Adam Grant

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 <h4 class="ideainbrief-title">The Idea in Brief</h4>
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  <p>Leaders who connect employees with end users motivate higher performance, measured in terms of revenue as well as supervisors’ ratings. Research shows that when leaders are the sole source of inspiring messages, employees often question whether the messages are true. End users, in contrast, are seen as credible sources who can deliver convincing testimonials of their experiences with a company’s offerings.</p>
  <p>Customers, clients, patients, and others who benefit from a company’s products and services motivate employees by serving as tangible proof of the impact of their work, expressing appreciation for their contributions, and eliciting empathy, which helps employees develop a deeper understanding of customers’ needs.</p>
  <p>Leaders can “outsource inspiration” to end users (both past and present) by collecting their stories, inviting them to the organization, introducing them to employees, and recognizing employees who make a difference in customers’ lives.</p>
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</article-ideainbrief><p>How did a five-minute meeting motivate university fundraisers to increase their weekly productivity by 400%? How did a photograph drive radiologists to improve the accuracy of their diagnostic findings by 46%?</p>

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<p>A growing body of research shows that end users&#8212;customers, clients, patients, and others who benefit from a company&#8217;s offerings&#8212;can be important allies for leaders. By serving as tangible proof of the consequences and purpose of employees&#8217; efforts, end users motivate people to work harder, smarter, and more effectively.</p>
<p>In his research, the author invited a scholarship recipient to spend five minutes visiting with university fundraising callers, who generally had no contact with the beneficiaries of their efforts. One month later, callers showed, on average, 142% increases in weekly time spent on the phone and 171% increases in money raised.</p>
<p>Leaders are not lone heroes who must rally their employees to do great things. They need partners who can enhance the meaning employees derive from their jobs. End users can inspire workers by demonstrating the impact of their efforts, showing appreciation for their work, and eliciting employees&#8217; empathy for them.</p>
<p>To outsource inspiration effectively, leaders must identify end users (both past and present), collect their stories, introduce them to employees across the organization, and recognize workers&#8217; impact on customers&#8217; lives.</p>

How Customers Can Rally Your Troops

A growing body of research shows that end users—customers, clients, patients, and others who benefit from a company’s offerings—can be important allies for leaders. By serving as tangible proof of the consequences and purpose of employees’ efforts, end users motivate people to work harder, smarter, and more effectively. In his research, the author invited a scholarship recipient to spend five minutes visiting with university fundraising callers, who generally had no contact with the beneficiaries of their efforts. One month later, callers showed, on average, 142% increases in weekly time spent on the phone and 171% increases in money raised. Leaders are not lone heroes who must rally their employees to do great things. They need partners who can enhance the meaning employees derive from their jobs. End users can inspire workers by demonstrating the impact of their efforts, showing appreciation for their work, and eliciting employees’ empathy for them. To outsource inspiration effectively, leaders must identify end users (both past and present), collect their stories, introduce them to employees across the organization, and recognize workers’ impact on customers’ lives.

How Customers Can Rally Your Troops

Summary.

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