Written in the same dynamic style as his previous bestsellers including The Five Dysfunctions of a Team, Lencioni illustrates the principles of inspiring client loyalty through a fascinating business fable. He explains the theory of vulnerability in depth and presents concrete steps for putting it to work in any organization. The story follows a small consulting firm, Lighthouse Partners, which often beats out big-name competitors for top clients. One such competitor buys out Lighthouse and learns important lessons about what it means to provide value to its clients. Amazon Exclusive: Q&A with Patrick Lencioni
Q: Why do you use the term naked and where does it come from?
A: Naked consulting is a term that refers to the idea of being vulnerable with clients, being completely open and honest with no sense of pretense or cover. The concept comes from the approach that we adopted more than a decade ago to work with our clients at The Table Group. We help CEOs and their teams build healthy organizations, and we found that by being completely transparent and vulnerable with clients, we built levels of trust and loyalty that blew us away.
Q: What makes naked service different from the way most people provide service?
A: So many service providers and consultants feel the need to demonstrate that they have the right answers and that they don’t make mistakes. Not only do clients see this as inauthentic, they often feel that they are being condescended to and manipulated. We’ve found that what clients really want is honesty and humility.
Q: What are the three fears?
A: People spend most of their lives trying to avoid awkward and painful situations –which is why it is no surprise that we are all susceptible to the three fears that sabotage client loyalty. They include:
1) Fear of Losing the Business – No service provider wants to lose clients or revenue. Interestingly, it is this very notion that prevents many service providers from having the difficult conversations that actually build greater loyalty and trust. Clients want to know that their service providers are more interested in helping succeed in business than protecting their revenue source.
2) Fear of Being Embarrassed – This fear is rooted in pride. No one likes to publicly make mistakes, endure scrutiny or be embarrassed. Naked service providers are willing to ask questions and make suggestions even if those questions and suggestions turn out to be laughably wrong. Clients trust naked service providers because they know that they will not hold back their ideas, hide their mistakes, or edit themselves to save face.
3) Fear of Being Inferior – Similar to the previous fear, this one is rooted in ego. Fear of being inferior is not about being intellectually wrong (as in Fear of being Embarrassed) it is about preserving social standing with the client. Naked service providers are able to overcome the need to feel important in the eyes of their client and basically do whatever a client needs to help the client improve – even if that calls for the service provider to be overlooked or temporarily looked down upon.
Q: What is the impact of naked service on a firm’s bottom line?
A: Consulting or service firms that practice the naked approach will find it easier to retain clients through greater trust and loyalty. That is the first and most obvious benefit. But they’ll also be able to attract clients better because naked service begins before a client actually becomes a client. It allows firms to be more open, more generous and less desperate in the sales process, and creates great differentiation from more traditional sales approaches. Finally, firms that practice the naked approach will attract and retain the right kind of consultants and professionals who yearn for an honest, natural way of working, both with clients and with one another.
--This text refers to the hardcover edition. From the Inside Flap
I'm not going to lie; Michael Casey was one of my least favorite people in the world. Even the mention of his name could put me in a moderately bad mood.
And so, if you had told me a year earlier that I would spend four solid months of my professional life learning about him and his annoying little consulting firm, I would have told you it was time for me to change careers.
But that's exactly what happened, and I've lived to tell about it.
After focusing on topics ranging from teamwork and leadership to employee engagement and meetings, acclaimed management expert, consultant, speaker, and New York Times best-selling author Patrick Lencioni has finally turned his attention toward his own craft—consulting and client service. Tapping into the simple but powerful model that his firm, The Table Group, has been built on for more than a dozen years, Lencioni presents what may be his most engaging, humorous book yet.
Getting Naked tells the remarkable story of a management consultant who is trying desperately to merge two firms with very different approaches to serving clients. One relies on vulnerability and complete transparency; the other focuses on proving its competence and protecting its reputation for intellectual prowess. In the process of managing the merger, the consultant is forced to learn life-changing lessons that prove to be as relevant as they are painful.
As he does in his other books, Lencioni provides readers with concepts that are accessible and compelling. Here, he explains the three fears that provoke service providers—whether they are internal consultants, sales people, financial advisors, or anyone else serving long-term clients—to unknowingly sabotage their ability to build trust and loyalty. And, as always, Lencioni provides a practical approach for overcoming those fears.
--This text refers to the hardcover edition. From the Back Cover
Praise for Getting Naked
"I've experienced the 'naked' approach firsthand and can say withconfidence that this book will transform the way we view client service. I wish every one of my vendors would read it and follow its advice."
—J. Miles Reiter, chairman and CEO, Driscoll's
"Lencioni has written the definitive primer on how to build relationships in business (and in life) that are at once authentic, fruitful, and lasting. Getting Naked is a must-read."
—Andy Lorenzen, senior manager, organizational talent strategy, Chick-fil-A, Inc.
"Lencioni's message on vulnerability really hits home. I can't imagine a service provider who wouldn't benefit greatly from the lessons in this insightful book."
—Tony Bingham, president and CEO, American Society for Training & Development (ASTD)
"I couldn't put it down. Another page-turner with a quietly powerful message from Lencioni."
—Mike Faith, president and CEO, Headsets.com, Inc.
"Put your feet up, check your ego at the door, and read Getting Naked. It's such an enjoyable read, you may finish the book in one sitting, but you will remember its message forever."
—Ken Blanchard, coauthor of The One Minute Manager® and Helping People Win at Work
--This text refers to the hardcover edition. Review
Author, speaker and management consultant Lencioni (The Three Signs of a Miserable Job) preaches a business model that may seem antithetical to many, which he calls "getting naked": being unafraid to show vulnerability, admit ignorance, and ask the dumb questions when dealing with clients. Lencioni's central argument is that by focusing on sales, rather than communication, consultants miss the key part of their job-consulting-and therefore lose out on valuable long-term client relationships. Presented mostly as a parable about a management consultant trying to reconcile two firms in a merger, Lencioni's latest is entertaining as well as informative, with a message that sticks (heavy-handed though it may be). Straightforward and widely applicable, Lencioni's advice should prove useful not only for business consultants, but anyone trying to build long-term client relationships. (Feb.) (PublishersWeekly.com, February 22, 2010) --This text refers to the digital edition. About the Author
Patrick Lencioni is a New York Times best-selling business author of eight books including The Five Dysfunctions of a Team and The Three Signs of a Miserable Job. As president and founder of The Table Group, Pat has consulted to CEOs and leadership teams in organizations ranging from Fortune 500 companies and start-ups to churches and non-profits. In addition to his books, Pat and his work have been featured in publications like Harvard Business Review, The Wall Street Journal, Fortune, BusinessWeek, and USA Today.
To learn more about Patrick Lencioni and his other books and services—including his newsletter—please visit www.tablegroup.com.
--This text refers to the hardcover edition. From Publishers Weekly
Author, speaker and management consultant Lencioni (The Three Signs of a Miserable Job) preaches a business model that may seem antithetical to many, which he calls "getting naked": being unafraid to show vulnerability, admit ignorance, and ask the dumb questions when dealing with clients. Lencioni's central argument is that by focusing on sales, rather than communication, consultants miss the key part of their job-consulting-and therefore lose out on valuable long-term client relationships. Presented mostly as a parable about a management consultant trying to reconcile two firms in a merger, Lencioni's latest is entertaining as well as informative, with a message that sticks (heavy-handed though it may be). Straightforward and widely applicable, Lencioni's advice should prove useful not only for business consultants, but anyone trying to build long-term client relationships. END --This text refers to the hardcover edition. 
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