Alexander Sinyutin Biography

The most extraordinary business coach of Russia, who has been conducting business and happiness, the author of more than 15 trainings on the art of sales, business modeling, marketing, business management, oratory and a number of creative trainings, tells about his approach to business and entrepreneurship. Do not give up! Just don't give up! I say this to myself almost every day.

Business and any work on yourself is always risk and experiment. Any scientist knows that very little experiments ends with success. But the result rewards all efforts. The business also in business: many experiments, many failures, but success will come anyway. It is only necessary not to fold the wings ahead of time. At some point, experiencing the next overloads on the “American business-horses”, I thought: “What did Moses feel for the year of wandering with his people?

The leader is not just an employee. The leader is part of the business, it is business mechanism. And more precisely, the heart of the business. From the leader, it is not only necessary to “teach-to-give-give” from the leader. Employees, the whole team, the whole team look at the leader. By his mood and condition, they determine whether everything is actually good in the company, and what the company has.

The financial indicators in this matter are secondary. The leader, like a car or any unit, is simply obliged to regularly undergo maintenance: change oil, candles, filters, check if everything is in order. We need rebooting on vacation, massages, gyms, spa, pleasant emotions. This is not a luxury and not a whim. These are mandatory conditions for the success of the head, and, accordingly, both the working collective and the business as a whole.

I am very worried if something goes wrong. I painfully react to the quilted jackets of envious. Sometimes I can even start from a sideline. Fortunately, on the other hand, I can loudly sing songs and rejoice violently when something happens. Because I'm alive. I am a business manager. And at some point I had to learn to control my negative emotions. Very useful skill.

And it is very difficult to give. But I noticed: the better I restrain the negative, the better the team works. And the business is developing faster. Namely, to celebrate victories: large and small, personal and corporate. If you constantly report to employees, they will begin to emotionally live from trouble to trouble, it is implicit to wait for another dragging. Noting victories, you begin to record precisely on them both your attention and the attention of people.

Then people live from victory to victory. The events are the same, but the attitude towards them is radically changing. People begin to feel that they work in a successful company, in a good team, with cool leaders and interesting work. People are happy, business is developing, everyone is well. I would call it an “eco” approach. Of course, I'm not talking about the old model of state enterprises, where the main criterion for employees is a timely coming to work.

There, usually, in principle, they do not expect work or results from people. They are most often paid for the fact that they are simply listed and settled in the due time for state funds. At the same time, they will blunt and lazy very professionally. I am talking about a business model that is tuned to success, growth in profits, development and expansion. In this model, people usually live in a completely different mode - in a permanent breakthrough mode.

And here are their excesses: the slogans of most motivational trainings are often taken into service that “we must get out of the comfort zone”, “overcoming yourself” and “do beyond effort”. Unfortunately, people do not agree that such a technique is good only for short intervals. Like climbing the mountain: climb, then a mandatory rest on the site, and only then the next rise.

If you keep yourself, especially artificially, in a state of constant stress, inevitably emotional burnout and rollback. In this business model we must learn how to "stupid and be lazy." This implies the calculation of strength not for a short, but for a long distance. The Japanese call it the "principle of small steps." A clear plan, progressive calm steps, and mandatory pauses and rest.

It requires the body to stupid - dead, demands to be lazy - lazy, ready to continue - continue. Business is a calm process, not a storm in a glass. Then you can make your company reliable and stable. Each time I am convinced of this from my own experience. Perfectionism, the desire to do everything perfectly is one of the features of many modern businessmen. For many years I had no idea how to work differently.

He put incredible personal and team efforts so that everything turned out to the “five”. In this format, there was simply no right to error. It should not have been. But life is life. We are not perfect. You can achieve the ideal, but only theoretically. This was discussed by world statistical marketing research. Products and services on the “five” are sold much worse than what is done on the “four”.

In marketing, this is called the “principle of a beveled star”, when it is not required that all the rays of the star are the same long.And, as a result, chronic dissatisfaction and dissatisfaction with oneself. I recalled the sensational, shortest article addressed to Trump, published in the New York Post: “Stop. Just stop. " Indeed, you just have to stop in time.

And allow yourself to make mistakes. As Thomas Edison said: “I did not suffer defeats. I just found 10 ways that do not work. ” How much easier and nicer life becomes when you officially allow yourself to make mistakes! To satisfy personal ambitions, quite quite, but not enough for successful business. Additional training is needed. We need trainings. It is only important to find good and useful, and not waste time on the void.

Technologies, methods, approaches, techniques are developing and updated at such a speed that what worked recently, is rapidly obsolete in just six months. Sometimes I almost want to cry almost from the fact that you do not have time at such a quick pace. You must be aware of new trends and updates. Starters prefer motivational trainings: take it-bugs! I agree, at the first stage it is useful.

Well, if the first stage does not drag on for a long time. And then we need systemic knowledge. I, as a leader, should no longer stimulate me. I need technology and specifics. I carefully choose books, courses and trainings, where it is clear and easy to give useful and relevant knowledge today. And I build my trainings according to the same principles: easily-condemned, useful.

And personally, it is important for me that, ultimately, all this knowledge will be happy.