Who

The most important decisions that businesspeople make are not what decisions, but who decisions. People drive success. In business, the who (the people you hire) is far more critical than the what (strategies, products, or processes). A-grade talent can solve any what problem, but even the best strategies fail with subpar talent. This principle applies across all levels of an organization, from entry-level positions to C-suite executives. Costly mistakes. Hiring mistakes are expensive, often costing up to 15 times an employee's base salary in lost productivity and resources. With a typical hir

Lesson 1: Who, Not What: The Key to Business Success

This principle from Who is backed by Geoff Smart's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

Lesson 2: The Scorecard: Blueprint for Defining A Players

This principle from Who is backed by Geoff Smart's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

Lesson 3: Sourcing: Generating a Flow of Top Talent

This principle from Who is backed by Geoff Smart's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

How to Apply Who's Lessons

The real value of Who lies in its applicability. After reading, the most important step is identifying which of Geoff Smart's principles speak most directly to your current situation.

Consider keeping a journal while reading — noting where the ideas challenge your current approach and where they confirm what you already suspected. The friction of your own resistance often points to the most important insights.

Key Quote

"Who, Not What: The Key to Business Success" — Geoff Smart, Who

About the Author

Geoff Smart is the author of Who. The book reflects years of research, observation, and synthesis of evidence from multiple disciplines.