Rule Number 8 to Make
Bill's Rule: Show People What's in It for Them

Give me that which I want, and you shall have that which you want.
—Adam Smith, 18th-century economist

First, let me say that Bill's Rule is an idea that has been professed by many others. It is simply called Bill's Rule because I was the first one to write it down.

Bill's Rule is simple:

No one will consistently do something for you
unless you can show them what is in it for them.

That's it. It is not complex. There are no great secrets here. However, it is unquestionably true. Everyone adheres to this rule. They may not admit it, but they do.

Walt Disney's movie Lady and the Tramp provides a lesson for anyone who wishes to MAKE the rule Show People What's in It for Them.

In the story, Lady has a muzzle put over her snout. She is unable to remove it, and runs away in sadness and disgrace. Her "boyfriend," Tramp, devises an ingenious plan to remove it. He leads her to a pond where a beaver is struggling with a log, trying to pull it into the water.

Tramp asks the beaver if he would like a "log puller" to help in the work. All the beaver has to do is gnaw off the "handy-dandy log puller" modeled by Lady. The beaver quickly nibbles through a strap. Lady is free of the muzzle, and the beaver has his log puller. Everyone is happy, and everyone gets what he wants.

The moral to this story is easy. If you expect people to do something for you, you must show them what's in it for them!

Is This Rule Cynical?
Some people will claim that they do things without expecting a reward. Your parents, for example, will sacrifice almost anything for you. My wife and I will do almost anything for our children. We do not expect a reward. But you know what? We get one.

We receive love from our children. We get the satisfaction of knowing that we provide for them. We do our very best as parents, and that is all the reward we need. But make no mistake, there is a reward there.

Are there people in your life who seem to do things for you without expecting anything in return? Well, there is something for these people. They may derive satisfaction from the smile on your face. They may feel responsible for you and will attempt to satisfy their feelings by helping you. They may believe that they owe a past debt to your family. In any event, these people will still get something by helping you. You may never know what it is, but it will be very real to the other people.

However, most people need something more tangible in order to consistently do something for you. They need to establish a feeling of equity. That is, they want to get something in return for the things they do.

Some people have a hard time relating to this. They feel it is cynical. Well, it isn't. This is how people operate. There is absolutely nothing wrong with it. In fact, anyone who does something for you DESERVES, and is ENTITLED to, something in return. It is more than a rule, it is a law of human nature.

So, give things to other people. It may not be money or goods, it could simply be appreciation. Whatever it is, it should be equal to, or exceed, the value of what you received.

A Question Of Consistency
Look at Bill's Rule again. Notice the words "No one will CONSISTENTLY do something for you." The key word here is "consistently." We want to create a consistent stream of mutually favorable activities between ourselves and those around us. Consistency means that we have a dependable set of actions. We can begin to trust the other person.

This idea of building trust through consistent behavior extends to all human relationships. Trust is fundamental. You cannot trust someone who has erratic behavior. It makes it too difficult to let down your guard. You become unwilling to engage in supportive activities with the other person because you never know how he will react. You have no trust, and the relationship falters.

In business, trust is important. With trust comes a chance for the relationship to grow. This growth can promote mutually agreeable activities that benefit both parties.

So, let's get back to Bill's Rule. We want to show people how they will benefit so that they will do things for us. That's it.

Always show people what is in it for them. Unless they realize they will receive consistent rewards for helping you, they will soon stop doing it.

A Question Of What Is Important
Don't forget that the operative words here are "... unless you can show them what's in it for them." Don't show them what is in it for you. Show them what's in it for them. In order to do this, you must know what they want.

What Do People Want?
Unfortunately, many people are unable to tell you what they want. There are two main reasons. First, they might be embarrassed that you think they want something. We have been taught that it is not polite to expect something for doing a good deed for someone else. There are a lot of people who feel like this. They have not yet learned how people are motivated.

The second reason for people not being able to tell you what they want is that they do not KNOW what they want. They have not built a dream, set goals, or taken a course of action that will help them reach those goals! Without a goal, they will not have consistent behavior.

This is not to say that you should avoid these people. Help them. Teach them to dream and to strive consistently for their goals. This is especially important if these people are already part of your life. Parents, children, spouses, and others can learn to love, trust, achieve, and grow through your example and help.

Once someone DOES know what they want, find out what it is. Make sure that they feel it is important enough to put out some effort to get it.

A Question Of Equity
When someone asks himself, What's in It for Me? he is also saying, "Is the reward at least EQUAL to the expected work or effort?" This idea of equity is extremely important. It symbolizes the real essence of Bill's Rule. If there is no perceived equity, the other person will soon lose interest in doing something for you.

How can you determine equity? You can't. "What?" you say. "I can't DETERMINE what's equitable for the other person? Then how can I give him something that is equal to his effort?"

The reason YOU cannot determine what is equitable for another person is that HE is the only one who can assess equity for himself. This principle is violated so often it is almost astonishing. People are constantly deciding what THEY think is equitable for OTHER people.

One major problem is that we always want more. Always? Yes, always. When we receive something for our effort, we tend to build an image of equity. For example, on a job, most people feel that they are underpaid. At the very least, they feel that they receive the bare minimum of a fair exchange. Very few people go around with the idea that they are overpaid.

When we get a raise, does it make the equity factor change? No. Why? The answer is quite simple. Most people get a raise for work they have already done! Did you realize that? You have already put in the extra effort. You have already stayed later, worked harder, developed more expertise. You don't get a raise for work you are ABOUT to do.

When I first thought about this, after reading the book The Equity Factor by Richard Huseman, I started to laugh out loud. This is so true! Yet, we almost always forget it. People who have already done something will not see their rewards as an incentive, they will see them as just payment for what they have already done. So, if we want to motivate someone, we must, in effect, PROMISE him something.

This is why Bill's Rule is structured the way it is. We only ask people to do something if we can show them "What's in it for them." We will not tell them afterward—that's simply a payment for work already done! We will tell them ahead of time. This motivates them! And, if we structure it right, we will let them get more and more and more and more...without a ceiling or end to the reward.

Why Giving Is The Best Policy
This is the ultimate message of Bill's Rule. Don't be afraid to give more and more. The reason: because people WANT more and more. They do. And that is all right. It is natural. More importantly, they deserve it.

If you expect people to do things for you, you must show them what they will gain by doing it. You must structure it so there is no limit to what they can attain. It's that simple.

A Personal Note:
As I write this particular section, I really get fired up! I want you to understand the importance of showing people what's in it for them. It has absolutely changed my life. By taking the time to learn what people want, I have become a better friend, husband, parent, partner, and leader. I hope these pages will bring you the same results.

I hesitate to call this Bill's Rule because it is not just mine. Someone taught it to me. If you like, rename this rule after yourself. It doesn't matter what you call it, just use it. Base your relationships on giving other people what they want. They will give you love, trust, and help in return.