1. FredFred
FACTORFACTOR
How passion In your work and life can turnHow passion In your work and life can turn
the ordinary into the extraordinary!the ordinary into the extraordinary!
THE
Mark Sanborn

2. The Fred FactorThe Fred Factor
 Excellence in performanceExcellence in performance
 Delight in attitudeDelight in attitude
 Under promises over deliversUnder promises over delivers
 Role model who wants to make a differenceRole model who wants to make a difference
 Consistent and remarkable service over timeConsistent and remarkable service over time
You can make your business, as well as your life, anything you choose it to be.
That’s what I call the Fred Factor

3. The Four Fred PrincipalsThe Four Fred Principals
1.1. Everyone makes a differenceEveryone makes a difference
– Nobody can prevent you from choosing to be exceptionalNobody can prevent you from choosing to be exceptional
– There are no unimportant jobs, just people who feel unimportant doing their jobsThere are no unimportant jobs, just people who feel unimportant doing their jobs
2.2. Success is built on relationshipsSuccess is built on relationships
– Indifferent people deliver impersonal serviceIndifferent people deliver impersonal service
– Fred got to know me and understood my needs and preferencesFred got to know me and understood my needs and preferences
– The quality of the relationship determines the quality of the product of serviceThe quality of the relationship determines the quality of the product of service
3.3. You must continually create value for others and itYou must continually create value for others and it
doesn’t have to cost a pennydoesn’t have to cost a penny
– His imagination enabled him to create value for his customersHis imagination enabled him to create value for his customers
– The challenge is to out think your competition verses outspending themThe challenge is to out think your competition verses outspending them
4.4. You can reinvent yourself regularlyYou can reinvent yourself regularly
– Nobody can prevent you from choosing to be exceptionalNobody can prevent you from choosing to be exceptional
– There are no unimportant jobs, just people who feel unimportant doing their jobsThere are no unimportant jobs, just people who feel unimportant doing their jobs

4. Different Types of FredsDifferent Types of Freds
 A Funny FredA Funny Fred (McDonalds Cashier)(McDonalds Cashier)
 An Accountable FredAn Accountable Fred (Hotel Front desk Clerk)(Hotel Front desk Clerk)
 A Generous FredA Generous Fred (Starbucks Mgr)(Starbucks Mgr)
 A Famous FredA Famous Fred (Colin Soda Syrup)(Colin Soda Syrup)

5. Becoming A FredBecoming A Fred
How can we get more Freds?How can we get more Freds?
Be a Fred!Be a Fred!

6. How Do I Become A Fred?How Do I Become A Fred?
You choose!You choose!
Do the right thing, at the right time, for the rightDo the right thing, at the right time, for the right
reason, the right way, with the right motivereason, the right way, with the right motive
and Fred-like results will automaticallyand Fred-like results will automatically
follow!follow!

7. Three Difference-Making StrategiesThree Difference-Making Strategies
 Identify when you will make a differenceIdentify when you will make a difference
 Target the people to whom you’ll make a difference.Target the people to whom you’ll make a difference.
– CustomersCustomers
– FamilyFamily
– BossBoss
– TeammatesTeammates
– FriendsFriends
– StrangersStrangers
– NeighborsNeighbors
 Be the differenceBe the difference

8. Success Is Built on One RelationshipSuccess Is Built on One Relationship
Freds don’t use people as a means toFreds don’t use people as a means to
an end; they use relationships toan end; they use relationships to
build a foundation for success.build a foundation for success.

9. Building Great PeopleBuilding Great People
Don’t use people to build a great business…Don’t use people to build a great business…
Use the business to build great people!Use the business to build great people!
Boe ParrishBoe Parrish

10. Quality of RelationshipsQuality of Relationships
The quality of a relationship is related directly to theThe quality of a relationship is related directly to the
amount of time invested in it. Make sure you giveamount of time invested in it. Make sure you give
some of your best time to your relationships.some of your best time to your relationships.

11. Key PrincipalKey Principal
When you don’t see muchWhen you don’t see much meaningmeaning in whatin what
you do, you won’t bring muchyou do, you won’t bring much valuevalue toto
what you do.what you do.

12. The Seven “B’s” of RelationshipThe Seven “B’s” of Relationship
BuildingBuilding
 Be RealBe Real
 Be InterestedBe Interested
 Be a ListenerBe a Listener
 Be EmpathicBe Empathic
 Be HonestBe Honest
 Be HelpfulBe Helpful
 Be PromptBe Prompt

13. The Two Types of RelationalThe Two Types of Relational
InteractionInteraction
 Transactional Interactions = Focus primarily onTransactional Interactions = Focus primarily on
results, sometimes even at the expense of theresults, sometimes even at the expense of the
relationship.relationship.
 Relational Interactions = Emphasize theRelational Interactions = Emphasize the
importance of how people are treated in theimportance of how people are treated in the
process of achieving results.process of achieving results.

