Gettin’ Naked

“Vulnerability.  It is one of the most undervalued and misunderstood of all human qualities.”

–     The first sentence in the introduction to Patrick Lencioni’s Getting Naked: A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty

If Seth Godin makes us better (and he does) Patrick Lencioni makes us great.  If we listen.  If we learn.

This book, the best of Lencioni’s “fables” (in my opinion) strikes at the core of most companies’ greatest business challenge; establishing and maintaining client loyalty in an “everything is a commodity” world.

Reality check:  a) everything’s not a commodity and b) that makes understanding the point of Getting Naked even more important.

The three debilitating fears that Lencioni addresses in Getting Naked are:

  1. The fear of losing the business.
  2. The fear of being embarrassed.
  3. The fear of feeling inferior.

Suffering from these fears means that we’re more image conscious that outcome focused.  It means we’re less comfortable in our own skin that we are in a charade constructed of “corporate speak.”  It means that we’re pretending to be something that we’re not, or we’re striving to be something we’re not.

“Getting Naked” has nothing to do with being clothed or unclothed.  It’s all about being real.  Being vulnerable.

It’s about a series of simple, yet compelling principles that completely change the conversation and thus change the game in most B2B relationships.

It’s an exceptional book.  If you don’t see it in your stocking this year, grab a copy — and prepare for a difference to be made in you, your clients and everyone around you.

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