02 - Vas vodic poslovnog razvoja

Vaš Vodič PoSLoVNoG razVoja

stop moving toward a better, more - americans, – more than any other
capable, more effective version of people on the planet – know how to
our best selves. rise above a storm.

- Restaurant business needs someone - The single greatest cause for a new
who is honest, bright, straitforward, hire is not their inability to do the
and willing to learn and work hard. job but their inability to fit in.

- Human resources function is making - Put the right qualified person in the
effort to attract, motivate, reward right job at the right time.
and retain the best associates – from
servers to senior executives – in the - determine the best qualified person
restaurant industry. based on the stated requirements
for a job.
- The labor supply is high in quantity
but low in quality. a great need - only the fittest will survive these
exists for the selection and develop- difficult days.
ment of outstanding food service
workers. - job security is something an employer
controls and depends entirely on its
- Emloyment opportunities: financial health. Career security is
something you control.
1. Locally,
- First fix your career, than find the
2. regionally, job you deserve.

3. Nationally, - Spending money on your career is
actually an investment in you and
4. internationally, your future.

5. intercontinentally. - Paying for a service that advances
your career is unlike any other kind
- We develop world class employees of investment you can make.
and we are to be the sources of
success for our students and for the - if you do not invest in your career,
organizations that seek to recruit you are likely to fall into career bank-
and hire them. ruptcy or what is called unemploy-
ment.
- one of the key strategies for building
a healthy career is to work with win- - You should practice a skill that you
ners, both individuals and organi- already have. Make sure that your
zations. skills are updated all the time.

49

Muradinove mudrolije

- a fit career is the key to survival in - We are looking for people for whom
the current recession and the secret cooperation, rather than competition,
to success in recovery that will fol- is a key indicator of an organizations
low. integrity.

- Being short workers really demor- - it is the passive prospect we most
alizes the crew and affects customer want to attract and recruit. There
service. are only two things that will attract
and hold the interest of passive
- during the rush, manager is busy prospects: credible information on
observing the positions functioning. what it is like to work in your or-
ganization and interaction with their
- Human relations is an approach peers.
which places a premium on the need
of workers. - This is what the best employees are
looking for:
- Chief people officer position is at
the same level as the chief financial 1. The reputation of the organization,
officer. its products or services or even its
leaders.
- We are not in the food business
serving people, we are in people 2. The kinds of people who will be a
business serving food. new hires coworkers or the caliber
of their boss.
- i am born with work ethics, pride,
dedication, and preservance. i am 3. The location of the facility and the
born to lead, born to teach, born to quality of life avaliable in that area.
mentor, and most important, born
to create. 4. The opportunity the organization
presents to do interesting and/or
- Fundametals of learning: Listen. re- important work.
member. Write down. ask question.
Practice. Learn the basics. develop a 5. The prospects of professional growth
style. Stay humble. Keep listening. and/or advancement that would
Continue your education, and most come from employment.
important: Give back to others.
- The best employees, called „alpha
- The greatest asset a company has is career athlete“, recognizes their innate
its people. as the people grow, every- ability to act as individual and to set
thing around them will grow. their own unique course in the world
of work. They work on themselves

50

Vaš Vodič PoSLoVNoG razVoja

for themselves. They are interested - Training is different than education.
in learning just how good they can in training everyone must get the
be in their profession. They accept a highest mark. Everage is okey in
job because it challenges them to be education but not in training.
better than they have been and they
devote all of their talent to passing - Work to put people into jobs that
the test. „in search of excellence“, are well suited for them. Then train
that is what drives the „alpha career them and allow them to work toward
athlete“. important objecitives without too
much interference.
- We cooperate with one another,
with our clients, with our suppli- - You can hire people to work for
ers... you, but you must win their hearts
by believing in them in order to have
- Personal responsibility creates per- them work with you.
sonal freedom.
- Servers who exhibit exellent personal
- our motto: creating future for our qualities such as a neat clean apper-
students and profits for hotels and ance, a well – spoken manner, an
restaurants. ability to work as a member of team,
and a pleasant way with patrons,
- You must hire the best people for will be highly sought after.
your jobs, and then train and retain
them. and remember that motivation - Teach your waiters how to be a
is the key to successful training. sales person, not an order taker.

- Each job must be properly structured - Training is the nail; incentives are
to suit the needs of your company. the hammer.

O treningu na poslu - Waiters who are tired simply should
not be working.
- For employees to be successful:
1. They must want to do the job; - They cannot delever great service
2. They must be capable of doing the bacause they have no idea what it
looks and sounds alike.
job, and
3. Tey must be shown how to do the - if you think training is expensive,
try ignorance.
job.
- on-the-job training is as good as the
trainer is.

51

Muradinove mudrolije

- Every smart career professional today - The goal is to identify candidates
knows that education is a constant that have the natural talents to do
process, a life – long venture toward the job with exelence and ease.
becoming the best one can be.
- Select candidates that learn quickly,
- The personality of an individual is collaborate eagerly, welcome change
extremely important within the hos- and stay focused on results.
pitality industry and in my opinion
more so than the actual skills and - do not expect your people to be
experience of a candidate. something they are not.

- The personality is one thing that - You need people who want to play
you will never be able to change be- your game, not people who believe
cause that is the „being“ of a person, they have a better one.
whereby you can always train some-
one in how to silver serve or make a - Employees must take ownership in
cocktails, for example. self-development and skill upgrading.
For individual career development
- When we express our true nature we encourage students to take re-
we are human beings. When we do sponsibility for planning there own
not, we do not know what we are. career path. We provide them with
knowledge, information, guidance,
- Keen competition is expected for support and access to opportunity.
bartenders, waiters and waitressess
in popular restaurants and fine dining - You will always get a job and be
establishments, where potential earn- promoted more rapidly if you have
ings from tips are greatest. some fast food experience.

- Employers are more likely to hire - Many cooks and waiters are trained
and promote based on people skills on the job, receiving real work ex-
and personal qualities rather than perience and training from instructors
education. mentors in the restaurants where
they work.
- Employment of combined food
preparation and serving workers is - Fast food restaurant managers are
expected to increase faster than the capable people who can manage
everage. Those will be 21st Century employees, equipment, and money.
workers.
- Employers usually prefere training
given by training centers and pro-
fessional associations.

52

Vaš Vodič PoSLoVNoG razVoja

- We want to make sure our training - What is to be tought is determined
is necessary and effective. Training by what the students need and what
design is instructional design aimed they wish to learn.
at teaching a person to do a specific
job. - Unlike education, everyone being
trained must meet the objective.
- a task is one step in a duty. a duty
is one specific task an employee does - Learning is easier when information
that is part of the total job. is presented in several different ways.

- Work simplification is the study of - The principles of adult learning:
duties and tasks to determine the
most efficient methods of perform- 1. Trainees prefer an informal atmos-
ance. phere for training sessions where
trainees are treated as professional
- in Serbia, there is disconnect between rather than students;
the skills that hospitality schools,
college or university graduates pos- 2. Trainees need encouragement and
sess and the demands of the labor positive feedback as to their progress;
market.
3. Trainees should not compete with
- our job as instructional designers is each other, but with themselves;
to design effective training program
that assures mastery for every em- 4. Trainees learn at different speeds
ployees, and no detail is too small and may need individual attention
for an instructional designer. and training;

- Unlike children, adults have to want 5. Trainees must want to learn and
to learn something. if they see no understand why the material is nec-
point to it, they will not bother. cessary;

- Training differs from education in 6. Trainees must be told what they
that for training we need only teach are to do and then be shown the se-
what employees must know to do quential steps to do it;
the job, and all trainees must master
the material. We are training people 7. The training should be related to
to do things – not to understand or trainees life experiences;
know.
8. Trainees need real and tangible ex-
amples;

9. Trainees learn better by doing;

53

Muradinove mudrolije

10. Trainees should learn to do activity having them do the thing themselves.
correctly, then build up speed; if they do it right, they can go on the
job; if not, more training is needed.
11. Training should be conducted in after training, workers are coached
numerous shorter sessions; and counseled on the job.

12. repetition and practice result in - Training methods:
better retention;
1. The demonstration method
13. Keep lag time short between time
of training and the job; 2. Lectures

14. Use a combination of training 3. Self-instructional activities
methods;
4. Prepered training materials
15. Make the training interesting and
relevant; 5. on-the-job training.

16. The trainer should be well pre- - We must re-train a group of em-
pared; ployees if something changes in the
business.
17. The trainer must create a positive
learning enviroment; - The five training topics for the cook
position:
18. The trainer must exibit enthusiasm.
1. Cooking;
- of utmost importance is that trainees
master the training. Before we design 2. Seting up cooking lines and breakfast
any training program, we need to buffet;
make sure that it is what we really
need. 3. Cleaning;

- It is believed that about one in ten 4. Storage and inventory;
employees is of the creative or think-
ing type. 5. Sanitation.

- Getting the best talent is the first - Make sure that everyone in the
step in out – performing the compe- group can see, hear, practice, and
tition. understand.

- Performance is possible only in real - The trainer is not actually doing
work. We test for competency by the job. He is teaching someone
else how to do the job. Teaching
the job and doing the job are not
the same. They require totally dif-
ferent skills.

54

Vaš Vodič PoSLoVNoG razVoja

- We assure that the trainee does it - We watch what our employees are
right the first time, and every time, doing. We praise them when they
by showing new employees how to do their jobs well, and we correct
do it right. them when they are veering away
from standards.
- The only person who can put the
best practices to work effectively is - The human machine must rest, must
the best of you. be inspired, must have goals, must
think highly of itself to be creative,
- Corporate training programs are must rest periodically, and can be
very strong in providing the techical thrown out of aligment easily.
knowledge. Students need to learn:
1. How to deal with human rela- - „Take time to organize“ is a key
tionships, 2. How to work with other concept in motion economy and in
employees, 3. How to deal with cus- increasing productivity.
tomers, especially dificult customers.
- it must be made clear that the em-
- Managers in the hospitality industry ployee will have to meet certain stan-
manage people. To successfully man- dards or leave.
age people, we must know and un-
derstand our people. - Conversational ability is key in the
hospitality industry no metter what
- responsibilities of a manager include your position is.
the recruitment, tranining, and mo-
tivation of staff, establishment of - No restaurant is obliged to serve
goals, service quality assurance, and anyone if they have a good reason
budget management. He must be not to.
creative and original and be able to
anticipate or plan ahead. - You give up something and you
gain something.
- With management comes the re-
sponsibility of self-regulation. - Trust is good; control is better! But
you must accept that the business
- People who are talented want hope. will only run efficently when you
Not a chance to work at some job, are there in person.
but a chance to fulfill their dreams.
- We will have to run our organizations
- anytime we want people to change with man as they are.
something, we must consider if they
have the ability to do so. - To make many decisions fast means
to make the wrong decisions.

