And, we’re back with another author interview in our series. This time, we are interviewing Bob Burg, the co-author of The Go-Giver. Below is a brief excerpt from the interview. The full interview is available on YouTube
Before we talk about the book, here is a little more about the author.
Bob is an author of a number of books on sales, marketing and influence with total book sales of well over a million copies of his book. He co-authored The Go-Giver with John David Mann and it has sold over half a million copies and it’s been translated in over 21 languages. It’s been re-issued in a new and expanded edition with the forward by Huffington Post founder and publisher, Arianna Huffington. Bob is an advocate supporter and defender of the free enterprise system believing, that the amount of money one makes is directly proportional to how many people they serve. He’s also an unapologetic animal fanatic and serves on the Board of Trustees for The Furry Friends Adoption Clinic in the town of Jupiter, Florida.
Here is the full interview. A transcript of the beginning portion is available below
Silvica: Could you refresh our memories to give us a quick review of the five laws?
Bob: Sure it’s a business parable. So it’s a story and it’s about, you know, a guy named Joe. He’s ambitious, aggressive, up-and-coming, good guy but very frustrated because he doesn’t feel that he has the kind of success that he feels he deserves. But it’s really all about him and that’s one reason why. So he learns that shifting his focus – and this is really the key – shifting his focus from getting to giving. And when we say giving in this context we simply mean constantly, consistently providing value to others and that not only is that a nice way to live life and conduct business, it’s also a very financially profitable way as well. And for very concrete reasons. Its based, as you said on five laws. Those are the laws of value, compensation, influence, authenticity and receptivity.
The law of value simply says that you want to give more in value than you take in payment. That doesn’t mean you’re not making a profit.Go-Givers make a great profit! It simply means that you’re providing such an exceptional, amazing, fantastic experience to the buyer that they believe – rightly so – that they are receiving more in value or use value than what they paid in cash value. And of course, as the salesperson or entrepreneur you are selling your services or products at a higher price than what it cost you, so both of you make a profit when it’s done correctly. It’s understanding the difference between price which is finite and value.
The law of compensation says your income is determined by how many people you serve and how will you serve them. So where Law #1 says to give more value than you take in payment, Law #2 tells us that the more people whose lives you touch with that exceptional value, the more money with which you will be rewarded.
Law number three is the law of influence. It says that your influence is determined by how abundantly you place other people’s interests first. Which does not mean that you are self-sacrificial or a martyr. Joe learned the golden rule of business, which says that all things being equal, people do business with and refer business to those people they know like and trust. And there’s no faster, more powerful, more effective way to elicit those feelings towards you then by genuinely and authentically stepping outside yourself moving from an “I” focus to “other” focus.
Law number 4 is the law of authenticity, which says that the most valuable gift you have to offer is yourself. Show up as yourself day after day, week after week, month after month. It’s good for business and it’s a good way of doing things.
Law number five, the law of receptivity, says the key to effective giving is to stay open to receiving. It means not only do we breathe out, we have to breathe in and receive. It’s not one or the other. We focus on the giving of giving value to everyone whose lives we touch, then we allow the receiving. It’s also why we say, my co-author John David Mann and I, that money is simply an echo of value. It’s the thunder to value’s lighting.
Silvica: I love that quote! Love, love, love it! I highlighted and underlined it and I think it’s one of the titles of my Periscope broadcasts because it’s amazing. Well Bob, thank you by the way for that recap.
As I mentioned, this is just a brief excerpt from the interview. You can purchase a copy of the book on Amazon!