can be quiet and uncomplicated, but they don’t bring added value to the journey on the way to the best possible result. Our team gets rowdy again and again. Differences of opinion are quite normal, and every idea is immediately thought about, attacked, turned inside out, tested, and provocatively countered. Truly good ideas arise when the current status is challenged, when someone wants more, everyone critically questions your thoughts, and not everyone is satisfied with seemingly acceptable compromises. Always surround yourself with strong personalities and construct a team with a variety of skills and outlooks!
The Typical Candidates for All-Star Teams
The Trend Scout
They travel a lot, browse, read everything they can get their hands on, talk to everyone, know everyone, have a good eye for things that work or they sense could soon work. An analytical hipster, a lateral thinker, not conventional but emotionally intelligent. A people connector with a black belt in small talk kung fu. They have lived abroad and sense the flow of trends. They’re the first to spot the “next big thing,” and they need a team to bring this observation to life. They say things like, “Infinitely scalable!”
The Creative
Horn-rimmed glasses, ultra-intelligent, draw freehand photo-realistic portraits, and understand art better than anyone else. Eloquent, a rhetorical sniper with an impressive specialist vocabulary from all sectors. They use artistic impressions from all over the world—which they’ve absorbed from museums, books, blogs, and studios—and mobilize them with perfection to create the face of a new idea. It’s never only about what this face should look like, but—above all—it’s about the “Why?” They do sharp-edged positioning and add almost imperceptible nuances which clearly set the product apart from anything familiar. They’re freethinking artwork ninjas and can create gripping portraits from what previously were only ideas. They say things like, “Nice font!”
The General
Brief, choppy sentences in both speaking and handwriting. Crystal clear announcements, brutal honesty. Primarily entrusted with the company’s finances. They speak fluently about tax models, correct invoicing, and general accounting issues. The “Bad Cop” in every negotiation! They request missing bank statements and receipts and threaten consequences. They scrutinize each new idea through the lens of the finance department: What will it cost? Is it affordable? Realists, they use facts to bring every initial bout of euphoria—no matter how great—back down to the ground. Typically Excel professionals with an ultra-tidy desk and a color-coded, perfectly sorted document filing system. They say things like, “Yes, we’re still in time for the 2% cash discount!”
The Work Horse
The idea is on board—it already has a face and is financed, now such people arrive! Fit, strong, a leader and a go-getter. Fast, unerring, a game-maker and motivator. Organized and sympathetic, they represent the front line. They’ve got entire teams under them and bring the idea out onto the streets. Their plate is always too full because they’re bombarded by everyone else, meaning they must control the flood of requests in order to be able to implement them. Like master bricklayers on the construction site, they erect one load-bearing wall after another. They dirty their hands, and move around. They’re always there; everyone knows them and like them. They say things like, “Wow, I’m completely worn out!”
Marketing Maverick
They have the “Four Ps” tattooed on their forearm (product, price, place, promotion). A cool nerd with a smart dressing style. They understand behavior patterns, anticipate the customer’s perspective, juggle target group jargon with accuracy, and live on social media—both the backend and frontend. They attend seminars and understand the importance of A/B tests, research, and reach. They are not interested in sales, but in conversions and CPOs (Cost per Order). They don’t argue with emotions, but with CTRs (Click-Through Rates), and drum together a following of loyal fans both online and offline who can really get the ball rolling. They say things like, “Call to action!”
You Should Remain Keenly
Aware of the Following Types
The Shark
Tall, mostly good-looking, eloquent, opinionated. Be careful! They are always looking out for themselves—loners who are not afraid to take advantage of the group. The Shark is selfish, narcissistic, often treacherous, and stingy. Possible ways to cooperate: clear contracts, open discussions, clear communication, but in no case shareholding. It’s like in scuba diving: Keep an eye on the Shark, don’t panic, and show no fear. Keep this animal well fed, and the Shark is wonderful to look at, being capable of incredible performance. They often say things like, “I see it differently!”
Everybody’s Darling
A very nice person, but unfortunately a bit colorless. Always busy trying to please everyone, but unfortunately never able to follow through on anything. The following quote from Confucius perfectly describes the dilemma of Everybody’s Darling: “If you hunt two rabbits, you won’t catch one!” Their true nature usually only manifests after a long collaboration because in the beginning their weakness—disguised as niceness—remains under the radar. Since Everybody’s Darling means well, it’s only fair to help them by making it clear that their actual opinion is needed, even if it hurts them to share it. They often say things like, “Hmm, both are correct.”
The Pessimist
“Everything is difficult”—that’s their motto. When things get really hard, their negativity can discourage teams from continuing or even getting started. There is always a fine line between true pragmatism and negative chatter. It’s very important to spot their negative tendency as quickly as possible and either win over the Pessimist (which would also be a good exercise for sharpening your own arguments) or completely avoid working with them. They often say things like, “No, never!”
Chris Normal
The Problem: there are lots like them, and they don’t mean any harm. But Chris Normal is so normal that all the key things you’re into—your visions, your dreams, your plans—are just one size too large for them. They have never gotten out of their hometown, have never thought about seven-digit amounts of money, and prefer to be occupied and bound by instructions rather than by being free-spirited and visionary. It’s an inspiring challenge for the leader to try to provide them with motivating visions that can help them grow beyond themselves. But often their attitude can’t be helped—they’re just “normal.” Not necessarily a problem for them, but they are not valuable to your team! If you can’t dream, you can’t bring a dream into realization. They often say things like, “Really? That actually exists?”
Every Team Has a Coach
—Find
