Getting Naked: A Business Fable About Shedding the Three Fears that Sabotage Client Loyalty By Patrick Lencioni

Review by Jeff Mowery

I was first introduced to the work of Patrick Lencioni when I read Five Dysfunctions of a Team. I really enjoyed his style of making points through a fable as it really helps you relate the points that he is making to your own particular situation. The author then wraps up with a more standard analysis of the subject matter – providing a proposition, supporting the theory and stating the intended conclusions.

The book has a sort of a strange title but it stands for the proposition that transparency with clients helps build loyalty. The author speaks of three dominant fears – fear of losing business, fear of being embarrassed, and fear of feeling inferior. These fears often drive a service provider to a position of asserting strength when there is none. This does not help build lasting relationships based on trust.

When we get rid of these fears we can:

  1. Always provide immediate value to those we serve rather than sell ourselves
  2. Give away the business without holding back for something else first
  3. Tell the truth and not sugar coat the obvious
  4. Enter the danger, our zone of discomfort, rather than avoid it
  5. Ask the right question that no one else ever asks
  6. Make suggestions that might sound dumb but which actually stimulate thinking as opposed to suggesting the obvious
  7. Celebrate our mistakes, our failures, as these are key learnings for growth
  8. Take a bullet for a friend as taking responsibility and sacrificing is the greatest thing we can do for another.
  9. Make everything about the client
  10. Roll up our sleeves and do the dirty work
  11. Admit we are human and have our own weaknesses and limitations

The key to success in business is building relationship. This book is a primer on how to build strong relationship by focusing on how we can help our clients and friends.