What is a Go-Giver?

How a simple shift in focus can result in greater career and personal success: A new parable illuminates the value of giving

by Marshall Goldsmith

It's great to be a go-getter. Go-getters are people who take action. Rather than waiting for circumstances to go their way, they create circumstances that go their way. Go-getters make things happen. But as great as it is to be a go-getter, Bob Burg believes that being a go-giver is even better.

To Burg, co-author (with John David Mann) of the new national bestseller, The Go-Giver: A Little Story About A Powerful Business Idea, being a go-giver means you add value to others in a way that helps them significantly while at the same time increases your own sense of joy and improves your bottom line, both in your business and your personal life.

I discussed this idea with Bob, who speaks to companies nationwide on the process of generating business referrals. John David Mann is an entrepreneur and author or co-author of many books. Edited excerpts of my conversation with Bob follow:

The book seems to contradict conventional wisdom. What is the basic premise?

That shifting one's focus from getting to giving—constantly and consistently adding value to the lives of others—is not only a nice way to live life but a very profitable way as well.

Isn't that really just saying, "Nice guys finish first?" And wouldn't a lot of people simply think you're being naïve?

There are actually several very practical reasons why go-givers are the most successful people. One is that being "other-focused" instead of "me-focused" makes other people feel good about you and makes them recognize the value you bring to their lives. When that happens, they're much more excited about adding value to your life, just as you have for them. Everyone wins.

Another reason is that in a free enterprise-based society, where no one is forced to buy from you, the only way someone is going to pay for your product or service is if they find value in it [beyond the price]. Those who give lots of value get the most back. In a relationship, businesspeople can often sense if you really care for them or if you are just faking it. Smart people can often read true caring vs. feigned sincerity.

So it all comes down to being nice?

It takes more than simply being nice. Many simply nice people are simply broke people as well. Success as a go-giver is also a matter of doing the correct things in what we call "the success process" that allows one to be successful and "finish first." The book's story walks the reader through those five principles.

The book's main character, Joe, is frustrated, and he's described as a go-getter. Are you and John saying that being a go-getter is a bad thing?

Not at all. A go-getter is, generally, a person who gets things done. That's terrific. And many go-getters are also go-givers. The opposite of a go-giver is not a go-getter; the opposite of a go-giver is a go-taker—someone who feels entitled to take, take, take without ever adding value to the relationship or the process in any way.

When we say go-giver, we're simply referring to the man or woman who has the great attributes of a successful person. One of those basic attributes is the ability to take one's eyes off oneself in order to focus on contribution and adding value to the lives of others. That's the person who accomplishes the most.

And by the way, there's nothing self-sacrificial or martyr-like about this. What we're talking about is extremely practical—it's following a methodology that allows you to be principle-based, continually adding value to the lives of others, and doing very, very well for yourself at the same time.

What kind of response does this idea get?

When John and I were sending out galleys of the book to business leaders, we were thrilled to get back responses that said things like: "Thank you for sharing the truths that so many successful people know but so few people have yet embraced."