How to unlock the potential on your team

Summary

• I believe in encouraging everyone in marketing and sales to contribute creatively. Once, I asked each person to write four ads, and it revealed untapped potential. One person, initially earning $15 an hour and scheduling posts on social media, wrote the top three ads. She became a copywriter, then a creative director, and now runs a marketing company making $30 million.

• I see excess capacity not as a burden but as untapped potential. My goal isn't to overwhelm people, but to unlock their abilities because most employees want to feel useful and impactful.

• Many people leave big corporations not due to the workload but because they're doing tasks that feel meaningless, often something a computer could do. Providing meaningful, impactful work gives people a reason to be motivated and enthusiastic about their jobs.

• I believe in giving people chances to try new things. When we needed copywriters, I saw it as an opportunity to let individuals demonstrate their hidden skills.

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How To Take Action

I would suggest implementing a strategy where you invite your team to showcase their potential. Start by asking everyone, not just those in creative roles, to come up with ideas or content related to their work. For instance, if you're running a marketing or sales team, ask each person to draft an ad or a campaign idea. This can uncover hidden talents and motivate people by showing them their input makes a difference. It’s low-cost, and you'd be surprised by the results.

A good way to manage excess capacity is by treating it as potential waiting to be tapped. Encourage your team to explore different areas of the business or even swap roles when resources allow. This keeps work engaging and enhances their skills. Often, team members feel more valued and are more productive when they work on meaningful tasks.

Listen to what your team finds exciting and challenging. Make it a point to regularly have conversations about their career ambitions and areas they'd like to explore. This supports personal growth and could lead to new roles or responsibilities organically emerging within your business.

Finally, create an environment of opportunity by encouraging trial and error. Allowing team members to try things outside their official roles can reveal their capabilities and inspire innovation. Keep it a safe space where failure is part of learning.