14. Creating Value or Additional ValueCreating Value or Additional Value
 Make sure everything you offer whetherMake sure everything you offer whether
simple or complex the very best it can besimple or complex the very best it can be
 They don’t talk about added value…theyThey don’t talk about added value…they
deliver on itdeliver on it
 Taking ordinary products or services andTaking ordinary products or services and
making something extraordinarymaking something extraordinary
 Create extra value by doing more than isCreate extra value by doing more than is
necessary and exceeding our expectations—necessary and exceeding our expectations—
most of the time for no extra paymost of the time for no extra pay

15. Being a Person of Incredible ValueBeing a Person of Incredible Value
 Tell the truthTell the truth
 Practice personality powerPractice personality power
 Attract through artistryAttract through artistry
 Meet needs in advanceMeet needs in advance
 Add “good stuff”Add “good stuff”
– EnjoymentEnjoyment
– EnthusiasmEnthusiasm
– HumorHumor
 Subtract “bad stuff”Subtract “bad stuff”
– WaitingWaiting
– DefectsDefects
– MistakesMistakes
– Irritation & frustrationIrritation & frustration
– MisinformationMisinformation
 SimplifySimplify
 ImproveImprove
 Surprise othersSurprise others
 Entertain othersEntertain others

16. How Do You Develop Freds?How Do You Develop Freds?
FFindind
RRewardeward
EEducateducate
DDemonstrateemonstrate

17. FINDFIND
 Let Them Find YouLet Them Find You
 Discover Dormant FredsDiscover Dormant Freds
 Hire FredsHire Freds

18. REWARDREWARD
 Implement Your Reward StrategyImplement Your Reward Strategy
– Make sure everyone knows that are making anMake sure everyone knows that are making an
important contribution or have the ability to do so.important contribution or have the ability to do so.
– Tell the team members what kind of differenceTell the team members what kind of difference
they are making…be specific.they are making…be specific.
– Be sure positive feedback about their efforts is aBe sure positive feedback about their efforts is a
rule, not an exception.rule, not an exception.
– Create a “Fred” awardCreate a “Fred” award
– Get the President or leader of the organization toGet the President or leader of the organization to
present and recognize the “Freds.”present and recognize the “Freds.”

19. EDUCATEEDUCATE
 Find examples everywhereFind examples everywhere
 Dissects and DebriefDissects and Debrief
– ID the specific good idea behind the exampleID the specific good idea behind the example
– Adapting the idea to your situationAdapting the idea to your situation
– Look for ways to improve itLook for ways to improve it
– ID opportunities to apply itID opportunities to apply it
 Teach Miracle WorkingTeach Miracle Working
 Pull don’t PushPull don’t Push

20. DEMONSTRATEDEMONSTRATE
 The Magic Question:The Magic Question:
– What could you do to set anWhat could you do to set an
example and inspire yourexample and inspire your
employees to serve your customers,employees to serve your customers,
vendors, and fellow employeesvendors, and fellow employees
better?better?
 Inspire, but don’t intimidateInspire, but don’t intimidate
 InvolveInvolve
 InitiateInitiate
 ImproviseImprovise

21. GO SPREAD FREDGO SPREAD FRED
 Recognize the Freds in your lifeRecognize the Freds in your life
 Acknowledge Freds for their contributionAcknowledge Freds for their contribution
 Pay Freds back byPay Freds back by (paying it forward)(paying it forward)

22. What Motivates Fred to be a Fred?What Motivates Fred to be a Fred?
 Do good and you’ll feel goodDo good and you’ll feel good
 The best never restThe best never rest
 Treat customers and others asTreat customers and others as
friendsfriends
 The impact you have on othersThe impact you have on others
is the rewardis the reward
 Live the golden ruleLive the golden rule
 Fear nothing except to wasteFear nothing except to waste
the momentthe moment

23. Whom Do We Most Remember?Whom Do We Most Remember?
We remember those who lived toWe remember those who lived to
serve others. We are mostserve others. We are most
impressed and affected not byimpressed and affected not by
what people gain but by whatwhat people gain but by what
they give; not by what theythey give; not by what they
conquer but by what theyconquer but by what they
contribute.contribute.

24. Measure What You TreasureMeasure What You Treasure
 AwarenessAwareness
 AgendaAgenda
 AttitudeAttitude
 ActionAction
 AccomplishmentAccomplishment