55

Muradinove mudrolije

- People are time-consumers and most - Hire only those who want to be
people are time-wasters. Time- neat, clean and orderly. insist on a
wasters often results from over- neat appearance, a smile, polished
staffing. shoes...

- Employee theft, absenteesm, sub- - They should have eather work back-
stance abuse, lower productivity and ground or academic background.
fewer profits are just a few problems They are not expected to become
that can occur when you hire or pro- highly skilled in all the jobs that that
mote someone who is not best can- position requires, but they are ex-
didate for a managers job. pected to know how each job is
done.
- Managers do not control the quality
of the product when the product is - Success in the hospitality industry
a service. The quality of the service is all about teamwork. Team is a
is in the hand of the service workers group of people prepared to work
who deliver it. together to meet guests needs. Mem-
bers of teams have assigned position
- Survival needs: 1. air, 2. Water, 3. with specific roles and responsibili-
Food, 4. Clothing, 5. Shelter. ties.

- Emotional needs: 1. To be loved, 2. Start small finish big
To be needed, 3. To be accepted in a
selected group. - Small business is the backbone of
the american economy and it will
- Man s fears are: 1. Sickness, 2. Pain, continue to be the future of this
3. death. country and many others.

- He avoides: 1. Criticism, 2. Failure, - it is an enterpreneurs world. Starting
3. Humilation, 4. rejection. small is better than never starting at
all. Begin with an idea. Think like a
- He hungers for: 1. order, 2. Law 3. visionary. Be persistent. do not give
Security and protection. up. opportunity waits for no one.
Earn your reputation. attract new
- Use public praise to stamp good be- customers every day.
havior in.

- Use negative reinforcement to stamp
bad behavior out. Criticism in private
makes a good manager and a loyal
employee.

56

Vaš Vodič PoSLoVNoG razVoja

- Unfortunately, few take the first you quit, you fail. if you give up,
bold step to actaully start business. you are out. if you stop playing, you
Few can master the energy and com- cannot play anymore.
mitment to begin.
- i choose to see every challenge as an
- Formal education is of no signifi- opportunity to learn more.
cance for business. Basically, you
need an idea, a little bit of monay, - He simply refused to stay down. By
and most importantly the desire to choosing hope over despair, he never
get started. yielded to failure, even though he
had to pick himself up and start all
- How to creat systems that will ulti- over many times.
matly produce a streamlined highly
organized and profitable company. - Hope is foundational quality of all
change.
- When you can define a category,
you insulate your business from the - Whoever said it takes money to
competition. make money was dead wrong.

- remember, customers want every- - Start-up money:
thing better, faster, and cheaper at
all times. innovation must always 1. inheritance,
take place to meet the customer s
changing demands. 2. Savings,

- Give your customers a sence that 3. Bank loan,
your business is a special place, cre-
ated by special people, doing what 4. Small business administration.
you do in the best possible way.
- all it takes to start a business is a
- Keep the faith. Believe in yourself need and a desire. You do not need
and your business, even when others a lot of money. But you better believe
do not. in whatever you are going to do.
Than be willing to do it, and work
- Persistance is probably the most im- at it every day.
portant attribute leading to success.
- To be successful you must think
- Never give up because you never positively. if you want positive out-
fail until you quit. You can never put, you must have to have a positive
succeed at anything if you quit. if input.

- He has simply learned how to suc-
ceed by being positive.

57

Muradinove mudrolije

- if you want a positive attitude, then - There are only two ways to make
you will have to choose to feed money: increase sales and decrease
your mind with optimistic, hope – costs.
filled, motivational, enthusitic in-
formation. - increasing sales is only half of the
profit equation.
- You maintain or you acquire the
right attitude by deliberately reading - Ways to increase sales: Effective ad-
inspirational material, such as this vertising campagns, better customers
book you are reading right now. service, quality products...

- all of us who made it learned how - decreasing costs – all the costs – is
to make money before we were the equally important other half.
teenagers. The world owed us noth-
ing. Therefore, if we saw an oppor- - Ways to decrease costs: Better buying,
tunity, we grabbed it. and we still greate labor productivity, lower em-
do. ployee turnover...

- They are visionaries who benefit by - Have monthly financial statement
their ability to see the big picture. it for better control.
provides an ultimate destination that
helps keep you focused. if you cannot - Have weekly financial statements.
see the big picture, you are probably it would be best to see the details
going to lose your way and end up the day after the week closes.
somewhere else.
- Every Wednesday every Subway
- You need to believe that it can be store calculates its – WiSr- weekly
done and that you can get it done. inventory and sales report -, meas-
uring the stores activity from the
- if you have to feel absolutely confi- previous Wednesday trough Tues-
dent before doing anything, you will day.
probably never get started.
- Progress requires that you introduce
- Business is a form of war, and there new product, new ways to get ahead
are casualties. of everyone else. This is not a once-
and- done experience. it is continuous.
- The size of the bisiness does not The only way to stay in business is
metter. To stay in business you must to continuously make improvement.
earn a profit.
- Success will mean financial inde-
pendence and everything that comes

58

Vaš Vodič PoSLoVNoG razVoja

with it, not only for you, but for - Foodservice equipment can be de-
many other people around you. vided into five categories:

- The leading edge is the bleeding 1. Storage;
edge. That means people who pioneer
new business often have to pay a 2. Preparation;
heavy price before they gain a reward.
3. Cooking;
- The simpler the idea the better. Make
sure it is an idea that arouses your 4. Serving;
interest, and an idea that will make
you proud. 5. Clean up.

- if you want an idea, look around, - remember, modern kitchen is a de-
find a problem, and solve it. Most partment which must never show a
businesses are copies of other busi- loss – always a profit.
nesses.
- The cost savings realized by proper
- on those days when nothing seems concept and design will many times
to work and you are thinking about pay the cost of the professional menu
quitting, return to this book and planner & kitchen designer. Top sat-
reread the struggles and challenges isfaction and exellent food and service
faced by some of the microentre- are the product of carefully planned
preners you met hear. facilities. Being involved as early as
possible in the project can only help
O kuhinjskim to achieve a more successful facility.
tehnologijama
- Technology will be the ansver to
- The modern kitchen designed for many business solution in the fu-
large hotel, restaurant and institutions ture.
may be compared to a factory.
- The best solution for kitchen is
- There are two kind of kitchens: 1. cook/chill and vacuum packing,
Manual kitchen, and 2. Central which are not just proposals but pos-
kitchen. sibly the best survival hope for large
restaurants.

- Maximum food thickness for vacuum
cooking is 5 cm.

- It is importand to understand that
above all it is a question of new
„philosophy“ – a new way to or-
ganize work in the kitchen.

59

Muradinove mudrolije

- Commercial kitchens will only be - How can i make things better for
different when they are capable for foodservice as a whole, not just for
a cultural revolution that recognises indipendent groups ensuring that
tradition, but that keeps up with the best equipment, price, and value
modern developments; not to do so reach the end user.
will result in failure.
- Things to consider in the selection
- There is no quicker way to go out of of equipment are simplicity of oper-
business than to serve infected food. ation, ease of cleaning and flexibility
That is why in all modern kitchens in use.
sanitation and clean work habits are
on the top of the list. Food safety is - Everyone knows you cannot do a
non-negotiable and a critically im- job properly without the right tools.
portant part of restaurant-and-food
service operations. - While chefs creativity is the number
one influence on what is on the
- The kitchen is a laboratory where menu, great equipments can enhance
everything is fundamentally impor- those options.
tant and has to be perfectly organized
to achieve the final objective, profit - The efficiency of your foodservice is
and client satisfaction. it must in- based on purchasing and using the
clude: correct commercial foodservice equip-
ment.
1. Maximum exploitation of space;
- develop specifications for food equip-
2. optimal use of human resources; ment.

3. Minimum risk of food contamina- - Hot air style frier.
tion;
- With fried food, digestibility worsens
4. adequately sized equipment; with cooking.

5. Maximum functionality of the kit- - Serving equipment also includes in-
chen. sulated carriers for use in transporting
food, rack for roll-in storage...
- in choosing and designing equip-
ment, the very first thing that you - Study the actual movements of an
must decide is what you are going employee before beginning to fill
to serve; the second decision must in equipment and space require-
be how you are going to serve. ment.

60

Vaš Vodič PoSLoVNoG razVoja

- The general principle for the kitchen - Fact – gathering is first stage of the
is „put things on the wheels“. Mobile design. a design problem clearly
equipment is a great aid to flexibility defined is half solved problem.
and may add to efficiency. That is
why kitchen planners are now in- - Every foodservice operator needs
creasingly using mobile shelving to to purchase equipmnent in order to
move food and utensils to and from produce the food products on the
preparation locations. menu. But productivity cannot be
accomlished without tight equipment
- Technology is an increasingly im- planning.
portant tool to maximaze productivity
and efficiency in restaurant opera- - There are many ways to prepare
tions. foods. Careful consideration is nec-
essary because the method selected
- Technology is being adapted for determine the kind of equipment
productivity gains on an unpreci- needed.
dented scale, from tracking inventory
to order – taking to training staff. - it is not financially advisable to buy
expensive equipment, or large, more
- Basic requirements for kitchen plan- sophisticated equipment than that
ning: 1. Space alocation, 2. Equipment which is essential for an operation.
selection, 3. Work centers arrange-
ments. - justify the purchase of the equipment.
if you do not need it, do not buy it!
- Space allocation:
- The dependence on the sales repre-
1. receiving area, 2. dry storage, paper sentative to establish the type of
storage, linen storage, 3. refrigerator equipment needed is harmful, be-
storage, 4. Freezer storage, 5. Main cause he does not have a knowledge
cooking area, 6. Pot washing, 7. Em- of the entire foodservice operation.
ployee dining area, 8. office, 9. Mens always remember that it is his job
washroom, 10. Ladies washroom. to sell equipment and your job is to
know what equipment to purchase.
- No foodservice plan can be fully de-
veloped without concidering one or - Consultants will make their equip-
more methods of waste disposal. ment selections based on the best
balance of performance, and budg-
- No suppliers are permited to enter et.
the production area.

