During times like these, most executives tend to worry if the axe will be falling near their neck.

So what do they do? They power down, think small, take no risks and ensure that they don’t appear in anyone’s crosshairs.

Unfortunately, this not only does nothing (if they choose, they’re going to fire you anyway), it can actually hurt your career.

Why might you be next to be laid off in this economy . . . let’s look at the facts:

1. You make too much.
2. You make too little.
3. You’re working on a low-level or non-strategic project.
4. You’re working on a high-level, very strategic project.
5. You’ve worked much too long at that company.
6. You are the last one hired, first fired.
7. You’re boss doesn’t like your face.

What am I really saying here?
Firing is capricious. It can happen for a number of reasons and most (if not all) of them have nothing to do with your performance. The reality is: 99 times out of 100, mass firings are due to bad planning by management, not by you. And they have to move fast, cut deep, and recover quickly to SAVE THEIR OWN NECKS. Or they will see the axe coming around the conference table for them.

SO . . . what am I REALLY saying here?
In times like these, it is in your best interest to STEP OUT OF YOUR COMFORT ZONE. Don’t hide.

For example . . . Take a little risk:

1. Speak up at meetings. Let people know your point of view.
2. Have strategic lunches — meet with key executives inside and outside of your company.
3. Ask for more work — but choose carefully — get on that key project.
4. Make it a point of bumping into higher-ups and building relationships with them.

In times like these, companies have NO IDEA what to do. They’re juggling all the balls in the air and NO ONE wants to catch one. They just keep juggling and praying they don’t drop one.

Smart executives that are go-getters take advantage of this craziness and grab one of those balls. So . . . time to grab some balls.

eth-ics (noun) – that branch of philosophy dealing with values relating to human conduct, with respect to the rightness and wrongness of certain actions and to the goodness and badness of the motives and ends of such actions.

Right and Wrong. Good and Bad. And the most important part – the motive and ends of such actions.

There are many executives out in the marketplace today that know what they are doing is wrong . . . and bad. But they still do it because the motives and ends of such actions will deliver one or both of these results:

1. The company will do better.
2. They will make more money, be more successful, and ensure a continuous launching pad to bigger and better positions.

Now here’s the REAL question – Can they still achieve these same goals listed above if they do the right thing . . . good things?

Now we can get into the semantical argument that what I see as good might be bad for another (or vice-versa). Or that based on our differing opinions of ethics, what you might see as ‘bad’ might be ‘good’ viewed by another. But let’s cut out the BS – as an executive, you absolutely know when you are doing something that is slightly (or gravely) unethical (until you do it so frequently that it becomes ‘good’ in your eyes).

I took ethics in college (I state that I am not an expert) and know that there are two arguments (or more) for every ethical issue. But I’ve also lived in the corporate world for 20+ years and coached top level executives for 10 years. I believe that in business, there is rarely gray, there is only black and white. Why? In business, everything is measured, everyone is conservative, and risk is constantly minimized. Most of the time (not all mind you), you can faithfully predict how your actions will affect your bottom line, customers, employees, shareholders, etc. Not on a granular scale – but more on a ballpark one.

But when it comes to bad and wrong, I know it when I see it.

Bad and Wrong decisions go against the company’s natural grain of behavior. You’ve probably felt this if you have worked in corporate – you are marching down the street with a strategy, everyone is singing the same tune. Suddenly, management makes a 180° turn and states that we will be doing the exact opposite of what they were pontificating 6-12 months before.

Now I understand that markets change. Customer wants and needs change. But 180 degrees? We were going North, but now we are going South? That clearly communicates to me that the people at the top don’t know what they are doing, are open to the fickleness of certain corporate soothsayers, or dramatically underestimate the market to the point that they were COMPLETELY wrong. Candidly, these people should be FIRED. But these are not Bad and Wrong decisions in an Ethical context.

I honestly think that when executives make bad and wrong decisions do so for three reasons (the motive and ends):

1. They’re lazy. Going the ‘bad’ or ‘wrong’ direction is easier, less risky, more profitable in the short term, etc.
2. It’s a personality thing. They feel that making contrarian decisions keep them above the rabble, they are smarter than the rest, and they are fooling the masses.
3. They believe that there is a LOT more money and power to be made by going bad.

