Who Not How

1. Shift from "How" to "Who" to Achieve Bigger Goals

"You can accomplish a million times more if you stop asking 'How?' and start getting Whos."

Paradigm shift. The "Who Not How" philosophy encourages a fundamental change in problem-solving approach. Instead of asking "How can I do this?" when faced with a challenge or goal, ask "Who can help me accomplish this?" This shift in thinking opens up new possibilities and allows you to leverage the expertise, skills, and resources of others.

Expanded capabilities. By focusing on "Who" instead of "How," you can:

• Overcome limitations of your own knowledge and skills
• Access diverse perspectives and specialized expertise
• Accomplish multiple goals simultaneously
• Scale your efforts and impact beyond what you could achieve alone

Real-world example. Michael Jordan, arguably the greatest basketball player of all time, didn't win an NBA championship until he had the right "Whos" in place – teammates like Scottie Pippen and coach Phil Jackson. This collaboration allowed Jordan to transcend his individual talents and achieve unprecedented success.

2. Freedom of Time: Delegate Tasks to Focus on High-Value Activities

"Efficiency is doing things right. Effectiveness is doing the right things."

Prioritize impact. Freedom of Time is about strategically delegating tasks to free up your schedule for high-value activities. This doesn't just mean having more leisure time, but rather focusing your energy on tasks that truly matter and align with your strengths.

Practical steps:

• Identify your "Unique Ability" – activities that energize you and produce the biggest impact
• Create an "Impact Filter" to clarify goals and delegate effectively
• Invest in capable "Whos" to handle tasks outside your core strengths
• Eliminate decision fatigue by offloading routine choices

Mindset shift. View delegation not as a cost, but as an investment in your future productivity and success. By freeing up your time and mental bandwidth, you create space for creativity, strategic thinking, and pursuing bigger goals.

3. Freedom of Money: Invest in Whos to Increase Earning Potential

"If you have enough money to solve a problem, then you don't have a problem."

Abundance mindset. Freedom of Money is about having the resources to solve problems and pursue opportunities. It's not just about accumulating wealth, but about strategically investing in "Whos" that can multiply your earning potential.

Key principles:

• Focus on results, not effort or time spent
• Shift from a "cost" mindset to an "investment" mindset when hiring Whos
• Recognize that your earning potential is directly tied to the quality of your team
• Use money to create leverage and solve problems quickly

Example: An entrepreneur who hires a sales manager for $120,000 might see profits increase by $2.5 million in the first year. This 20x return on investment demonstrates the power of investing in the right Whos.

4. Freedom of Relationship: Build Transformational Partnerships

"Be nice to the people on your way up, because you'll meet them on the way down."

Beyond transactions. Freedom of Relationship means cultivating deep, mutually beneficial connections that go beyond mere transactions. It's about creating a network of support that enhances both personal and professional growth.

Key strategies:

• Approach relationships with a "What's in it for them?" mindset
• Continually nurture and provide value in your relationships
• Express genuine gratitude and appreciation
• Seek to be a "hero" to your collaborators and team members

Transformational vs. transactional. Transformational relationships are characterized by:

• Both parties giving more than they take
• A focus on long-term mutual growth
• Openness to change and evolution of the relationship
• Commitment to a shared vision or purpose

5. Freedom of Purpose: Expand Vision Through Collaboration

"The only way to make your present better is by making your future bigger."

Evolving purpose. Freedom of Purpose is about continually expanding your vision and sense of meaning through collaboration. Your purpose isn't fixed but grows as you connect with inspiring Whos and take on bigger challenges.

Expanding vision:

• Seek Whos who challenge and inspire you to think bigger
• Be open to unexpected directions and opportunities
• Use collaboration to tackle "moonshot" goals that seemed impossible alone
• Recognize that your purpose can positively impact and transform others

Example: J.R.R. Tolkien might never have completed "The Lord of the Rings" without the encouragement and feedback of his friend C.S. Lewis. Their collaboration expanded both authors' visions and led to works that have impacted millions.

6. Overcome Procrastination by Finding the Right Whos

"Procrastination is wisdom—if you listen to it."