61

Muradinove mudrolije

- Purchase new equipment if customer - it is not concidered economical to
is going to be viewing the equipment. build walk-in boxes less than 2,4 X 3
New equipment is primarily used meters.
in the front of the foodservice oper-
ation. - a walk-in should be used if a large
amount of bulk, unprepared food is
- Needs of equipment in large kitchen to be stored, whereas the reach-ins
will vary greatly, depending on how should be used in the preparation
the chef decides to purchase, prepare, areas and for storage of prepared
store, produce, and serve food prod- food.
ucts.
- determine where the pick-up station
- also, the amount of money and will be prior to laying out the line.
floor space that the chef has will
greatly influence the type of equip- - a cooking line is the heart of the
ment to be purchased. kitchen

- To ensure the quality of equipment, - a cooking station is where a partic-
bid shopping must be discoraged. ular type of cooking technique takes
place, such as broiling, which is done
- The equipment must be demon- at the broiler station.
strated, and employees must be
trained in its use. - The broiler is the major piece of
equipment that is needed to produce
- Goods should be remowed from steaks and other broiled items.
the case and cleaned before storage
at refregerator. - Cooking is a relationship of temper-
ature and time.
- reach-in units should be set conve-
niently in the work centers so the - Heat lamps and various warmers
travel of workers will be reduced. are avaliable for holding a variety of
foods at serving temperature. Choos-
- all the equipment will be located ing the right warmers is very critical
behind the hot food serving count- to quality control.
er.
- Basics type of knives:
- Food cools at the rate of 2o C degrees
at a minute. Preferred eating tem- 1. Chefs or French knife,
pereture for most hot foods is 57o C.
2. Boning knife,

3. Paring knife,

62

Vaš Vodič PoSLoVNoG razVoja

4. Slicer, - The office has moved from its site
next to receiving to where it can
5. Filleting knives. overlook food preparation and serv-
ice.
- For french service, you need a
rechaud and a gueridon or a portable - Wall colors in the kitchen should be
carving cart. soft peach or yellow.

- remember, small kitchen often turn - Exellent lighting under the hooded
out to be more efficient than the areas must be provided so it is easy
large one. You should group similar to watch the progress of food cooking
and ralated tasks close together. on the range.

- The flow of materials through the - Flat-top ranges for cooking and hold-
kitchen is the primary consideration. ing; open-top ranges for fast cooking.
Materials should move as short a
distance as possible and flow con- - Cook at low temperatures to reduce
stantly toward the service area with- shrinkage.
out delay and backtracking.
- in foodservuce organizations the
- Typically, food flows through six performance of employees is more
steps: 1. receiving, 2. Primary bulk important than equipment and raw
storage (walk-in coolers or freezers), material.
3. Preparation (washing, peeling,
cutting, chopping..), 4. Production - The more convenience or advance
(cooking the food), and holding the preparation built into a food, the
food for service, 5. Service – serving less it costs the operator in terms of
the food to the customer, 6. Sanitation, equipment, space, worker skills and
which includes dishwashing, pot- worker numbers.
washing, and disposal.
- A total prefabricated meat system
- Secondary storage: rach-in refrig- does away with all the meat cutting
erators or freezers. equipment, the butcher shop and
the butcher.
- Grouping storage close to prepara-
tion, or grouping preparation close - Six steps in washing the dishes: 1.
to production eliminates wasted Scrapping of waste, 2. Presoaking,
steps, motions, and time. 3. Washing, 4. Sanitizing, 5. drying,
6. Storage.
- The general trend is to move the
food from left to right.

63

Muradinove mudrolije

- remember that dishes rinsed at 60 - i can teach just about anyone how
C will not air dry as quickly as those to be cook or waiter. But they will
rinsed at 80 C. if the operators become never succeed until they acquire the
impatient and start to dry the dishes character qualities.
with towels, than the whole sanitizing
effort has been negated. - You have got to be the right kind of
person to do the right thing in order
- Breakfast plate 20 cm, dinner plate to have all that life has to offer.
25 cm, side plate 17 cm.
- rebronjas Balkan Best career schools
O obrazovanju u of restaurant business have to provide
ugostiteljstvu today the man who can run restau-
rants for tomorrow.
- all men by nature desire knowledge.
(aristotel) - When you hear something, you will
forget it. When you see something,
- our main objective is to prepare you will remember it. But not until
students for a successful professional you do something, will you under-
career. stand it.

- The winners in the coming recovery - We learn best when we understand
will be those organizations that both not only how to do something, but
improve the cappabilities of their why we should do it that way.
workforce in the present and upgrade
the skills of their recruiters for the - There is always another level of per-
future. fection to achieve and another skill
to master.
- our students work as part of a team
that provides exellent service, and - achievement itself is its own reward.
high – quality food in a clean, friendly at the start of training, look for the
and fun atmosphere. slightest sign of achievement and
revard it.
- We make great tasting food you can
feel good about. We have a way of - Nothing substitutes for experience,
combining ingredients that make however. The key element to the
our food explode with flavor. delivery of good service is profes-
sionaly trained people.

- We help people get through school.
it is demand – led – program rather

64

Vaš Vodič PoSLoVNoG razVoja

than being tailored to suit some col- workers. it was also considered to
lege and its staff. our qualifications be the most helpful source of training.
are organized so that they remain
relevant to up – to date demands for - Begining as a crew person, workers
workplace skills. can advance to the position of shift
leader, than to assistant manager,
- From those who know – for those and finaly to manager.
who want to know better.
- The major chains all have well-de-
- Know-how is more than knowledge. veloped training programs for man-
it puts knowledge to work in the agers.
real work in the real world.
- Courses for managers are often held
- Exemplary teaching and research on corporate campuses that have
standards. very elaborate training facilities.

- Effective hospitality industry training - No experience necessary, just an
programs are the result of blending open mind and a willingness to learn.
two separate technologies:
- You must determine the gap between
1. The technology of teaching, and where you are now and where you
need to be in the future in order to
2. The technology of industry. make your dream a reality. That gap
will tell you exactly what needs to
- Hospitality managers are not doing be done and learn to create the busi-
line jobs. They are hiring, training, ness of your dreams.
and supervising employees who do
these line jobs. - The american dream is actually a
state of mind. What american dream
- in gathering information, you must promises is not a right to happiness,
be able to analyze and evaluate care- but a right to achieve it on our own.
fully to sift out important materials
from useless data. - Flexible online and computer – based
training program are widelly ava-
- international exposure and experience libale now.
gained through the multicultural
work on the job is very important - The manager s job is to understand
for your career. what he knows and what he does
not, which opens the door to the
- The study shows that on-the-job ex- process of innovation, and orches-
perience was the number one source tration.
of training for the majority of the

65

Muradinove mudrolije

- What do i truly know?, is the question - Segment = a smaller division of the
every intelligent manager needs to market consisting of people with
ask to let go of the past, to engage similar needs based on commonalities
fully in the present, and to invent such as age, interests, or lifestyle.
the future.
- Target market = a specific group of
- Every person in your organization individuals at which a business aims
should agree to become a master at: its marketing.
1. Understanding the system, 2. Sus-
taining the system, 3. Practicing the - Team = a group working together
system, 4. improving the system, 5. toward a common goal.
Transforming the system.
- Training = the process used for the
Još o marketingu u development of knowledge and skills
ugostiteljstvu necessary to perform the jobs, duties,
and tasks found in an organization.
- Marketing is the identification of
customers and the development of - Work simplification = the study of
products, pricing, and distribution duties and tasks to determine the
aimed at satisfying their needs and most efficient methods of perform-
wants. ance.

- The heart of a marketing plan is the - Standards = a clear, consice descrip-
analysis and selection of target mar- tion of the way something is to be or
kets. is to be done.

- You should concider unique, creative - The commodity is the thing your
ideas as much as possible. customer actaually walks out with
in his hand.
- First, take a look at what you need
to accomplish. Then, go ahead and - The product is what your customer
develop a tactical plan to accomplish feels as he walks out of your busi-
your objectives. Finally, cost out the ness.
plan.
- restaurant product is not food. it is
- Niche = a potential market. experience. People buy feelings.

- To deliver the promise no one else
in your industry dares to make.

- The idea is to promise what you can
do and do what you promise.

66

Vaš Vodič PoSLoVNoG razVoja

- anything well advertised is half how to do the technical work of the
sold. business, he knows how to build a
business that works.
- decor is your merchandising tool.
Good decor with good food and - The entreprenour is the visionary in
service builds customer satisfaction. us. He lives in the future. The man-
ager lives in the present and past,
- When people go out to eat and using his past experience all the time.
drink, they prefer being with people The technician is the doer, he lives
like themselves. in the present.

- The kay marketing question is: „What - if they were equally balanced, we
must our business be in the mind of would be describing an incredibly
our customers to choose us over competent individual. Unfortunately,
everyone else“? few people who go into business
are blessed with such a balance.
- There is no one, absolutely no one
else like you. - The work of an entrepreneur is to
wander, to imagine and to dream
O top menadžerima not in the past but in the future.
i vlasnicima u
ugostiteljstvu - I wonder is the true work of the
entrepreneurial personality.
- The basic difference between an or-
dinary man and warrior is that a - You must have a vision for yourself.
warrior takes everything as a chal- it should encompass who you wish
lenge while an ordinary man takes to become – not who you are now.
it eather as a blessing or a curse.
- There are no small people, only
- Everybody who goes into business small visions. Tension around the
is actually three-people-in-one: 1. little things in our lives is a sure sign
The techician, 2. The manager, and of our lack of a bigger vision.
3. The entrepreneour.
- An entrepreneur is single handedly
- The technician makes the fatal as- accountable for creatin a vision for
sumption that because he knows his company, and he is obsessed
with his vision.

- He knows what he wants and he
will not give up till he gets it.

