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Myth #1:  Multitasking is critical in a world of infinite demand.

There is a common perception that in our fast paced world we have become better multi taskers.  This idea is false however as what has really evolved is our ability to shift from one cognitive function to another.  We can switch our focus rapidly but often when we attempt to multitask, the cognitive function that we are ignoring suffers from our lack of attention.  Whether its reading an email while listening to someone on the phone, driving while talking on the phone, or doing homework while watching television, multi tasking is often inefficient.
According to David Meyer, switching from task to task increases the original task time by 25%.  The goal then is avoid this waste of time and focus customer support reps to effective measures.  A simple way to keep people focused is the implementation of an innovative customer relationship management platform.  This software can prioritize calls for both sales and customer support reps as well as schedule appointments.  Some companies even offer the ability to leave a pre-recorded voice mail automatically for the customer.  This keeps focus high.

Myth #2:  The best way to get more work done is to work longer hours.

A prevailing belief that needs to go extinct is this concept that in our modernized world we can work just like a cog in the machine for long hours with high pressure.  However, this is not true.  What matters most is the quality of energy that humans can give to an organization not the quantity.

Instead of the unrealistic expectation that employees can work like they are in a marathon, it is more important that they focus and work hard for a 90 minute period.  After this exercise, the employees relax and then prepare themselves for another 90 minute session.  By breaking work days into 90 minute chunks with each one having a recommital of focus and vision, employees do better.  Employees are more energized and this is transferred to the calls that they make to customers and potential leads.

Managers can help this process by getting a customer relationship management platform that sorts leads effectively.  Few things are as energizing as getting a sale and by providing sales reps with the best chances for success will only create a snowball effect of positive feelings and energy.  There are even tools to have a representative respond instantly to a customer inquiry.  This leads to a higher qualification rate and ultimately a better bottom line.

When Apple founder Steve Jobs passed away in early October, it was amazing to see how the world reacted to this visionary man.  There were candlelight vigils, countless moments of silence, and feelings and thoughts expressed on Twitter and Facebook.  This outpouring of emotion that was reminiscent to when Michael Jackson or Princess Diana passed away.  Its perhaps even more startling in this climate of economic recession, bailouts, and Occupy Wall Street, that the CEO of the largest tech company in the world was revered in such a way.  What did Steve Jobs do to merit such a farewell?  A look into what Steve Jobs said about life explains his appeal.

“Quality is more important than quantity. One home run is much better than two doubles.”

When Jobs returned to Apple in 1997, the company has so many different products that it was diluting their talent.  They were making a bunch of mediocre products in many different markets instead of focusing on dominating one market.  Immediately Jobs decided to focus on only a few quality products.  The iMac was introduced in 1998 which was the beginning of Apple’s resurgence.

“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”

The second lesson that Jobs implemented was a higher standard of excellence that was available in the market.  There are numerous apocryphal stories of Jobs’ demands on his design teams.  However, once the product was completed, Jobs was vocal in declaring to everyone that the product was the best on the market and more often than not, he was right.  The higher excellence standard that Jobs had for his employees was noticed by consumers.

“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.”

Although Steve Jobs had an amazing string of success he did have his share of failures.  First, he was fired from his own company at the age of thirty.  When he did return to Apple there were some products that flopped, like the iCube or the initial release of AppleTV.  However, Jobs continued to persevere and although those individual products flopped, they eventually became successful products.  The iCube evolved to become the Mac Mini which was Apple’s affordable home computer.  AppleTV was a disaster but it was re-released with a lower price, a better explanation of it’s use, and an easier to use format and it became a successful product.  Jobs didn’t give up on products; he refined them until consumers recognized their value.

By simply following these three lessons from Steve Jobs, companies could serve their customers better.  The vision and perseverance of Steve Jobs led Apple to become the standard of the tech world.  So whether your company is a bakery, a hosted crm, or day care, these principles should become standard business practice.