Reframe procrastination. Rather than viewing procrastination as a character flaw, see it as a signal that you need help. It often indicates that a goal is important but beyond your current capabilities or bandwidth.

Action steps:

1. Identify areas where you're procrastinating
2. Ask "Who can help me accomplish this?" instead of "How can I do this?"
3. Use an Impact Filter to clarify the goal and needed support
4. Find a Who with the skills, knowledge, or resources to move the project forward

Mindset shift. Embrace the idea that getting help isn't cheating – it's smart strategy. By leveraging others' strengths, you can achieve goals faster and with less stress.

7. Create Value First in Relationships to Attract Opportunities

"Try not to become a man of success, but a man of value. Look around at how people want to get more out of life than they put in. A man of value will give more than he receives."

Give before you get. The key to building powerful relationships and attracting opportunities is to focus on creating value for others first. This approach builds trust, demonstrates your capabilities, and often leads to unexpected benefits.

Strategies for creating value:

• Do your homework to understand what others truly need or want
• Offer relevant and meaningful help or resources
• Share ideas that could benefit their projects or goals
• Make introductions or connections that could be valuable to them

Example: Joe Polish, founder of Genius Network, built relationships with influential figures like Richard Branson by first focusing on how he could help their causes and projects, rather than what he could gain from them.

8. Develop a Buyer's Mindset to Choose the Right Collaborations

"Always be the buyer."

Selective partnerships. A buyer's mindset means being selective about the relationships and opportunities you engage in. It's about choosing collaborations that align with your values and vision, rather than saying yes to everything.

Key principles:

• Clearly define your goals and non-negotiables
• Be willing to say no to opportunities that don't align, even if they seem lucrative
• Recognize that your time and energy are valuable resources
• Seek partnerships where both parties are equally invested and excited

Example: A financial advisor turning down a potential high-net-worth client because their values and working styles didn't align, ultimately leading to increased team morale and attracting better-fit clients.

9. Apply the 80% Rule to Move Projects Forward Quickly

"Eighty percent is already getting results while a hundred percent is still thinking about it."

Progress over perfection. The 80% rule encourages rapid iteration and feedback rather than striving for perfection before sharing work. This approach accelerates progress and allows for collaborative improvement.

Implementing the 80% rule:

• Set clear deadlines for producing initial drafts or prototypes
• Share work-in-progress with trusted Whos for feedback
• Be open to constructive criticism and suggestions
• Iterate quickly based on feedback rather than starting over

Mindset shift. Recognize that "done" is often better than "perfect." The sooner you involve others in your process, the faster you can refine and improve your work.

10. Shift from Competition to Collaboration for Greater Success

"Competition is for losers."

Abundance thinking. Moving from a competitive to a collaborative mindset opens up new possibilities for growth and innovation. Instead of trying to outdo others, focus on how you can combine strengths to create something greater.

Benefits of collaboration:

• Access to diverse skills and resources
• Ability to tackle larger, more complex projects
• Reduced stress and increased support
• Potential for unexpected innovations and breakthroughs

Example: The friendship and collaboration between J.R.R. Tolkien and C.S. Lewis led to the creation of some of the most beloved fantasy works in literature. Their mutual support and feedback elevated both authors' work beyond what they could have achieved alone.

11. Become a Transformational Leader to Empower Your Team

"The only way to be remembered fondly is to increase others' capabilities."

Empowering leadership. Transformational leaders focus on developing their team members' capabilities and aligning individual growth with organizational goals. This approach creates a more engaged, innovative, and high-performing team.

Key aspects of transformational leadership:

• Individualized Consideration: Attend to each team member's needs and development
• Intellectual Stimulation: Challenge assumptions and encourage creative problem-solving
• Inspirational Motivation: Articulate a compelling vision and instill a sense of purpose
• Idealized Influence: Lead by example and build trust through ethical behavior

Practical application: Create opportunities for your team to stretch their abilities, provide regular feedback and recognition, and invest in their personal and professional growth. By helping your Whos expand their capabilities, you ultimately expand what's possible for your entire organization.

Last updated: January 24, 2025