67

Muradinove mudrolije

- The entrepreneurs vision takes in - Those who take risks can expect a
an entire enterprise, while the man- greater revard than those who choose
agers vision includes only fragments security.
of one.
- Those who expect little, get just that.
- Instead of living for the now, or in Sky is the limit for those who dare
the past, entrepreneurs are devel- to dream.
oping concerns for anticipating to-
morrow and avoiding disasters in - Tactical work is the work all techin-
the future. cian do.

- Also, they develop habits of getting - Strategic work is the work their
expert help. managers do.

- once you know what you want, - Top manager s list is a list of goals
only you can get it. rather than specific tasks that need
to be done.
- You have achieved nothing until
you can actually show that idea - The true work of business owner is
works – and that can take time. the strategic work rather than the
tactical work.
- The more clearly you know where
you are going, the more effective - The purpose of going into business
will be your thinking. is to get free of a job so you can
create jobs for other people.
- remember that it is much more dif-
ficult to achieve several objectives at - So that you can invent something
the same time. that satisfies a need in the market-
place that has never been satisfied
- Nothing will ever get done unless before.
there is motivation to do it.
- Focus on developing business that
- Leaders must be dreamers. Hospi- works.
tality is rich with dreamers in spite
of the fact that the hospitality business - Part of the challenge is to differentiate
is not an easy business. But as the your company from the competi-
saying goes, nothing worthwhile tors.
ever comes easy.
- The three phases of a business
- We do something not because they growth: 1. infancy, 2. adolescence,
are easy, but rather because they are and 3. Maturity.
difficult and challenging.

68

Vaš Vodič PoSLoVNoG razVoja

- The person who launches his business of a business is not what it sells but
as a mature company must also go how it sells it.
through infancy and adolescence.
- The true product of a business is the
- The tragedy is that the condition of business itself.
infancy and adolescence dominates
Serbian small business. - How can I get my business to work,
but without me?
- Businesses that „get small again“
die. - How much money do you need in
order to be independent of work, to
- Every day was a day devoted to be free?
business development, not doing
business. - Creativity thinks up new things.
Innovation does new things.
- We did not do business, we built
one. - Great inventors often end up leading
enterprises.
- Very best businesses are fashioned
after a model of a business that - The inventor has the ability and the
works. desire to see opportunities where
none seem to exist.
- How will my business look to the
customers? How will my business - What is needed is a revolution in
stand out from all the rest? the idea of management.

- if your idea is a positive one, your - Management system is the solution
business will reflect that optimism. and the commitment to thinking of
his organization as a small business.
- We must provide our inner entre-
preneur with a model of a business - it is the ability to treat the organization
that works, a model that is so exiting as a small business – and manager
that it stimulates our entrepreneurial as a small business owner – that
personality – our innovative side – produces results.
to break free of the technicians bonds
once and for all. - There are two major routes up the
management ladders in this industry.
- The manager and the technician one is to begin as an hourly worker.
need their own models too. The other is to have some training
after high school which allows an
- The business format franchise is employee to enter the field as salaried
built on the belief that the true product

69

Muradinove mudrolije

worker in a supervisory position - What is monotonous to one person
such as assistant manager of a fast is chalenging to another.
food resturant.
- Three kinds of money an organization
- Even recent graduate of the Harvard creates are:
Business School must begin their
White Castle careers as hourly work- 1. income,
ers.
2. Profit, and
- job tasks at fast food:
1. Bus or clear tables, 3. Equity.
2. Sweep/mop floors,
3. Clean restrooms, - income is the money that everyone
4. Unload trucks, is paid.
5. Clean parking lot,
6. Cook food, - Profit is what is earned after everyone
7. Prepare food, is paid.
8. assemble or pack orders,
9. Take orders, - Equity is what the business is worth.
10. Take money,
11. Host or hostess in dining room, - if the manager owned his business,
12. Suggestive selling, equity would be the most important,
13. relieve manager, profit would be second most impor-
14. Train workers, tant, and incom would be the third
15. Supervise workers, most important.
16. order food and supplies.
- Profit is the money the organization
- To be succesful manager, you have makes to finance its growth.
got to think like an owner and teach Profit for growth sake.
your people to do the same.
- Managers do not manage people;
- You have got to become a personal managers manage the system by
profit center and to analize the cost which your business achieves its ob-
of doing business every day. jectives.

- Without a management system noth-
ing can truly be managed. The first
part of a management system is in-
novation.

- innovation is the ability to create
what could be.

- attempting to be innovative without
a picture in mind of the result you

70

Vaš Vodič PoSLoVNoG razVoja

are there to produce is a waste on 1. Know what you want,
energy and time.
2. Know you have the power to get it,
- You must know for whom and why
you are innovating. 3. There can be no causes other than
your own,
- The role of the innovative manager
is to engage with the present in a 4. if you cannot manage yourself, you
fully enlightened manner while in- cannot manage anything,
venting the future, with the realization
that no „best solution“ exists.. 5. There are no simple answers, only
complex questions,
- Manager of tomorrow will be more
an entrepreneur; a creator of things; 6. Before it gets better, it is going to
a conductor of an orchestra; an in- get worse,
ventor; a leader.
7. These rules must become the defin-
- Good manager knows that you do ing principles of your life.
not organize people – you organize
work. - a vision is not something a manager
is expected to think about; it is some-
- and you do not create the position thing to be executed.
first, you create the organizations
system first, and then the positions - Four hierarchy of system compo-
will identify themselves. nents:

- in order to get your people to do 1. How we do it here,
what you want, you will first have
to create an environment that will 2. How we recruit, hire, and train pe-
make it possible. ople to do it here,

- For the manager, the focus is: 3. How we manage it here and,

- First, me. 4. How we change it here.

- Second, the organization of which - It is the system, not only the people,
i am a part. that will differentiate your business
from everyone elses.
- Third, the people aroud me.
- Three kinds of system:
- The seven rules of management in-
dependence: 1. Hard systems,

2. Soft systems and,

3. information systems.

- The purpose of a system is to free
you to do the things you want to do.

71

Muradinove mudrolije

- A selling system is a soft system. - For a rich man, the best role in the
world is that of host.
- The power point selling system is
composed of two parts: - The three divisions in the organization
of work:
1. Structure, and
1. The enterprise = The entrepreneur,
2. Substance.
2. The business = The manager,
- Sructure is what you do. Substance
is how you do it. 3. The practice = The technician.

- The whole thing was put together - This is absolutely essential – without
in a way the owner believed would the authority, there can be no ac-
make a positive impression on guests. countability. accountability without
authority feels safer – that is why
- The work we do is a reflection of we agree to it.
who we are. How we do our work
becomes a mirror of how we are in- - in order to transform your work as
side. a manager, you must secure the au-
thority necessary to fulfill your ac-
- The business is a place where every- countability.
thting we know how to do is tested
by what we do not know how to do, - if you cannot get the authority you
and that the conflict between the need, get out of here!
two is what creates growth, what
creats meaning. - authority comes in several forms:

- in a people-dependent business, the – the authority of the entrepreneur;
assets go home every night.
– the authority of the manager,
- in a system- dependent business, and
the assets are there with you no mat-
ter who is minding the store. – the authority of the techician.

- respect for all people in all depart- - The entrepreneur has the authority
ments is essential to great leader- to decide the direction of the enter-
ship. prise.

- To entertain a guest is to make your- - The manager has the authority to
self responsible for his happiness so manifest the entrepreneurs vision in
long as he is beneath your roof. operation of the business of the en-
terprise.

72

Vaš Vodič PoSLoVNoG razVoja

- The technician has the authority to - The wrong time for decision making
exercise his capability, capacity, and is when you are tired, frustrated or
resources to impliment the managers upset emotionally.
processes and systems to fulfil the
entrepreneurs vision. - Some people have the drive in large
amounts, others have very little.
- The technician is either an apprentice, Those who have it focus on problem
a craftsman, or a master. solving and future; those who lack
it are concerned with today and the
- There is a system of practice; a past.
process through which results are
produced. - The leaders who are most successful
(personally and professionally) are
- a decision is no better than the in- those who take time for themself.
formation on which is based. They re-energize away from work
and seek opportunities that help
- Everyone makes wrong decisions, them grow mentally, spiritually and
even the most successful of people. phisically. in short, they have a life
and they are thankful for it.
- a decision which is the result of
group thinking may not be as good - The achievment drive may concetrate
as one formed in a superior mind. on betterment and improvement of
yourself. The key is to recognize not
- i have learned from experience that who you wish you were or who
one must never be absolutely certain others would like you to be, but
that the decision he takes or the ideas rather who you truly are.
he has are always correct.
- No one rises further than their
- often one can have a point of view dreams. You have to set for yourself
which leaves out certain consideration only those goals that are attainable
or factors. and there is nothing more at a given moment. often men show
useful or positive or practical when what they are really capable of only
a decision is going to be made on an when circumstances place a task be-
important issue than hearing evry- fore them
body else s opinion.
- an idea requires a leader of extraor-
- one must have a proper appreciation dinary abilities; someone who has
of the things he has accomplished, within his personality spark which
but he should never consider himself
deserving of the recognition that be-
longs to the many.

73

Muradinove mudrolije

exites man. Which gives flesh to the - To become a brand, you have got
idea from day to day. to develop a way of doing what
you do that dramatically differen-
- It is progress toward a goal that tiates your enterprise, your organi-
sparks an operation. Goals that have zation, your business, from every
been reached do not motivate people other one.
any more.
- any organization that is not a brand
- Three natural business evolution: is not intelligent.

1. innovation, - it is not your business you have to
fear losing, it is something much
2. Quantification, and bigger than that. it is your self.

3. orchestration. - Great people are those who know
how they got where they are, and
- Innovation is the heart of every ex- what they need to do to get where
eptional business. An innovator is they are going.
a man with planty of ideas and a
courage to run with them - to build - Great people have a vision of their
and improve. lives that they practice emulating
each and every day.
- if it is not innovation, than it is com-
plication. - Executives are the individuals who
develop a mission or a plan for a
- What is the best way to do this? company or organization.

- innovation is the „best way“ skill. - The effective executive fills positions
and promotes on the basis of what
- In an innovative company everyone a man can do.
grows.
- No one is strong in many areas.
- orchestration is the elimination of
choice at operating level of your - The most important thing to find
business. it is the enemy of order, out is what he really can do.
standardization, and quality. or-
chestration becomes „The way we - all one can measure is performance.
do it here“, rather than „Who does and all one should measure is per-
it here“. formance.

