To develop your company’s future leaders, push them outside their comfort zone

One of the most effective ways to do this is to push your direct reports outside of their comfort zone. Give them challenging assignments in areas that they have never faced to broaden their experience and see how they perform.

In June 2017, I wrote an article describing my experience taking a large French multinational chemical company to the U.S. International Trade Commission, accusing them of dumping product in the U.S. at below their home market price. I share an update of this article because it’s illustrative of how you can develop employees by getting them outside their comfort zone.

The benefits of stepping out of your comfort zone was a lesson I learned early in my career as my company’s business manager for anhydrous sodium metasilicate (ASM), which is used in a variety of metal cleaning and other industrial applications. It was also a lesson for the senior leadership of my company in the further development of a mid-level manager who eventually became CEO of the company

We faced import competition for ASM from Rhone Poulenc, a large French chemical and pharmaceutical company, at a price significantly below their home market price in France. We felt this was a violation of U.S. dumping regulations, designed to protect U.S. industry from unfair international trade practices.

ASM producers in the U.S., including my company, were losing market share. If found guilty of dumping, the remedy would be the assessment of dumping duties on imported ASM from Rhone Poulenc.

As the business manager of this product line, I received approval from my company’s CEO to file dumping charges against Rhone Poulenc with the U.S. International Trade Commission. I was 33 years old at the time, with no experience in these kinds of legal matters. However, my product manager and I knew the market well, which provided the foundation for building the case, and we both relished the challenge.

The attorney retained by our company’s general counsel insisted that my product manager and I be the public face of our company’s case. I soon learned what that meant.

I recall flying to Washington, D.C., for an evidentiary hearing in front of the ITC staff, asking our attorney at the airport just prior to boarding if he was ready to provide testimony for our company.

He said, “No — you are the one who is going to testify today.”

He said he didn’t tell me ahead of time because at this hearing, he didn’t want me to over-prepare, but just to respond to questioning.

It is hard for anyone to imagine the horror I felt not having written out in detail what I wanted to say. Talk about being outside of one’s comfort zone.

Fortunately, I knew the facts, which helped me state my company’s case despite my trepidations.

The hearing accomplished the substance and optics of what our attorney wanted — to pit a small, privately-owned, domestic company dedicated to serving the ASM market against a foreign company many times our size competing illegally through product pricing that met the criteria of dumping.

The preparation for the hearing in front of the ITC was very intense. Over a period of months, we responded to questions from the ITC investigative staff in preparation for the hearing in front of the ITC commissioners. The staff asked for significant details to ensure that the commissioners had the information needed to understand the dynamics of the market in order to determine if dumping was occurring and render a decision.

Our credibility and the trust we built with the investigative staff was an important factor in the case. Whenever we realized that we had provided information to the staff that was inaccurate, we immediately corrected it, even if it hurt our case.

The hearing in front of the ITC commissioners was held in a chamber very similar to that of the Supreme Court. Somewhat intimidating.

At the ITC hearing, my product manager and I were well-prepared to give testimony as the plaintiffs. A pivotal moment occurred when the Rhone Poulenc attorneys misrepresented a meeting their clients had with us, accusing us of improper marketplace behavior. As I was listening to their mischaracterizations, I whispered to our attorney that we had notes of that meeting which countered their testimony. He asked me to pull the notes, and as he read them, a smile crossed his face.

Our meeting notes, entered into evidence, undermined much of Rhone Poulenc’s credibility.

When the ITC commissioners announced their decision, they unanimously found in favor of my company and against Rhone Poulenc. They assessed the highest dumping duty on any chemical imported into the U.S. to date. My product manager and I felt as if we had won gold medals at the Olympics.

So, what did we learn from this experience? Whether you are dealing with customers or the investigative staff of a federal agency, you develop credibility with those you deal with by always being honest and factual. This will differentiate you from those that aren’t. Credibility builds trust and confidence, and this will favor you in borderline decisions.

We also learned to operate under pressure and to get out of our comfort zone. It was a rewarding experience.

Leaders, expose your employees to new, meaningful experiences. Get them out of their comfort zones. There is no better way for them to develop.

Stan Silverman is founder and CEO of Silverman Leadership. He is a speaker, advisor and nationally syndicated writer on leadership, entrepreneurship and corporate governance. Silverman earned a Bachelor of Science degree in chemical engineering and an MBA degree from Drexel University. He is also an alumnus of the Advanced Management Program at the Harvard Business School. He can be reached at Stan@SilvermanLeadership.com.