Page 213 - Everything I Know About Business I Learned

Recognition

Even years later, Debra still remembers the President’s Award,
whose prize included a trip to Chicago for her and her husband,
along with other high achievers in the company and their signif-
icant others. Debra won the award without even knowing it
existed, attaining it because she was genuinely committed to con-
tributing toward the McDonald’s brand—in her case helping the
corporation and franchisees drive down energy costs during the
Jimmy Carter administration. Other awards and promotions fol-
lowed, keeping her focused always on excellence. As Debra put
it: “It motivated me to shoot for every other consequential
award.” Instinctively, Debra knew that “with a little effort” she
would continue to earn the company’s recognition. And while
she appreciated the trips, new titles, and higher earnings, it was
that recognition that seemed to her the most profound—and her
thoughts parallel mine nearly exactly when I think about my own
experience winning the President’s Award. Said Debra: “McDon-
183
ald’s has made more folks than I can possibly imagine million-
aires, and yet those millionaires get teary-eyed and turned on
when they are given a plaque—the handshake is the most pres-
tigious.” Frank Behan made a comment about a letter he received
upon retirement after 40 years of service to the company. “I got
a lot of letters, but the one that hit home for me was the one from
Fred that said, ‘You made a difference.’” While those were only
four words, the power of them, written by someone who really
meant it, are tremendously influential.

Lesson Learned

A handshake is no doubt the least expensive way to recognize
top performers—and perhaps the most effective. But simply
remembering people’s names is a great motivator as well, and
equally cost effective. Make people feel important.