Can you imagine moving into a gorgeous new home, hearing a knock on the front door and hearing this from the man standing there? “Good Morning…I’m your postal carrier. I just stopped by to introduce myself – to welcome you to the neighborhood and find out a little bit about you and what you do for a living.”
How about if after finding out that you travel quite a bit he offers several options as to how to handle the mail while you’re out of town. Add to that finding a package on your stoop which the postal carrier found mis-delivered at a house down the street. Seems almost too much for many to fathom – the mailman? Delivering customer service like that?
Well that is exactly what happened when international speaker and author Mark Sanborn moved into a new home in Denver. In time, Fred became the primary character in Mark’s book The Fred Factor. As a result, Fred has become famous – worldwide. (It is important to remember that fearless brands need not be famous – as demonstrated by my brother David Ellis and organic farmer Bruce Clithero.)
Fred is this Friday’s Fearless Brand. Not just Mark’s mail carrier but all of the Freds of the world.
Fearless brands strive to deliver maximum value.
And that is the essence of The Fred Factor – the trait which drives some people to turn the ordinary into the extraordinary. It is the factor that results in ”Freds’ delivering extraordinary customer service. Freds bring dignity to their work regardless of status. Just as anyone can build themselves into a fearless brand – anyone can become a Fred – or at least Fred-like.
There are four principles which Sanborn learned from Fred – and which are essential in becoming more Fred-like.
- Everyone makes a difference
- Success is built on relationships
- You must continually create value for others, and it doesn’t have to cost a penny
- You can reinvent yourself regularly
The Fred Principles and the elements of being a fearless brand have striking parallels and synergies. Being authentic, genuine and relevant. Continually and consistently providing value to others – and always seeking ways to increase that value.
One certain way to build and enhance your fearless brand is to become a Fred. As described in the book … “Everyone wants to count, to know that what he or she does each day isn’t simply a way of making a living, but ‘a living of making meaning.'”
If you have yet to read The Fred Factor I urge you to do so now. As follow-up you can read Fred 2.0: New Ideas On How to Keep Delivering Extraordinary Results. Check out Mark’s site – it’s loaded with great content and useful tools to become more Fred-like. By becoming a Fred you will become more of a fearless brand. By becoming more of a fearless brand you will build more value and drive more profits.