- To become a truly intelligent or- - To get strenght, one has to put up
ganization, it has got to become a with weaknesses.
brand.

74

Vaš Vodič PoSLoVNoG razVoja

- They never talk of a „good man“ - Planning is the thinking that precedes
but always about a man who is the actual performance of work.
„good“ for some one tasks. Every decision is like surgery.

- Effective executives do first things - The service – based leader is always
first and they do one thing at a time. in service to others within the or-
ganization making sure others have
- Nothing ever goes right. The unex- the tools to get the job done.
pected always happen and nothing
new is easy. - orders from the manager should
proceed trough the assistant man-
- The most time consuming part of agers, department heads, and su-
any task is the conversion of decision pervisors.
into action.
- The supervisor has to please man-
- Timing is a most important element agement, employees and the guests.
in the success of any effort. He is expected to be not only a ledaer
but a follower.
- The most important thing about pri-
orities is not intelligent analisis but - Good listening is an art which if
courage. To do so you should: properly applied becomes a general
attitude.
1. Pick the future as again the past.
- Understanding others is a difficult
2. Focus on opportunity rather than art which can be learned best under
on problems. practiced supervision.

3. Choose your own direction – rather - The listener wants to help the other
than climb on the bandwagon. person make a decision, but he does
not want to make the decision for
4. aim high, aim for something that him.
will make a difference rather than
for something that is „safe“ and - asking people s opinions is a subtle
easy to do. form of a compliment which all
enjoy.
- one can organize the future to com-
pete with the present. - avoid humor which may be at some
individual s expense.
- People experienced in an area should
be expected to have an opinion about - one of the secrets of the success of
that. several fast food restaurant chains is

- Unless one has considered alterna-
tives, one has a closed mind.

75

Muradinove mudrolije

that there are no executives, only - Without your primary aim, your
working managers. life will drift aimlessly, without pur-
pose, without meaning.
- in several ways a manager is a rare
bird. He need not be intellectual; in - it is better to look for the opportunities
fact, the intellectual is not likely to as opposed to panicking over the
make a good manager. problems.

- different kind of manager s person- - Every opportunity comes with pros
alities: and cons, and as a business owner,
your job is to evaluate them.
1. activity – on the go,
- a man of knowledge chooses a path
2. Vigor – high energy level, with heart and follows it.

3. impulsiveness – dominance, - To choose, one must have standards.
To have standards, one must have a
4. Stability – calm during crisis, vision. To have a vision, one must
rise above the whole organization
5. Sociability – likes people, to see its place in the world.

6. reflectivenes – mediative, - The game of every organization al-
theoretical, ways start at the top, not somewhere
in the middle.
7. Sycophant – ingratiating himself
with those in power, - Look at the entrepreneur. is he the
kind of man you admire and re-
8. Bulldozer, spect?

9. Manipulator, - a calm leader tends to calm the
group. a confident leader lends con-
10. Leading, fidence to others.

11. Playing the long shots, - Entrepreneurship starts with a drive
for action.
12. Hard work.
- drive for action derives from the
- in a large operation the general man- knowledge that success is possible.
ager may be more of a coordinator
and public relations figure. - Knowing what to do is significantly
more important to the entrepreneural
- The opportunity is only for improve-
ment rather than for real change and
innovation.

- The two yardsticks that measure
economic results are:

1. The increase in productivity and,

2. The increase in profitability.

76

Vaš Vodič PoSLoVNoG razVoja

organization than knowing how to - Conscious organization are those
do it. Once you know what to do, that possess a clear vision.
the how will quickly follow.
- We work to completely change not
- a managers strategic objective must only how we do things, but what
marry his primary aim with the things we do, so as to more effectively
strategic objective of the company respond to the world we live in.
he work for.
- opportunity waits for no one, and
- You must consciously choose the the opportunities you miss can haunt
right organization, one whose aim you forever.
serves your aim, your passion.
- Having a personal philosophy is the
- Noise is a tension produser. all cus- best leadership tool of all.
tomers want the ability to hold a
conversation without raising their - I now know that I serve my people
voices. and not that they serve me.

- Every group effort requires a leader. - organize around functions and ac-
contabilities rather than around per-
- Someone leads, the rest follow. Many sonalities.
people avoid leading, especially when
some new behavior is called for. - Business as a corporation, not as a
partnership.
- The subordinate acts the way his
supervisor acts, not the way his su- - Shareholders, not partners. Share-
pervisor tells him how to act. holders is the role outside of the
business. inside of the business they
- The man trained for tody is out of are the employees.
date tomorrow.
- There is nothing more disastrous
- it is often necessary to give up your than a partnership gone bad, unless
will to another so you can grow into it is a family business, that is. Family
the selfawareness of conscious choice. businesses are even worse than part-
nership.
- organizations are composed of im-
perfect people. - opportunities are where the opera-
tion is less than what it should be.
- There are two kinds of organizations:
- Evalution of ideas on production
- conscious and organization of the commercial
restaurants:
- unconscious.

77

Muradinove mudrolije

- 1960 - Efficiency else he is nothing. The most effective
- 1980 - Efficiency + quality + consultant depends on people within
the client organization to get anything
flexibility done.
- 1990 - Global costs + total quality
- It takes knowledge and energy to
+ just on time. improve your, or somebody else s
business.
- „just on time“ means a product is
ready just at the right moment. - The important thing for that is that
you have the necessary experience,
- Leadership is that ability to take qualifications, and skills that an
people and bring them to places individual – or company wants per-
that they would never have been formed.
without your influence, your assis-
tance, and your help. - it is good business to find a need
someone has and than fill it. The
- one eather meets or one works. one need for fresh ideas. The need for
cannot do both at the same time. maximum efficiency. if you know
how to increase the efficiency of an
- an organization in which everybody organization, you have something
meets all the time is an organization important to sell as a consultant.
in which no one gets anythin done. Consultants bring with them fresh
ideas. They are emissaries of new
- if you fail to plan, you plan to fail. information.

- if you do not know where you are - Also, the need to diagnose problems
going, any road will take you there. and find solutions. The need to
train employees. The need for a
- if you do not have a competetive complete turnaround. Turnaround
advantage, do not compite. specialist, or troubleshooters, com-
mand heavy-duty fees, as much as
- in the restaurant business, you are $2.000 a day or more.
only as good as your last meal.
- Types of needs in hospitality indus-
O konsaltingu try:

- a consultant, who by definition has 1. organizational needs;
no authority other than that of knowl-
edge, must himself be effective – or 2. Position needs, and

3. individual needs.

78

Vaš Vodič PoSLoVNoG razVoja

- The needs assessment process be- - What can I and no one else do
gins with reviewing everything that which, if done really well, would
already exists. make a real difference to your com-
pany.
- in consulting, the purpose of an
contact is to make an appointment. - It is important to remember that
clients will not automatically come
- Second stage is the need analysis to you. You must market your con-
presentation. sulting service.

- Third stage is the solution presen- - The first impression you make with
tation. your client should be the very best.
dress as neatly as possible, and try
- Present realities and future possi- to look as much as possible like your
bilities. client.

- i doubt that we americans are the - it goes without saying that you had
only ones seeking improvements. better be what you advertise.

- You must learn to be a good mar- - always remember that a verbal con-
keter and a good salesperson. tract is still a contract. Not recom-
mended with new clients and for a
- define a particular opportunity. one large prospects.
of them might be rehabilitation of
existing foodsevice installations which - Never tell anyone how you out-
opens up a brand new market. smarted someone in negotiations.

- all of foodservice instalations in - Defining the central problem is
schools and universitys, hospitals, the single most dificult, and most
and restaurants, in addition to hotels, important task in consulting prob-
over ten years old require some plan- lem solving. You should handle
ning and equipment evaluation. each problem separately.

- The emphasis in design for the -The steps of scientific problem solv-
new kitchen is on more modern ing:
equipment and more efficient serv-
ice. 1. desiding on objective,

- I will not accept any assignments 2. analizing problems,
that I feel would not be fruitful for
my clients. 3. Gathering data (preparation),

4. organizing data,

79

Muradinove mudrolije

5. inducting (preparation), time about what you are going to
say.
6. Planning,
- do not memorize, and do not read
7. Prichecking, anything. You can use eather 7,5 X
15 cm file cards or visual aids to
8. activating plans, help you discuss each point.

9. Evaluating (verification). - do not under any circumstances ex-
tent your presentation unless re-
- Many famous and successful people quested to do so. To do so is disaster.
use subconscious mind to solve im-
portant problems and help in their
decision making.

- When you are performing as a con- - Always prepare for any live demon-
sultant, you are in a leadership role. strations by actually doing them
You are helping, coaching and in- ahead of time.
fluencing someone else to reach a
better state. You are a leader, there- - The trick is in mental rehearsal of
fore, ethics, closely aligned with in- your presentation – sort of a delib-
tegrity, must be a primary consider- erate daydreaming. You should do
ation. it in the night before making pres-
entation, just before you go to sleep.
- Performing your work with high This creative visualization technique
ethical standards is tough. But it is will amaze you.
worth it. When you respect yourself,
others will respect you as well. Not - The split focus technique is when
only are high ethical standards and you visualize the presentation while
integrity the right principles to main- you phisically do something else,
tain, but you will find that their such as working in the garden or
maintenance is good business. taking a shower.

- Enthusiasm is absolutely crucial. - i try never to get into an argument
If you do nothing else, be enthusi- with a client.
astic. Enthusiasm is the most im-
portant secret of making a good - You should view members of the
presentation. audience as friends, not adversaries.

- You cannot just stand up and speak - Make your answers short and to the
without having thought ahead of point.

80

Vaš Vodič PoSLoVNoG razVoja

Iz autobiografije - We also have made energy con-
Ray Kroc-a, osnivača sumption in our stores more efficient
McDonalds-a than in the average home for prepar-
ing equivalent meals.
- i have always believed that each
man makes his own happiness and - i have always dealt fairly in business,
is responsible for his own problems. even when i believed someone was
it follows, obviously, that a man trying to take advantage of me. i al-
must take advantage of any oppor- ways take a man at his word unless
tunity that comes along. he has given me a reason not to, and
i have worked out many a satisfactory
- For me, work is play. it is the meat deal on the strenght of a handshake.
in the hamburger of life.
- The first thing you have to sell is
- as long as you are green you are yourself. Than, you must perfect
growing, as soon as you are ripe, every fundamental of your business
you start to rot. if you expect it to perform well.

