The Top Ten “C” Level Errors

If you’ve made it to the top you have probably developed a great many skills and talents. However, in my 28 years of dealing with top executives I’ve noticed a few common errors that people at the top make time and again. Here they are, with a couple of tips on avoiding them.

10) Not taking time for your own growth. So many of my clients get caught up in the running of their businesses that they don’t take time to look at the “spiritual” and emotional sides of life. You can’t be a shallow person and a good CEO…or any kind of executive. The kind of person one is winds up being the kind of executive he or she is. Remember this and take the time to be the kind of person you’d be proud to work for.

9). Losing sight of your goals. American businesses are way too short-term oriented. We are far too focused on monthly and quarterly numbers and nowhere near enough focused on the goals of the company for the long term. While your Board and Stakeholders are demanding those numbers stay up (and you must do so), don’t forget your long-term goals. If you forget the long term, the short-term will soon be in trouble.

8). Making “money” decisions. Too many “C” Level executives make decisions solely based on the “bottom line.” Big mistake. While money must be one of the many factors in any decision, it should rarely be the sole determining factor. Look at things like community values, company values, personal values, employee and customer satisfaction and so on as well. Usually if you’re satisfying the customers and have good employee morale, some of the dollar issues take care of themselves.

7). Isolating yourself. Don’t restrict your friend and contact list to others in your same country club or who have “C” in their title. This is incredibly isolating and incredibly stupid, as well. Your friends and networking list should consist of people at many walks of life and with many titles (or no title at all). And don’t stop attending networking functions and professional associations and mingling with everyone. It is vital to your career.

6). Living an ostentatious life. There is an old saying that goes “Live simply so others may simply live.” Those of us who make large sums of money have a responsibility to the community and to others. There is nothing wrong with having a nice house, good cars, etc., but only a very shallow person lives his or her to obtain these things. They should be “perks” along the way of a life well lived.

Besides which, an ostentatious lifestyle takes lots of energy to maintain — energy you could be using for other things. Live a nice life, but a simple one. Have nice things, but don’t burden yourself with tons of “stuff.” Make the driver to be successful an internal one rather than being driven by mere acquisition.

5). Losing touch with your staff and employees. Don’t barricade yourself in your office. You should know a bit about each employee, including the custodian and be able to chat with each and every one of them. Learn the “Farley File” system (more on this in a later post) and use it. People will go to the wall for a CEO who asks how their kids are doing and really listens and cares. People are loyal to people, not to corporations. Make your people fanatic about you by caring deeply (honestly) about them, and showing it often.

4). Losing touch with your customers. Clement Stone, the mentor of Napoleon Hill and founder of one of the largest life insurance companies in the world answered his own phone and had his door open. What a great man! He never wanted to lose touch with those who “paid his salary.” Neither do you.

3). Surrounding yourself with “yes” people. Surround yourself with people who will tell you that your fly’s open if it is. Also have a “consigliere” like the Godfather did — a trusted outside “third party” advisor who isn’t afraid to tell you things like they are. A skilled executive coach who is used to dealing with “C” Level executives can be worth his or her weight in gold. You can’t make good decisions if you are always being told that you’re right.

2). Trusting the wrong people. Don’t keep a snake in your t-shirt or bra. They bite. A sycophant will turn on you sooner or later. Someone who steals for you will steal from you. Someone who lies for you will lie to you. Remember this.

And the top number one error “C” Level executives make is:

Pride. Humility is absolutely essential to success as a “C” Level executive. Remember where you came from, who you are, and that you get dressed just like everyone else in the morning, even if it is in better clothes. Remember that you’re running a business, not a Universe, and that you do not walk on water, heal occasional lepers or levitate on alternate Saturdays. You are just a plain old person who was born naked and who turn to dust in the ground. Your title and money and authority are, in the grand scheme of things, meaningless. Ask any CEO who has lost a beloved spouse or child if they wouldn’t trade all of their money and titles for one more day with that person and put some things into perspective.

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All the best,

J.