The book is a fascinating read I must say. Very rarely we come across these kind of books which make us to take notice of those who are working against the all common norms and delivering continuous success to their Business and Organizations. There are plenty of real life examples and companies and CEO s that provide and embody the points that are discussed in this book.
The authors mention that "the goal of the book is to make you act more boldly as a leader and win more decisively as a competitor" and "we will measure our success by how much we contribute to your success." These two sentences, clearly indicates the theme of the book.
The book mainly consists of four parts. Every part has some Maverick Messages.
The first part is 'Rethinking Competition.
In this part the major point is 'Competing By Not Competing!' A strategy, a cause, a distinctive idea is the key. It is all about providing something valuable and unique. It is also stressed that, Mavericks are not really bothered about branding and creating a 'Me Too' business. It is all about something revolutionary! And Mavericks concentrate on a sense of values, a shared culture and vocabulary that is distinctive. The first part talks in detail about five main Maverick Messages:
- Do you have a distinctive and disruptive sense of purpose that sets you apart from your rivals?
- Do you have vocabulary of competition that is unique to your industry and compelling to your employees and customers?
- Are you prepared to reject opportunities that offer short term benefits but distract your organization from its long-term mission?
- Can you be provocative without provoking a backlash?
- If your company went out of business tomorrow, who would really miss you and why?
The Second part is 'Reinventing Innovation
This part asks the classic question "Why Nobody Is As Smart As Everybody?" A great idea can come from anywhere. So Mavericks think of building an organization that is like a magnet to attract brilliant brain powers. Smartest people loving to work for the organization. And the culture of 'walking stupid everyday', that is, no matter how much the leader learns, everyday there will be something new to learn. And Mavericks will be eager to learn everyday. The second part talks in detail about five Maverick Messages:
- Keep the focus narrow and tightly defined.
- Keep broadening the range of participants.
- Keep it fun.
- Don’t keep all the benefits to yourself.
- Keep challenging yourself to be more open to new ideas and new ways of leading.
The third part is 'Reconnecting with Customers.
This part focuses on customer relationship. Authors ask to think about a meal that doesn’t just stick to your ribs but tickles your senses! Mavericks are not just interested in providing good products, good deals, they are interested in making the experience 'memorable' for the customers. And Mavericks are more interested in soft factors of business like Design that appeals to heart, Symbols and icons that instill trust. Mavericks also believe in selling where customers are and competitors are not! This part signs off after pressing the importance of sharing the experience and striking an emotional connection. Mavericks know that 'A Company with the Smartest Customers Wins!' The third part talks in detail about five Maverick Messages:
- There’s always a demand for something distinctive.
- Not all customers are created equal.
- Brand is culture, culture is brand.
- Advertising to customers is not as same as connecting with customers.
- When it comes to creating brand value, ‘dollars-and-cents’ thinking doesn’t always make sense.
The fourth and final part is 'Redesigning Work
In this part elucidates the importance of 'Doing Business as if People Mattered.' Mavericks know that 'Who You Are' beats 'What You Know' and Mavericks want to recruit Y Gene people. The people who are curious, energetic, unbridled, unrestricted and they appreciate life and they want to grow rather than just settling for the status quo. Mavericks know that they have to find great people as great people aren't going to find the companies to work for! And at last, Mavericks set up the culture of the team work, every person behaving as a businessman rather than just an employee as an integrated process in the recruiting culture. The fourth and final part talks in detail about five Maverick Messages:
- Why should great people join your organization?
- Do you know a great person when you see one?
- Can you find great people who aren’t looking for you?
- Are you great at teaching great people how your organization works and wins?
- Does your organization work as distinctively as it competes?
Whether one is a young professional, a senior executive, or an entrepreneur, Mavericks at Work will help one to think bigger, set goals higher and win more decisively.