- i was fascinated by the simplicity - When i have my mind made up
and effectiveness of the system they about a business deal, that is it. i
(braća Mcdonalds) described that was going to move ahead regard-
night to me. less.

- Because helping others is such an - I knew exactly where I wanted to
important part of life, my philosophy go, and how to get there.
is one of helping my customers. i
made sertain they did not lose by - I always say exactly what I think; it
dealing with me insted of a com- is a trait that has gotten me in trouble
petitor. plenty of times, but i never have
problems getting to sleep at night
- We were doing well despite the de- with a guilty conscience.
pression. When times are bad is the
best time when you want to build - That is why i could never be a politi-
business. But, business is not like cian. Not that i think a politician has
painting a picture. You cannot put a to be dishonest – but he has to com-
final brush stroke on it and than promise some things he believes in
hang it on the wall and admire it. strongly for the sake of political ex-
pediency. i could never do that, no
sir.

81

Muradinove mudrolije

- i believe that if you think small, you and value, and competition will
will stay small. There is almost noth- wear itself out trying to keep up.
ing you cannot accomplish if you
set your mind to it. But, you are not - There will be just one great motivator
going to get it free, and you have to in developing franchisee loyalty in
take risks. this operation. That is if i have got a
fair, square deal, and the guy makes
- The basic decision was that the cor- money. If he does not make money,
poration was not going to get in- I am in trouble. But I will be right
volved in being a supplier for its op- out there helping him and doing
erators. it started our evolution as a all I can to make sure he makes
company whose business was de- money.
veloping restaurants and selling fran-
chises to operate them. - Training and development of em-
ployees remains a major emphasis
- Our aim was to insure repeat busi- for Mcdonald s.
ness based on the system s reputa-
tion. - The professional chef we have is
concetrating all his talent on our
- The basic philosophy is that we are simple menu, and the results are
an organization of small business- culinary art in fast – food form.
man.
- He worked his way up from the
- Since a Mcdonald s restaurant is a lowest crew position to manager of
prime example of american small the store. Now, i am trying to find
business in action, the husband – out what other potential he might
wife team is basic for us, because it have within the corporation.
takes guts and staying power to
make it with one of our restaurants. - it has always been my belief that
authority should be placed at the
- i gave a lot of man the opportunity lowest possible level, otherwise, the
to become millionaries using our best one go elsewhere.
standard formula for success: „In
business for yourself, but not by - a drive – in kiosk is a restaurant
yourself“. that is the symbol of „society on
wheels“ in which people eat on the
- Do not be afraid of competitions. move holding their food in their
Just stress your own strenghts, em- hands.
phasize quality, service, clenliness,

82

Vaš Vodič PoSLoVNoG razVoja

- Our colleges are crowded with - Achievement must be made against
young people who are learning a possibility of failure, against the
lot about liberal arts and little about risk of defeat.
earning a living.
- Where there is no risk, there can be
- Career education, that is what this no pride in achievement and, con-
country needs. They should train sequently, no happiness.
for career, learn how to support
themselves and how to enjoy work - The only way we can advance is
first. by going forward, individually and
collectively, in the spirit of the pio-
- Than, if they have a thirst for ad- neer.
vanced learning, they can go to
night school, take on-line learning - We must take risks involved in our
program, o buy books and learn by free enterprise system. This is the
themselves. only way in the world to economic
freedom. There is no other way.
- The key element in these individual
success stories is not education, it is - and now, i am content to sit back
determination. and listen, giving my opinion when
it is asked.
- Nothing in the world can take the
place of persistance - - Kad je ray Croc umro za njega je na
sahrani rečeno:
Talent will not; nothing is more
common than unsuccessful man „Ray gave us an example. He gave
with talent. us an examle to be generous, to
be toughtful to others, to be fair –
Genius will not; unrevarded genius minded, to have balance, to do
is almost a proverb. nothing in excess.

Education will not; the world is He was positive, not negative.
full of educated derelicts.
He was giver, not a taker.“
Persistance and determination alone
are omnipotent.

- Happiness is not a tangible thing,
it is a byproduct – a byproduct of
achievement.

83

Muradinove mudrolije

Iz knjige WORK must work to preserve that health
STRONG every single day.
Your Personal Career
Fitness System - accept it – commit to engage in Ca-
reer Fitness – and you will increase
by Peter Weddle not only the paycheck, but the satis-
faction – the fulfillment – you bring
- This book introduces you to and ex- home from work.
plains the principles of successful
career self – management environ- - No matter how hectic things become,
ment that will be especially turbulent no matter what the demands we
and challenging in the 21st Century face at home and work, most of us
world of work. realize that life is best enjoyed when
we stay healthy.
- The resulting vitality you acheive in
your career empowers you to stand - Good health enable us to live a
up to employers that act like bullies good life.
– that is not all employers, of course,
but far too many in today s world of - The good old days of going to work
work – and to stand out with em- for a single employer, of spending
ployers that enable you to do your most, if not all of a career with the
best work. same company, are gone forever.

- Who is „Career activist“? „Career - in the 21st Century world of work,
activist“ is a person who is deter- job change is part of every job you
mined to find a career path that take. Change is the one thing that
will liberate him to experience the we humans most hate to experience,
epitome of his work persona. To be yet change is being forced on us at a
a first class citizen in the social breathless rate. it is a dizzing new
archicture of the United States of norm that unsettles our career and
america. destabilizers our lives.

- What is Career Fitness? Fundamen- - Employers can harm us, but they
tally, Career Fitness is the recognition cannot heal us. Employers take care
that, as with our phisical health, we of themselves and nobody else. They
are personally responsible for the will not refurbish our careers or find
vitality of our own career, and we a path for us to meaningful and re-
varding work.

84

Vaš Vodič PoSLoVNoG razVoja

- Employers are simply ensuring their as tough but fair, strong willed but
own survival by responding to the responsible, deciseve but open to
pressures of competitors and expec- the views and concerns for others.
tations of consumers and stockhold-
ers. - They are committed to their own
success and to the success of those
- in economist s terms, these companies who worked for them.
are behiving rationally.
- Criminal behavor among corporate
- There is a difference, however, be- leaders has now become a regular
tween what an employer does and feature of daily news.
how he does it.
- Most executives are not crooks, of
- While it may be rational behavior to course, but too many are.
eliminate jobs and shed workers, es-
pecially those who are weaker than - They misunderstand the difference
they, bullies engage in repeated and between management and leader-
intentional acts designed to humilate ship.
another by causing them physical,
emotional and/or psychological - They worry more about doing things
harm. right than about doing the right
things.
- They are indifferent to the impact
their behaivor has on others; they - They are so engrossed in achieving
care only about what it does for their their own success that they cannot
own power and status. see or appreciate the contribution
of those who made their achieve-
- Bullies pick on people and torment ment possible.
them because they see doing so as a
way of enhancing their own stand- - They are the Narcissuses of modern
ing. american capitalism, and sadly, they
are often celebrated for what they
- Human bullies are abusive, and do.
sadly, that is exactly the way many
employers are now behaving. - This condition do not produce
better products or services. Quite
- Contrary to bullies, the titans (old the contrary; they lead to more ac-
fashioned businessmen) were re- cidents on-the-job, more absen-
spected because they were viewed teeism due to chronic illness and
pain, and an escalating incidence

85

Muradinove mudrolije

of workplace rage, intolerance and - Bullies pray on those they perseive
other anti-social behavor. to be weak.

- Bad employers are now squeezing - Our only resourse, therefore, is to
workers untill they are used up. strenghten our position in the work-
place.
- Most of us are not employed by
the so-called „best company to work - organizations may employ us, but
for“. we hold the talent they need to sur-
vive and prosper.
- as difficult as it may be to beleive,
we can change the way our employ- - in the past, there were more of us
ers behave. We have the power to than emloyers needed so they could
correct what they do to us. We may (and did) push around.
be individuals and our employers
may be organizations that tower - Today, however, the situation is re-
over us in size, but we can force versed. Now, there are more em-
them to treat us better. ployers than there are workers with
critical skills and experience.
- We can make them stop deceiving,
manipulating and hurting us for - All of the sudden, talent has become
their own glorification and aggran- the sinew of career security. if that
dizement. sinew is well developed – if our ca-
pacity to contribute on-the-job is
- We must confront the bully in our strong – it will protect us. and, if
careers. the sinew is flexed, it will give us
the power to force employers to re-
- We must decide that we will no spect our interests as well as their
longer accept the mistreatment of own.
bad emloyers.
- Where should we choose to invest
- We must find the courage to stand our talent, to work in the 21st Cen-
up for ourselves, our careers and tury?
our stake in the american dream.
- Good employers are led by execu-
- Bullies do not change their ways tives who model the behaviors, set
simply because we tell them to. Bul- the policies and take the actions
lies have to be forced to act differently. necessary to create an environment
and, we can do that too. in which we can do our best work.

86

Vaš Vodič PoSLoVNoG razVoja

In essence, they see themselves as - Career Fitness is unlike anything
our partners in success – their success you have ever been tought in the
and ours, as well. past about how to achieve a successful
and rewarding career.
- Career Fitness takes you back to
your roots and enables you and, - Career Fitness is not about your
hopefully, inspires you to believe ability to attain a certain position in
that: company s hierarchy.

