“House of Cards” transformed Netflix from a company that relied mostly on other studios’ content and DVD rentals into a Hollywood juggernaut that makes its own buzzy, watercooler TV and Emmy and Oscar winning films, shows and documentaries. The success of “House of Cards” helped legitimize Netflix and proved consumers were hungry for shows with shorter seasons (many Netflix shows have just 8-13 episodes) that they could view in a few sittings — a term we now all know as binge watching. Two percent of U.S. Netflix subscribers watched the entire 649 minutes of the second season in just over 72 hours. Around 6 to 10 percent of US subscribers watched at least one episode of the season the weekend it was released.
This is a major achievement, that makes us understand how the Marketing strategy implemented by Netflix has been successful, but the plot of House of Cards also offers some effective business strategy suggestions that you may not have expected; discover them with us.
1. Relationships matter
Frank focuses much of his time on forging and nurturing relationships. He understands that relationships matter.
Relationships between individuals and relationships between organizations are what drive success. Develop and nurture relationships. Frank’s ups and downs are determined by relationships, The growing relationship with his bodyguard Edward Meechum, the breakup between Walker and Tusk, the relationship between Frank and his wife Claire: relationships matter and when relationships break up , bad things happen.
2. Make friends in high places. But start at the bottom.
Frank’s a master at getting access to decision makers. How does he do it? He works his way up the food chain and offers his time, advice, and services generously. Then, when it comes time to ask the decision maker for the sale, he has a league of lower-level supporters (often related or close to the decision-maker) singing his praises and supporting his agenda. The analogy to sales here is quite obvious, but I’ll spell it out—no prospect is too unimportant or a waste of your time. It’s only a matter of figuring out how helping a less qualified prospect can get you in touch with a more qualified prospect.
3. A strong team is essential
Frank’s team is critical to his success. This is not happenstance. Frank has assembled a team comprised of individuals with the right skillset to achieve his goals. He understands that success cannot be achieved without these individuals. Assembling the right team is critical whether it be at the project or organizational level. A strong team is essential for success. There is no other TV series that demonstrates so clearly that no man can work alone: the team is as fundamental in politics as in a good business strategy. The US cannot be ruled by one person, even if that man is called Frank Underwood. Do you think you are the only one managing every aspect of your business? By empowering your team, you will have more time to do the most important jobs and to make decisions.
4. Be proactive
Frank once said: “If you don’t like how the table is set, turn over the table.” Frank does not wait for things to happen, he makes things happen. If you don’t like how it is going (or not going), do something about it. In Washington “no” don’t exist, but there are compromises, negotiations, plans B, alternative strategies. The next time you find yourself in front of a NO from your customer, supplier, collaborator, don’t give up but evaluate the situation as an opportunity to rethink your strategy. Always remember to ask “If this is not okay, then what is better?”
5. Stay true to your word
In business as in life it is important to stay true to your word. In Frank’s words: “The nature of promises, Linda, is that they remain immune to changing circumstances.”
6. Knowledge is powerful
“I don’t want to assume, I want to know”
Knowledge is critical to Frank’s success. Frank doesn’t make assumptions, rather he takes the time to learn the facts and to learn how the information he has gathered can best be used. Do the same. Take the time to learn about what matters to those around you, to your customers, and your industry. Use this knowledge constructively.
7. Emotions matter
Not all decisions are made based on logic. Although often ignored, emotion plays a significant role in business. Understanding and speaking to the emotions of a customer or potential business partner, for example, can be the key to success. Or as Frank puts it: “I should have thought of this before. Appeal to the heart, not the brain.”
8. Change often
Remy Danton, Frank’s former Chief of Staff, gives Frank a watch inscribed with a quote from Winston Churchill: “To improve is to change. To perfect is to change often.”
Change is critical. Without change it is not possible to meet the dynamic needs of customers and of your business. Without change growth opportunities will diminish.
9. Know your own weakness and don’t let them be your downfall
Don’t let your weaknesses be your downfall. Work at strengthening your weaknesses so that you are not an easy target. As Frank points out: “Even Achilles was only as strong as his heel.”
10. Don’t lose sight of the details
The details often get lost in the big picture. However, it is often the details that are critical to success. As Frank puts it: “Pay attention to the fine print. It’s far more important than the selling price.”
11. Do the unpleasant yet necessary things.
In the opening scene of season 1, we see Frank kill a suffering dog that has been hit by a car with his bare hands. As he tells us, nobody wants to do the unpleasant yet necessary things. To be a great sales person, you also need to do unpleasant yet necessary things sometime. You need to Google your prospects and find out more about them before you cold call them. You need to do some digging to find a new POC when your old contact falls off the face of the planet. Sure, you can try to push that work off to someone else, but like Frank says, nobody really wants to do it for you. The top performers know that, and they put in the time to do the less-fun side of sales.
12. Long view.
What if Frank had gotten the bid for Secretary of State? Would he have stopped there? Or was his plan to secure the Presidency all along? While we can’t know for sure, it appears Frank always had the end-goal in mind. The sales lesson? Don’t settle for the quick win when, with a little more coaxing and patience, you could land a longer term, more valuable deal. Do you have a prospect that only wants a free sample of your product or a trial of your service, but doesn’t want to pay for anything? Instead of nickel and diming them over a small offer, give them the freebie, and prove why they should spend more money with you down the line.
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