Written by: Annette Densham, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Over six seasons, Animal Kingdom took viewers on a rollercoaster ride of mayhem, debauchery, and many not so subtle masterclasses on how to be the leader of the pack. While watching the tautly written show, often through my fingers, I picked up many powerful lessons for those of us in business. While you do not have to do business like a Cody (let’s face it, a life of crime is not conducive to building a reputable brand), there were some poignant takeaways. Warning… spoilers ahead as we explore the lessons from Animal Kingdom.
Top of the list is delayed gratification.
Teenager Josh Cody moves in with his family of thieves, including his diabolical grandmother Smurf, after his mum dies of an overdose. He is sullen and devoid of emotions, which we find out why as the seasons roll out, but he does his best to fit in, winning their trust and loyalty. By the final episode, you cannot help but admire his long-term planning as he seeks out his revenge.
Over six seasons, he plays the long game, adapting as necessary to deliver the ultimate payback to the family who cast his mother out. Josh understands delayed gratification; that winning and success is not about right now, but putting in place actions and strategies to achieve a bigger outcome.
Far too often in business, people seek instant gratification ‒ a video going viral, dropping big bucks on programs that offer (but rarely deliver) immediate outcomes, 1000s of comments on a post, a single media article they hope will elicit big sales. Many have lost the ability to “delay an impulse for an immediate reward to receive a more favourable reward at a later time.” We just want it all NOW! The ability to put the next lesson in place is lost in the desire to be more, do more and have more right now.
Prior planning prevents poor performance.
When the Codys plan a heist, they spend a lot of time planning. They do not show up on the spur of the moment and hope it all goes off without a hitch. They spend time strategising approaches, looking for things that can go wrong, and what they will do once the job is done. Each person knows what their role is. Every action is thought out and explored to ensure nothing is missed.
Planning is vital to long-term success.
Without a plan, most people bump along the business ocean like little boats at the whim of the wind. Bouncing from the one next best thing to another. They fork out money to spend on courses that pop up like bright shiny objects, and then never do them. They jump from social media to social media platforms, never committing long-term to the big picture.
Successful businesses have plans and strategies, and invest in specialists to guide them on their business journey. A plan means you have a thorough understanding of what you do, why you do it and where you are heading. A plan is your map, highlighting the key actions you need to take to get more customers or clients, increase revenue and make an impact. Without a plan, people are really subscribing to the cross-the-fingers-and-hope-for-the-best strategy.
Don't spend more than you have
There were so many times in Animal Kingdom, when the Codys had a big score from a job, I thought ‘wow, I could retire on that’. But before long, the family was back planning another job. Money trickled through their fingers like sand. Their lifestyles demanded a constant churn of big dollars. But, if they had spent less on things that did not give them a return, they would have had more money for a rainy day. That is until Josh took control of the family business and started investing and looking to the future.
Often in business, we are only looking at what is right in front of us and not thinking about the future. This is why planning is so important, because if you know where you are going and what you need to get there, you will stop spending money on things that do not give you a return on investment. You won’t be flummoxed into paying $2000 for an ‘article’ on the promise that millions of people will see it. You won’t fritter your money on several courses that don’t add value to your plans. Or if there is a crisis or emergency, you have enough to cover it. Be careful with your money.
Understand your buyer
When the Cody brothers planned their heists, they talked about how they would ‘fence’ their spoils. If they had a cache of diamonds or computers, they always knew who would want what they had to offer, so they could frame the ‘sales’ conversation focusing on WIFT ‒ what is in it for the receiver. There were not many times they were left holding the evidence because they knew their audience.
In business, if you want to sell lots, you have to know who you are selling to ‒ what are their pain points ‒ and how you will make their life easier. This is not the time to wing it. Take the time to understand who your audience is so when you write content or do promos across social media, your prospective audience is left with the feeling that you get them.
Don’t get distracted by bright, shiny objects
Once a mark had been decided on, the Codys were laser focused on the job. They had a plan. They took the time to do ‘market research’ and they didn’t step outside their space. The times they did, something always went wrong because they didn’t stick to their lane. The same applies in business. Even though there is a lot to distract us, try to focus on your audience, your offering and your message. Don’t copy others just because it seems they are more successful than you. Don’t compare yourself to your competitors. Do what you do well. Become well known for what you do. Then marketing your business isn’t a burden, it's a joy.
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Annette Densham, Executive Contributor Brainz Magazine Multi-award-winning PR specialist Annette Densham is considered the go-to for all things business storytelling, award submission writing, and assisting business leaders in establishing themselves as authorities in their field. She has shared her insights into storytelling, media, and business across Australia, UK, and the US speaking for Professional Speakers Association, Stevie Awards, Queensland Government, and many more. Three times winner of the Grand Stevie Award for Women in Business, gold Stevie International Business Award, and a finalist in Australian Small Business Champion awards, Annette audaciously challenges anyone in small business to cast aside modesty, embrace their genius and share their stories.