Bernard Madoff was a #2 & #3. Not only did he realize that there was a LOT more money to be made by deceiving his investors and the market, it probably was a personality thing. Bottom line – most unethical executives have abnormal self-esteem (very low or very high) so they compensate by doing unethical things.

Many executives who testify in front of Congress (honestly – they’ve probably done something wrong!) usually have all three personality traits. Go back and view the testimonies of the investment firms, insurance companies, tobacco companies to get a good feel for #1, #2 and #3.

OK – That’s enough for one day. My next post will discuss the treatment.

That’s my mantra. And I make all my clients tattoo it on their arms. Why? Because it works.

It all comes down to ACTION
You can plan all day — and that’s a good thing. But planning isn’t everything. In fact, most executives do have some type of plan — either zipping around in their head or on a piece of paper buried on their desk. Unfortunately, execution is the real culprit. They are afraid or they don’t know how to take that first step to begin the process. That’s where I come in:

Make It Happen
Take the first step. Do Anything. It really doesn’t matter what you do first — what does matter is that you do something . . . immediately. I liken it to entering a pool for the first time — you can go in slowly and get used to the water (we all know how that feels) or just jump right in and the shock of the temperature is gone within seconds. If you need to do a series of informational calls to key executives, call one right now! Don’t wait to plan — don’t procrastinate to build a talk track — ring them up and start talking! You will surprise yourself.

Get It Done
Check it off your list — complete it. So many people take a half-step into an activity and decide that it’s too hard, will take too long, or it takes them too far out of their comfort zone. Here’s where my coaching comes in — stop being a baby. You are an adult — with adult responsibilities. You must get it done. You are not in school anymore where a teacher will say “it’s okay – you don’t have to do that”. You HAVE to do it. And the faster that you get it done, the faster you can move on to the next step.

And here’s the best part: Once you start down this path, it gets EASIER. Trust me, it always happens.

Not moving forward? Get It Done. Make It Happen. No Excuses.

Malcolm Gladwell is one of today’s most innovative ‘connectors’ of knowledge. His most recent New Yorker article again proves he is the master.

Gladwell again uses history to reinforce his argument that with the proper planning and doing something different — something that your opposing team (i.e., competition) isn’t expecting — even though you are the underdog — You Will Succeed.

Enough of my blather — go read this great article!

Most businesses today have a fatal flaw that will take down their entire client base.

It’s the fear of doing something . . . anything . . . NEW. They know it ‘might’ fail — so they do nothing.

I’m here to tell you that doing nothing (most of the time) is worse than failing. Why?

Let me give you an example:
Let’s say you’re quite sick. Now many people will disregard the symptoms, say they are not sick — because they feel that the diagnosis or the treatment will be worse or possibly hurt them more than the illness. So they do nothing. What they don’t understand is that the initial reason why they are sick is not being addressed — and it will slowly grow to infect other parts of their body.

Now if they just tried one type of treatment or just went to the doctor and asked for a complete work-up, they would at least make a positive move forward in treating their sickness. Let’s say it failed – they should try something else. And something else — ad infinitum — until they felt better.

I did this with a recurring allergy. I first went to my general practitioner who gave me LOTS of pills. Nothing happened. So I went to a specialist. They took tests (63 pokes of a needle) and also gave me LOTS of pills. I got a little better, but then it came back. I then finally tried an old, but simple cure (a Neti Pot). Guess what? It worked. And I feel GREAT.

It’s like business. People will just act like nothing is wrong and “stay the course” while they see their clients and profits drain away. The problem is that they are afraid of taking any action — it might be wrong — it might worsen the situation — they might lose the business.

But at the end of the day, they need to understand that what is making their business sick can be cured. Here’s the simple process:

1. Realize that you’re sick. You might get better, but you’re probably going to get sicker. And sicker. And then die.
2. Understand why you’re sick. Get a good diagnosis. Find out what the causal elements are — Get the facts.
3. Take action. Make a list of possible treatments — list them by how much effort (time, money, resources) they will take and what impact they will make.
4. Pick one and take action . . . NOW.

It’s that simple. As Nike says: “Just Do It.”

It’s the chief marketing officer. Chances are, yours is just leaving.