Great Work

1. Reframe Your Role: See Yourself as a Difference Maker

The role of a difference maker is available to everyone.

Shift Your Mindset. Instead of viewing your job as a set of tasks, see it as an opportunity to create positive change. This shift in perspective can unlock new levels of motivation and creativity. Consider Ed, the radio sales rep who transformed his seemingly dead-end job by seeing himself as a marketing consultant, not just a salesman.

Job Crafting. Actively reshape your job to align with your desire to make a difference. This might involve expanding your responsibilities, connecting with new people, or finding ways to serve others through your work. Hospital janitors who saw themselves as part of the healing team, offering support and encouragement to patients, exemplify this.

Moses's Example. The hospital janitor Moses, who went beyond his duties to offer comfort and hope to patients and their families, demonstrates the power of reframing. By seeing himself as more than just a cleaner, he became a source of emotional support and made a lasting impact on those he served.

2. Work With What You've Got: Good is the Foundation of Greatness

Good is the foundation upon which great is created.

Build on Existing Strengths. Great work doesn't always require starting from scratch. Instead, it often involves taking something that already exists and making it better. Dr. Seuss's The Cat in the Hat revolutionized children's literature by building upon the existing foundation of beginner books, but adding humor, rhythm, and engaging characters.

Embrace Constraints. Limitations can be a catalyst for creativity and innovation. Rather than viewing constraints as obstacles, see them as a starting point for finding new and unexpected solutions. Architect Frank Gehry found that constraints, such as acoustic standards, led to unique and innovative designs.

Lego Analogy. Even with limited resources, the possibilities are endless. Just six Lego bricks can be combined in nearly a billion ways. Similarly, by working with the elements already available to you, you can create something truly remarkable.

3. Ask the Right Question: What Would People Love?

Great work begins when we take the time to ask if there’s something new the world would love.

Focus on Delight. Instead of simply completing assigned tasks, take a moment to consider what would truly delight the people your work serves. This simple question can unlock new possibilities for innovation and improvement. Rob, the insurance claims manager, transformed his team's performance by asking, "How can we deliver peace of mind to our customers?"

The Intelligence Inside the Pause. The act of pausing to consider what people might love can lead to unexpected insights and solutions. Jonah, the co-founder of LittleMissMatched, turned a casual joke about mismatched socks into a successful business by taking the time to explore the idea's potential.

Jennifer Land's Question. A child's simple question can spark a revolution. Edwin Land's daughter's question, "Why can't I see my picture right now?" led to the invention of the Polaroid camera, demonstrating the power of questioning the status quo.

4. See for Yourself: Look with Fresh Eyes

Difference makers look with their own eyes from a variety of perspectives to see new possibilities.

Firsthand Observation. Actively seek out new perspectives by immersing yourself in the environment where your work takes place. This might involve visiting parks and shopping malls to observe people interacting with strollers, as the IDEO designers did, or spending time at a post office to understand mail-sorting processes, as the Netflix founder did.

Unique Perspective. Recognize that your individual experiences and skills give you a unique lens through which to view the world. Embrace this perspective and use it to identify opportunities for improvement that others might miss. Jack Nicklaus's lifetime of golfing experiences allowed him to see a world-class golf course in a seemingly ordinary landscape.

Eiji's Inspiration. Look beyond the obvious for inspiration. Eiji Nakatsu, the Japanese engineer, solved the problem of tunnel booms by studying the kingfisher, demonstrating the power of looking to nature for innovative solutions.

5. Talk to Your Outer Circle: Seek Diverse Perspectives

Conversations with people we don’t usually talk to lead to ideas we wouldn’t think of on our own.

Break Out of Your Bubble. Actively seek out conversations with people outside your usual circle of colleagues and friends. These individuals can offer fresh perspectives and insights that you might not otherwise encounter. Julia and Tim's conversation with an orphanage director in Kenya led to a new understanding of the connection between plastic bags and malaria.

The Neurobiology of We. Recognize that our brains are wired to connect with others and that conversations can create new neural pathways. By engaging in meaningful dialogue, we can expand our understanding and generate new ideas. Rob, the insurance claims manager, fostered a culture of open communication by holding regular "Terra Incognita" meetings with his team.

Ben Zander's White Sheets. Create opportunities for open communication and feedback. Ben Zander, the conductor of the Boston Philharmonic, used "white sheets" to solicit input from his musicians, demonstrating the value of two-way dialogue.

6. Improve the Mix: Add, Remove, and Refine

We find improvements worth making by adding and removing ideas until everything fits.

Iterative Process. Great work often involves a process of experimentation and refinement. Don't be afraid to try new things, make adjustments, and discard ideas that don't work. The Boy Scout troop that added a car show to their breakfast fundraiser exemplifies this iterative approach.

Harmony in the Mix. Strive for a harmonious combination of elements that work together to create a positive outcome. This might involve adding new features, removing unnecessary components, or finding new ways to integrate existing elements. Miguel Medialdea's transformation of the Veta La Palma fish farm demonstrates the power of creating a balanced and sustainable ecosystem.

Mix Map. Use a visual tool to map out the elements of your project and explore different combinations. This can help you identify potential improvements and assess the overall impact of your changes.

7. Deliver the Difference: Obsess Over Positive Outcomes

Great workers are obsessed with positive outcomes. Their work isn’t over until people love the result.

Focus on Impact. Don't consider your work complete until you've seen evidence that it has made a positive difference for others. This might involve following up with customers, gathering feedback, or tracking key metrics. Tina, the school photographer, went the extra mile to capture a perfect photo of a student with autism, demonstrating the power of delivering a truly meaningful difference.

Growth Mindset. Embrace setbacks and failures as opportunities for learning and improvement. Kevin Systrom and Mike Krieger, the creators of Instagram, transformed their failing app, Burbn, into a success by adapting to user feedback and focusing on what people loved.

Continuous Improvement. Recognize that great work is an ongoing process, not a one-time achievement. Mike's team at O.C. Tanner continuously refined their welding process, demonstrating the power of incremental improvements and a commitment to excellence.

Last updated: March 16, 2025