightest. In truth, every person has the potential to be “world-class,” though the road traveled to get to it is not always easy. The best organizations know how to leverage every employee’s skills and strengths (in addition to the most talented) through teamwork and sharing of best practices. Strive towards continual learning and encourage organizational proficiency through mastering the nuts-and-bolts of competence at the individual contributor level.
Diversity, along with differences within the organization, is key to challenging one’s assumptions. Too often, unfortunately, “diversity” is a talking point with no real action. Real diversity in the makeup of an organization takes it in new and inspiring directions. The blending of cultures, expertise, skills, knowledge, and experience will keep organizations on the leading edge and the forefront competitively.
Commitment to oneself, the organization, and the constituency one serves is a key attribute of being a world-class organization—high levels of commitment impact turnover, engagement, job satisfaction, and performance. Commitment is the turning point in one’s life when you seize the moment and transform it into an opportunity to alter your future.
Learning organizations are where individuals continually expand their ability and capacity to create the results that are truly desired—where risk-taking is encouraged, and finding new ways of doing things is championed. Understanding what the organization and its customers need and continually learning together is paramount to success.
Advocacy relates to support and recognition of the strengths of the organization. In this context, it means establishing partnerships with one another and your most valued customers and coming to the table as equals in creating successful outcomes. This is the foundation of building long-lasting and trusting relationships. Some battles are worth fighting but don’t lose sight of the victory one might achieve through compromise and cooperation.
Solutions-oriented organizations are focused on the end game. The biggest risk an individual or organization can make is not to risk anything but to focus only on preserving the status quo. You measure credibility and value on one thing alone —your services’ quality and delivery of solutions. As Albert Einstein once said, “A ship is always safe at the shore – but that is NOT what it is built for.” Ask yourself what you’re going to build. Decide—then build and deliver it.
Shared intelligence requires a commitment to creating an infrastructure in which all organization members can access the latest information, knowledge, and best practices. World-class organizations commit to a level of sharing that is both broad and deep—and shy away from hoarding information and restricting access to business systems solely on rigid job roles. A shard intelligence empowers everyone, from entry-level employees to seasoned leaders, to do their best work.
This is my definition of what it means to be world-class. What’s yours?
Are you there yet? If not, NobleRock Creative can help you get there.
