When the journey leads you to $2b
A Testament to Leadership..
We are often told to keep our eyes on the prize and the rest will follow. But what if that's only partially true? What if the better way to achieve any kind of a goal is to actually ignore the result you seek and focus instead on the steps you're taking to get there.
In a recent episode of "A Bit of Optimism" with Simon Sinek, Trek Bicycle CEO John Burke shared his remarkable journey and philosophy that transformed Trek Bicycle from $250 million in sales to a staggering $2 billion. His insights offer a masterclass in leadership, customer-centricity, and the infinite game.
This growth wasn't driven by aggressive sales tactics but by an unwavering commitment to helping their customers succeed. Burke's philosophy revolves around focusing on the journey—perfecting daily processes and supporting customers to thrive.
The key to John's success is simple but powerful. Create value for others first, and you too shall be rewarded.
Journey Over The Goal 🚴
Inspired by the rigorous standards of the guards at the Tomb of the Unknown Soldier, Burke introduced an incentive structure called “Guard the Tomb” for his sales team. This strategy focused on clear, specific actions that lead to success. Sales were not the primary metric; instead, it was about executing their roles perfectly and supporting their dealers. By emphasizing precise expectations and excellence in daily operations, Trek ensured sustained success and dealer satisfaction.
Interrogating the Customer Journey
Drawing inspiration from Will Guidara’s "Unreasonable Hospitality," Burke emphasised the importance of obsessing over the customer journey. He encouraged retailers to meticulously scrutinise every step their customers take, from visiting the website to bringing their bike in for service. This attention to detail ensures an exceptional customer experience, setting Trek apart from its competitors and building lasting connections with consumers.
A Call for Change 💙
Burke’s leadership extends beyond business strategy; it is a call for broader change in both business and government. He lamented the lack of long-term vision and creativity, arguing that true leadership requires making decisions in the best long-term interest, often sacrificed for short-term gains. This infinite-minded perspective is crucial not only for business success but also for national stability and growth.
Infinite Mindset 🧠
Unlike finite games with clear winners and losers, Trek focuses on long-term goals and continuous improvement. Their mission to make the world better through cycling drives every decision, fostering a culture of trust, innovation, and purpose. By prioritising sustainability, empowering their teams, and adapting to change, Trek has achieved remarkable business success while positively impacting the world. Their journey exemplifies how a purpose-driven, infinite approach can lead to enduring success and meaningful change.
““People don’t buy what you do, they buy why you do it.””
