[00:04.30]13[00:06.90]No matter what kind of business situation I'm in,[00:09.42]it's always important to know exactly who the individual is I'm communicating with.[00:15.32]The worst mistake you can make is to fail to find out what drives them,[00:18.98]money, status or whatever.[00:21.04]Once you've worked that out,[00:22.54]you'll be able to ensure you communicate what's in it for them personally.[00:26.69]This should essentially govern the way you respond to people,[00:30.24] enabling you to stay in control of the situation and achieve the desired outcome.[00:40.66]14[00:43.85]I've learnt some valuable management lessons over the years,[00:47.50]not least in how to avoid the failure of a project.[00:51.12]No matter what your position is,[00:52.87]you always have to be prepared for opposition.[00:55.79]And it's important to anticipate this[00:58.46]by getting as many colleagues as possible on your side,[01:01.61]so that if, in discussions, someone objects to your plans, you, and a number of others,[01:07.50]are able to give an immediate response[01:09.70]in order to silence your opponent.[01:17.14]15[01:20.50]When I first started running my own business[01:23.42]I made some dreadful mistakes in the way I handled staff.[01:27.47]The worst thing you can do is stick to one strategy[01:31.13]and apply it to every situation.[01:33.54]Sometimes you just need to show 'em who's boss.[01:37.34]Other times some gentle persuasion is more effective,[01:41.05]in my opinion, anyway.[01:43.05]I'm sure I was often criticised for my management style,[01:47.00]not that I let it bother me, though.[01:54.44]16[01:57.78]I've found if you want to stay in charge of a situation,[02:01.56]the worst mistake you can make is not keeping people up to speed with what you're doing at every single stage of the process.[02:09.49]Of course, that doesn't mean you need to be seeking universal agreement or approval for your actions and opinions.[02:17.53]Some people will always be critical.[02:20.15]But at least adopting this approach will encourage an atmosphere in which everyone feels included.[02:31.54]17[02:34.81]There are always going to be things in a company people don't like,[02:38.13]and if you've created an atmosphere in which they're encouraged to contribute ideas freely,[02:43.06]you have to learn to deal with complaints.[02:45.80]Revealing that you are, for example, upset by their comments is a crucial error.[02:50.27]You will have shown a weakness in your character that others may try to exploit,[02:54.34]and may lead to a general lack of support for you.