The Science of Recognition in Business
Recognition is an important aspect of business that is often misunderstood. For some, this term may symbolize unwanted attention. For others, it may be feeling seen and heard, while others all together may interpret it as feedback, which has its own connotations. The point is recognition is important and unique to everyone.
In today’s interconnected business landscape, Marcus Buckingham’s research reveals a powerful truth about effective management and recognition. Buckingham states, “Average managers play checkers, while great managers play chess.” He elaborates:
“The difference? In checkers, all the pieces are uniform and move in the same way; they are interchangeable. You need to plan and coordinate their movements, certainly, but they all move at the same pace, on parallel paths. In chess, each type of piece moves in a different way, and you can’t play if you don’t know how each piece moves. More important, you won’t win if you don’t think carefully about how you move the pieces. Great managers know and value the unique abilities and even the eccentricities of their employees, and they learn how best to integrate them into a coordinated plan of attack.”
This metaphor emphasizes that great managers recognize and utilize each employee’s unique strengths, rather than treating them as interchangeable pieces. Organizations that apply this principle of recognition across their business networks often see improved relationships and collaboration outcomes.
Breaking Traditional Recognition Boundaries
Traditional recognition is often surface level, if even that. An empty ‘good job’ without substance can create distance and do more harm over time. Meaningful recognition, also thought of as positive feedback, is intentional. It requires pausing to observe and being thoughtful with its delivery. It should be tailored to the individual and situation, reflecting a sense of appreciation for the positive impact made. Meaningful recognition shouldn’t be squandered or withheld out of fear that all good work will cease. It should be delivered in near-real-time in an authentic and detailed manner, providing clear direction to the recipient to ‘do more of that’ to leverage their strengths. As Buckingham advises, “The best way to help someone succeed is to show them their strengths.
Recognition's Impact Across Relationship Types
Effective recognition identifies and celebrates what Buckingham calls “red threads” – those activities where individuals demonstrate their unique value. It’s multidimensional and intentional. And if we pause long enough to observe, we will notice these threads can be found across many of our relationships.
Employee-Manager Relationships
Employee-manager relationships flourish when focus is on what Buckingham calls “strong experiences” – moments when work feels natural and engaging. He explains, “A strength is an activity that makes you feel strong. It’s an activity where the doing of it invigorates you.” When managers observe these unique strengths, it provides insights into building a team with complimentary skills. Additionally, it deepens engagement and creates greater alignment between the employee, manager, and organization’s objectives.
Client Relationships
When organizations implement recognition programs that celebrate clients’ unique strengths and contributions, they can transform traditional client relationships into collaborative partnerships built on trust and respect. Furthermore, there is an opportunity for mutual reciprocity where client recognition may benefit their own career goals in ways that might not be observed inside their own organization.
Strategic Partner Relationships
Opportunities where tailored insights and deep understanding emerge to benefit an organization’s needs shifts the relationship from vendor to strategic partner. Recognizing critical moments where real value is contributed and the positive impact has been made can lead to better project outcomes, stronger collaborations and increased business opportunities.
Professional Network
Networks thrive when members can authentically contribute. Buckingham emphasizes, “Your strengths are your multiplier. Your strengths magnify you.” Participating in opportunities where you can contribute your unique qualities benefits the whole of the network. It allows for others to experience the value you bring and builds confidence in their referral of you.
Implementing a Meaningful Recognition Culture
The future belongs to organizations that can identify and celebrate unique patterns of excellence across their network. In Buckingham’s book Love+Work, “love” means wanting employees to become “bigger” versions of themselves. He advises, “Focus on each person’s strengths and manage around his weaknesses. Don’t try to fix the weaknesses. Don’t try to perfect each person. Instead, do everything you can to help each person cultivate his talents. Help each person become more of who he already is.”
Begin by defining what recognition means and how it looks inside your organization. Separate out performance measurement from performance development. Observe where people identify their “strong experiences.” Design your organization’s approach to recognition to capture and celebrate these moments of excellence. And don’t wait for a big, infrequent event. This level of recognition should be frequent and near-real-time to encourage more of the good behavior. Buckingham suggests managers focus on frequent, light-touch (15 mins) weekly check-ins where the conversation is focused on two questions: “What did you love/hate last week?” and “What are you focused on this week.”
Recognition as a Catalyst for Excellence
Buckingham predicts, “In the future, the most successful companies will be those that can harness the power of love in the workplace.” In today’s business environment, sustainable success comes from recognizing and amplifying what people love doing. Organizations that master this approach create resilient employees, clients, and partners built on authentic appreciation of unique strengths. As Buckingham concludes, “Love-in-work is the most powerful source of resilience, creativity, and growth.”
By implementing these principles of recognition and gratitude, businesses can transform their entire ecosystem, fostering stronger relationships, improved collaboration, and ultimately, greater success.