1. Happiness can and, indeed, should - it is not a way to work yourself up
be achieved on-the-job; to be a manager or the director of
your department or the supervisor
2. The pursuit of that happiness is the of your work group.
definition of healthy career;
- in the 21st Century workplace, man-
3. There are specific career self-man- aging your career is much more like
agement activities which, if impli- climbing on a career jungle gym
mented correctly, will give you the than it is like scaling a corporate lad-
stamina and strenght necessary to der.
execute your pursuit successfuly;
- on a jungle gym, moving forward
4. and that the key to survival and does not necessarily mean moving
prosperity in the 21st Century world up. insted, the jungle gym forces
of work is continuous self-invest- you to find your way forward by
ment. moving in many different directions
– sometimes up, sometimes sideways
- How will selecting any academic and, sometimes, even backwards or
subject help me figure out what i down.
want to do with my life?
- The pursuit of your goal is not de-
- How will it relate to what i want to terred by these couse corrections,
be – to the kind of career i will have, however, if you keep your eye on
to the work i will focus on? i guess it your objective, if you remember your
will come to me; it does for everyone goal and keep working toward it.
eventually, right?
- rudimentary as that metaphor may
- Once again, what is career fitness? seem, it provides an accurate image
How do you achieve it? And, why of how career will unfold in the
bother? What is it going to do for constantly shifting tableau of a
you?

87

Muradinove mudrolije

technology-rich, increasingly global, - We were being forced to see our
highly interconnected and tightly personal success as a victory over
interdependent world of work. others, not as a victory of our own,
and that malformed prism deflected
- For the first time ever in the world us from the pride and sense of ac-
of work: complishment we seek in our work,
and deserve from it.
1. You get to plot the direction your
career will take, and - Career Fitness, in essence, is a system
for centering your career on the
2. You are the one who makes it hap- workplace activity which will bring
pen. you true and lasting self – fulfillment.
it provides the means with which
The Old Definition of Success you can actually work at your pursuit
of Happiness.
- Historically, employers have defined
career success for their employees, - Career Fitness is a system because it
and their definition was expressed encompasses two distinct, but inte-
with the career ladder. it was the grated components. They are:
measuring stick of advancement.
rising up the corporate ladder meant 1. a philosophy that defines the pur-
that you had made progress in your pose of your work and
career.
2. a regiment of activities for imple-
- if you define success as moving up menting that philosophy in your
the ladder – as we were forced to do career.
by employers – everyone else not
on that rung was, by definition, a - a healthy career is note mesured by
failure. what employers can give you –
wealth or status or power – but
- Getting promoted is now the most rather, by what you can give yourself
stressful experience in someone s – personal satisfaction, self-respect
life. The psychological and emotional and fulfillment. The purpose of your
trauma of moving up in the corporate work, therefore, is to be your per-
hierarchy has become more difficult sonal best at an endeavor that has
to deal with than even the anxiety meaning and importance for you.
of a divorce or the despair of a death
in the family. - To be your personal best is to draw
on the special talent and capability

88

Vaš Vodič PoSLoVNoG razVoja

with which you were born. It is to employed at what we most like to
give expression to the self-defined do and have the natural talent to do
and self-created exellence that re- well.
sides within you and each and all
of us. It is to enjoy your Natural, - 88% of american workers daydream
your unique occupational talent – about quitting their job „to become
the workplace activity at which you a success at something totally dif-
excel and in which you feel the ferent“. in other words, no matter
most challenged, purposeful, happy how much money they were making,
and complete. This endeavor is your no matter how high up the corporate
calling, and it is the only work that ladder they had climbed, no matter
is not onerous, dissatisfying and, how many country club member-
ultimately, harmful to the health ships and exotic vacations and invi-
of your career. tations to limited access events they
had accumulated, they had yet to
- You take home the feeling of pride achieve anything that felt like genuine
that comes from doing your work success at work.
completely. You are motivated,
therefore, to achieve a level of ca- - Working with our Natural is the
pability that will enable you to con- sure way to reach for the career
tinue your effective performance champion within each and all of us,
on-the-job. and that stretch to our best self is the
only way to defeat the bullies that
- our Natural involves work that is employ us.
magnetically engaging, and deeply
meaningful to us. our Natural is - The fact is that there is the capacity
our occupational passion because it for superior work within all of us.
uniquely challenges and completes We are born with it and hold it
us. We are driven, therefore, to be within us forever. Every single person
the best we can be in our work and has the inherent ability to discover
that peak performance produces a and live with the unique talen that
double reward: (1) we earn a mone- is their special gift.
tary and (2) a spiritual paycheck.
We are paid an income and an ex- - Starting out in the world of work
traordinary outcome – the profound takes personal courage and resolve.
happiness that arises when we are it is a commitment to oneself, a de-
termination to stay true to what is
an integral part of who we are as an

89

Muradinove mudrolije

individual being. it means we do no other choice will take on an oc-
not seek employment in those fields cupation that is generally considered
and jobs that pay the most or are the to be undesirable.
most convinient or others think are
best for us. instead, we center our - Such social evaluations, however,
work on that to which we feel natu- have absolutely nothing to do with
rally and perfectly connected. and what makes an individual happy.
our Natural is as integral part of us The way someone feels about work
as our personality. is personal, profound and should,
therefore, be unaffected by social
- Having expertise, in and of itself, norms and popular values. in fact,
does not mean that you are working work is inherently neutral. outsiders
with your Natural. To put it another may (and probably will) have their
way, „know how“ does not equate view, but only those on the inside –
to „know you“. on the other hand, those who are actually employed in
if you first get to „know you“ and an occupation - know what it is
than develop „know how“, you are really like. only they are in a position
on your way to a meaningful and to judge its value. and, the measure
satisfying career. You are building of that value depends primarily on
competency in what is an integral their personal experience, on the
and natural part of who you are sence of purpose and the feeling of
rather than in a set of tasks defined self-worth they derive from doing
and directed by your employers. in the work.
essence, you work at becoming good
at you, not being good at some job. - We can work in a field about which
we are passionate if we remember
- We all know that some careers and that our Natural is both that which
jobs are perceived to be more worth- we enjoy doing and that which we
while than others. That is why well- do well. When we work both at
meaning parents, spouses, and what we most enjoy doing and at
friends urge us in one direction and what we are most capable of doing,
away from another. in their view, we position ourselves to reach a spe-
there is no redeeming value in doing cial zone of perfomance. it is an arc
work that lacks prestige or is onerous of excellence that lift us up to a level
or dirty. They beleive there is a hier- of self-realization that cannot be
archy of work, and only those with reached in any other way. at the

90

Vaš Vodič PoSLoVNoG razVoja

nexus of those two cardinal directions, 2. Those individuals who are partic-
we are empowered and enabled to ularly competent in their field – the
be our personal best. and, only that experts in their profession, craft or
high bar of behavor produces genuine trade. Employers consider these
and lasting happiness at work. workers to be „the best talent“ be-
cause they are a- level performers;
- Today, however, anyone and every- they deliver consistently superior
one with a connection to the internet results on-the-job.
can transform themselves into well
informed and highly skilled man- - Those who have rare skills and those
agers of their own careers. They can who are performers now have their
do so right from their own homes choise of employers. They do not
and desktops. directing your careers have to work for bullies. They can
so that it achieves goals that are (and should) select organizations
meaningful and rewarding for you that respect their talent and apply it
requires genuine skill and in-depth in the workplace to their benefit as
knowledge, and now the internet well as the organization s. They have
has made both available to everyone. the power to pick good employers.
as a consequence, the internet has
democritized career self-manage- - No less important, the shortage of
ment; it has brought the skills and the Best Talent has also changed the
knowledge required for the pursuit dynamic of the workplace. People
of Happiness – in the workplace at who have hard-to-find skills and /or
large and on-the-job for a specific are super-star performers can:
employer – within the reach of every-
one. 1. Expect the best assignment – the
most important and most interesting
- What is „the best talent“ from em- work – from their employers;
ployer s perspective? it is workers
with the specific expertise that a spe- 2. require that those employers pay
cific organization needs to succeed. them at the top of the scale for their
Today, the Best Talent encompasses field;
two cohorts of the workforce:
3. oblige their employer to provide
1. Those individuals who possess cer- for their ongoing education and pro-
tain critical, but hard – to – find fessional development;
skills, and
4. demand that their employers con-
tinuously introduce better tools,

91

Muradinove mudrolije

techniques and technology on-the- 3. Stretching yourself to achieve a
job in order to aid and sustain their healthy career does not hurt, but
superior performance; instead empowers you to feel hap-
py.
5. Even influence the assignment and
advancement of supervisors and 4. Your best work never ends nor
managers. does your responsibility for per-
forming it.
- as you can see, the balance of power
in american capitalism has shifted. - Whatever your title, seniority or
We the People now have the capacity profession might be, you will also
to determine both where we will and always have to serve as the cap-
work and under what terms and tain of your own career. Not a coach,
conditions. Clearly, Career Fitness but the captain. The one who sets
is the way we nurture our Natural the pace and the tone and, ultimately,
so that we achieve career health and, steels the conviction to success. Being
ultimately, happiness. your own career captain is actually
your „first job“. it is your primary
Learning the Principle of responsibility, your first priority.
Healthy Career Why? Because it serves you and
your family, not some organization
Career Fitness Principle # 1 and its stockholders. it refocuses
your career on being the best you
- as long as you are managing, you can be for the people who matter
have to always be thinking of getting most to you, not on being the human
better. as long as you are doing resource of some employers or,
what you are supposed to be doing, worse, pawn for some corporation
you have got to think about getting bully.
better.
- a successful career in the 21st Century
- There are four principles that support will not happen because you do
Career Fitness: good work for your employer. rather,
you can only achieve a successful
1. You are the captain of your career career by doing work that is good
and the keeper of its health. for you. if your work engages and
challenges you, it will stimulate your
2. You must exrecise your freedom to optimal performance, and it is the
experience the best of what is inside
you.

