This is the fourth blog in a series of seven on the habits of highly effective marketers. They are based on the principles identified by Stephen Covey in his book, 7 Habits of Highly Effective People. The first three habits are: how to be proactive, how to begin with the end in mind and how to put first things first. Next comes “win-win.”

The Concept of Interdependence             

When it comes to any interaction, personal and business alike, a relationship is maintained, built, changed or, in some cases, ended. In 7 Habits of Highly Effective People, Covey stressed the importance of interdependence. The concept refers to a mutual reliance between individuals or groups. It represents the kind of relationship that is important between salespeople and their customers, executives and their employees, among coworkers or other departments, and even between a brand and its product. When engaged in interdependent relationships, both parties strive to achieve mutual goals, thereby producing win-win scenarios.

Six Examples of Human Interaction

Covey identified six paradigms of human interaction. These principles affect how we see and experience a situation, and also influence attitude and behavior.

1. Win-win: This paradigm aims for mutual benefit. For example, it can be a sale that results in a new client for the company and a satisfied customer. It can be a new project that helps multiple departments increase their productivity. Or it can be a manager who encourages communication to make sure the team has all the tools necessary to succeed in their roles. This paradigm works as long as all parties contribute to their own success as much as to the success of others.
2. Win-lose: This concept is based on the thinking that “if I win, you lose” and nothing in between. It is usually driven by competition, displays of power or authoritarianism, or by hyper-comparison. One example comes from teams that are incentivized against each other to increase sales or productivity. While it may increase numbers for select people, it creates friction between teams and individuals.
3. Lose-win: The opposite of the last paradigm, this is often referred to as “the doormat paradigm.” It is characterized by individuals or leaders who are quick to appease others. They demonstrate a lack of personal or professional standards or principles, as they seek strength through acceptance. In this scenario, marketing is told what to do by other executives. It lacks the conviction to set its own course.
4. Lose-lose: This model produces scenarios where there is no winner. In marketing, when the priority is to sabotage or destroy others (whether it’s the competition or colleagues), it creates a toxic environment, where optimism, teamwork and synergy cannot thrive.
5. Win: In this scenario, it’s every man for himself. The focus is solely on getting what one wants, regardless of others. It produces a highly self-centered environment where the notion “not my problem” or “not my department” becomes the (often unstated) mantra. Of course, this damages all relationships in the long run.
6. Win-win or no-deal: This expression is coined by Covey and describes what he considers a synergistic solution to success specifically at the beginning of a relationship. He believes that if you consider win-win the only outcome and remain willing to say “no deal” unless both parties are winners, it removes the pressure to manipulate, push your own agenda, or be stepped on by another’s drive. This shifts the goal from coming out on top to creating and maintaining a symbiotic relationship. In a case where a mutually beneficial situation cannot be reached, both parties “agree to disagree” and walk away with no hard feelings. It is this mindset that drives both parties to hammer out kinks that inhibit success until the outcome is the best it can be. This paradigm works well when building a new relationship. It is harder to adopt once a relationship already exists. This is because threatening to end a partnership in favor of compromise often hinders success.

Opportunities to Demonstrate Win-Win

According to Covey, “win-win” should be the only goal for interpersonal relationships, including business interactions. When both parties win, it increases effectiveness far above what the individual parties can achieve alone. “Think Win-Win” is everyone’s responsibility. When it comes to marketing, there are many opportunities to work together to create win-win scenarios. Here are just a few:

1. Develop a marketing plan using a collaborative and transparent process. When everyone contributes, the outcome is likely to produce higher buy-in.
2. Seek to understand your prospects’, customers’ and colleagues’ needs, priorities and challenges. Without this orientation, you will never know what is really important to others.
3. Develop highly compelling, customer-centric and interactive content that engages your audiences. When you captivate their interest with on-target messaging to the right people at the right time, using the right marketing channels, you are more likely to be top-of-mind as a solutions provider.
4. Foster a culture of continuous improvement to help everyone develop new or expand upon existing skills through either formal or informal training. The sign of a true professional is one who seeks lifelong learning and education.
5. Commit to integrity-based conflict resolution that takes into consideration all sides, opinions and interests. Set the ground rules upfront. Make it safe for everyone to share ideas. Look for areas of agreement.

What’s Behind the Habit?

According to Covey, “It involves the exercise of each of the unique human endowments—self-awareness, imagination, conscience, and independent will—in our relationships with others. It involves mutual learning, mutual influence, mutual benefits.” Think win-win is a personal character code that removes competition in favor of cooperation. Further, it helps establish relationships built on trust to produce the positive environment where mutual benefit thrives.

Win-win is a habit to live by. While this habit needs to be experienced at every level, marketers can take the lead by “walking the walk.” When marketers achieve the balance between courage and consideration, they can advance win-win attitudes, behavior and outcomes.