92

Vaš Vodič PoSLoVNoG razVoja

satisfaction you earn from your own Sure, your labor should serve your
peak performance that promotes a employers – that is what you get
vibrant and rewarding career. paid for – but it is equally as impor-
tant that it serve you, as well. To be
- only you can make the decision an appropriate and responsible user
about which jobs you will accept of your talent, the work you do must
and which course your career will benefit you – not only in your pay-
take as a concequence. Why? Because check, but in the satisfaction and
the priorities and responsibilities of sense of accomplishment you bring
employers are different – very dif- home from the workplace each day.
ferent – from yours. Most U.S. em-
ployers are for-profit companies, and - achieving this binocular view of
according to contemporary business the value of your work is your pri-
practice, they have a single, all con- mary responsibility as the captain
suming responsibility: to deliver a of your career. it is the essence of
financial return on the investment the job. and happily, all of us have
of their shareholders. if that means the inherent capacity to do it and do
adding new technology to eliminate it well. You can be the captain of
jobs or making workforce cuts to re- your career because you (and every-
duce headcount or sending jobs to one else) are born with a „career
another state or overseas to slash genome“. as with our human
expenses, then that is exactly what genome, it is composed of dNa, the
they will do. dNa of a successful career:

- You, of course, bring a more personal - D = our innate desire for develop-
perspective to the workplace. You ment. Every human being wants
see yourslef as a contributor, as some- purpose, challenge and meaning in
one who provides the genuine ca- their work because they are building
pability and dependable commitment blocks of personal growth and exel-
necessary for the organization to lence.
succeed.
- N = our innate need for nurturing.
- The value you deliver to an employer, Every person wants to work in an
however, is only half of the picture. environment where they will feel
The other half is often overlooked, comfortable, engaged and supported
but is just as important. it is the in their quest to do their best work.
value your work delivers to you.
- A = our innate drive for advacement.
Every individual wants opportunities

93

Muradinove mudrolije

to expand their contribution at work - Career Fitness is a regiment that ex-
and to extend their accomplishments ercise your Natural so that the work
and their success in their field. of you career remains meaningful
and rewarding for you, regardless
- Career security is the safety net of of the job you hold or the organization
the 21st Century. it represents the which employs you. it provides a
ability to be employed without way for you to overcome the four
lenghty or disruptive interruption. risk factors that weaken and can
it is the capacity to keep working even mortally wound your career:
and to do so with employers and at
jobs you select. Unlike job security, 1. Lethargy – being indifferent to what
however, career security is not happens in your career or too lazy
something an employer provides; to do anything about it;
it is a state of being in the work-
place that you create. it requires 2. Habit – being so comfortable with
that you transform yourself from a the routine and the familiar in your
career pacifist to a career activist. career that you refuse to move be-
Career security is a commitment to yond where you are;
youself to build occupational
strenght, agility, endurance, and 3. Fear – being so obsessed with the
reach for youself. How? With Career difficulties and the challenges of
Fitness. change that you avoid it; and

- Career Fitness provides the skills 4. Self-satisfaction – being so enam-
and knowledge you need and prac- ored with what you have already
tical steps you must take to direct accomplished that you stop striving
your career toward employment ex- to do more.
perience that work for you. it is fine
if they also work for your employer, - These four factors put your career
but they must always and without at risk because they make you im-
exeption work for you first. mobile. They cause you to stand
still, to hold back, to remain where
Career Fitness Principle # 2 you are. And, when you do that –
when you accept inaction – you re-
- You must exercise your freedom to main unfinished, incomplete. When
experience the best of what is inside you stop moving forward, your career
you. grows flabby and your reach falls
short of the best that is inside you.

94

Vaš Vodič PoSLoVNoG razVoja

- job security is a 20th Century idea – a paycheck – to what you control –
that has been overtaken by events the satisfaction and pride you derive
in the 21st Century. Today, employers from your work. That is your personal
face such intence competition in both act of emancipation. it is the liberation
their domestic and global martkets of your occupational persona.
that they can no longer create secure
jobs for any employee, wether they - Centering your career on your Nat-
are Chief Executive officer or the ural is the foundation of career se-
mailroom clerk. This new reality curity. The corse you select may or
cannot be changed by an employ- may not involve a change in em-
ment contract, a collective bargaining ployment. it may or may not shift
agreement, the loyalty that is shown you from one assignment to another
to an employer, or even the highest in your current job or move you
level of on-the-job performance. In from your current job to another
effect, companies no longer have with your current employer or take
the power to promise, let alone you from working for that employer
guarantee, that you will have a job to work for another. What is critical
from one day to the next. is that you make the claim and you
make the claim happen. You act.
- a commitment to career securuty is You take the steps that produse
the defining attribute of the rational change, a change in and for you.
and responsible working man and You initiate and perpetute your own
women in the 21st Century. it is personal growth.
based on quentessential american
values: individualism, a can-do work - a healthy career, then, is a jorny,
ethic, and a profound belief in one s not a rest stop. it is not defined by
right to Life, Liberty and the pursuit going to work for as long as possible
of Happiness. So, building a career in a single job or for a single employer.
that protects and serves your best in most cases, that is static. it is the
interests is now the realistic goal of career equivalent of standing still.
every worker. and in today s ever – changing
workplace, motionless is a form of
- Career security accomplishes that desperation and, ultimately, self-de-
goal by changing the central focus feating. Career vitality is built with
of your work. it transfers your at- aspiration. it is a commitment to
tention from what employers control continuous self-improvement. it is
non-stop personal progress.

95

Muradinove mudrolije

- Momentum in career is the personal then Career Fitness is a form of pre-
advantage that occurs when your ventive action. one wards of physical
work achieves a rhythm of peak per- ailments and disease; the other wards
formance that produces superior re- of career cardiac arrest or the painful,
sults and creates meaningful oppor- debilitating and potentially fatal trau-
tunities for you at work. When it is ma of unemployment.
achieved with an extraordinary de-
velopment – an act beyond what is Career Fitness Priciple #3
expected of you on-the-job? and
what is that act? - Streching yourself to achieve a heal-
thy career does not hurt, but instead,
- it can be any one of the following: empowers you to feel happy.

1. improving your capabilites for per- - Forsing yourself to endure acute
forming your current job; physical discomfort does not enhance
your physical power; it actually
2. acquiring new capabilities in order weakens and eventually destroys it.
to secure a new job;
- Career Fitness, on the other hand,
3. reaching for a more challenging encourages you to see your work in
position that will enable you to ex- a very different way. any job that
press all of the capabilities you have seems dull and unpleasant to you
improved and acquired. should be done by someone else
who finds it interesting and exiting
- These self-development actions ex- or, at the very least, satisfying. The
pose you to new ideas, alternative employment experience should be
perspectives, additional knowledge, a chance to „play“ at something you
and greater opportunities. They, in enjoy and get paid to do so. a healthy
turn, enable you to draw on more of career unfolds like an adult game; it
your Natural and express it more is a series of challenges – the jobs at
fully in your work. in short, these which you are employed – that em-
momentum-building actions set you power you to dream bigger, reach
up to be the best you can be, not the further, and achieve more than you
„best“ your employer expects or bul- ever have befor. Your work, in
lies you into providing. essence, becomes the way you dis-
cover more about the champion who
- Career Fitness prepares you for such lives inside you and, as you come to
proactive behavior. if physical fitness
is a form of preventive medicine,

96

Vaš Vodič PoSLoVNoG razVoja

know that person, to raise the level us would prefer to do and, absent
of your performance on-the-job. That outside influences, is the way most
achievement of your personal best, of us will naturally go to work. Be-
in turn, unleashes a chemical reaction cause, on the job, people feel skillful
in the brain that humans are hard- and challenged, and therefore feel
wired to seek. it produces a cognitive more happy, strong, creative, and
state that every person crives. We satisfied. Work, in other words, pro-
call it happiness. vides that rare opportunity for self-
exploration which brings us to a
- Pushing yourself to develop a healthy new realization of who we are and
career, therefore, does not hurt; it what we can be. it, alone, gives us a
enables you to feel happy. it is the way to search and express the full
way you transform the single largest dimensions of our natural talent, to
segment of you life – the time you see and experience the best we can
spend at work – from painful passage be. That expression of our own magic
into a jorny of self-exploration and leaves us profoundly fulfilled. it is
self-fulfilling expression. You are not the source of true happiness.
competing with others on a race up
some corporate career ladder, nor - No one pretends that work is all
are you competing with yourself to fun. Quite the contrary. The most
see how much unhappiness and dis- fulfilling work confronts you with
satisfaction you can endure on-the- dificult, even demanding challenges.
job. instead, Career Fitness is based The goals may be set by an employer,
on two simple, but powerful ideas: but they can – indeed, they must –
also have purpose and meaning for
1. First, work can and should be good you. That kind of work enters you
for you on the inside as well as on in a race, not with others, but with
the outside, and yourself; not up career ladder, but
across a career jungle gym, not for a
2. Second, achieving the full measure job defined by some employer, but
of such goodness is an exercise in to a finish line that demarks a victory
developing and using your Natural, for you. it comes not from the position
the special talent that is an integral you hold in an organization, but
part of your being. rather from the work you do in the
position.
- There is ample proof that centering
one s career on a mental and spiritual
paycheck is actually what most of

97

Muradinove mudrolije

- What is behind disconnect between ments of career satisfaction (i.g., self-
job satisfaction and career satisfaction? respect, self-knowledge, self-expres-
There are several root causes: sion and, ultimately, happiness) are
determined by you. They are created
1. a job is transistory and so too are by you at your discretion and based
its benefits. in the 21st Century on your capacity and expertise at
workplace, you will work in multiple work.
jobs for multiple employers. Your
career, on the other hand, may not - research reveals that work – not
be forever, but it is certainly a long your job – is the one best way to dis-
term endeavor. Hence the benefits cover your personal best. For that to
it provides – at least when it is happen, however, you must focus
healthy – are stable, dependable and your work on your Natural and its
enduring. application to the challenges that
hold meaning for you. Because, the
2. a job is controlled by an employer, best moments usually occur when a
and, as many of us know all too person s body or mind is stretched
well, it can be eliminated by that to its limits in a voluntary effort to
employer without warning or re- accomplish difficult and worthwile.
course. The employer ensures its That stretching does not hurt, but
success by managing jobs and, as rather empowers you. it enables you
an organization, does not care how to go beyond external expectations
its decisions about those jobs affect or requirements and reach for inner
you. Your career, on the other hand, possibilities. in essence, the optimal
is a central part of your life, and experience – the time when you feel
your success depends upon how most satisfied and happy – is some-
well you manage it. Your career is thing that you make happen inside
controlled by you, and, as an indi- yourself at work. in other words,
vidual, you determine its course, its work provides that rare opportunity
outcome and, ultimately, its impact for self-exploration which brings us
on you. to a new realization of who we are
and what we can be.
3. The elements of job satisfaction
(e.g., pay, benefits, work schedule...) - There are two kinds of fulfillmet,
are determined by employer. They and both are essential to living a
are provided by emloyers at their rich and rewarding life: Happiness
discretion and based on their finan- and joy. Happiness is a cognitive
cial capacity and expertise. The ele-

98