Efron Encourages AAPEX Attendees to “Shout it From the Rooftops”

Keynote speaker Louis Efron encouraged attendees to recognize that what they do in the auto care industry has a huge impact on life and the world. “Shout it from the rooftops. Take every opportunity to let people know what you do, and remember, you keep the world moving,” said Efron during his address at the AAPEX General Session, Wednesday, Nov. 4, at the Sands Expo in Las Vegas.

Efron, former head of Global Employee Engagement for Tesla Motors, opened his presentation, Why Purpose Matters Most, with a nostalgic look at the history of electric vehicles that dates back as early as 1884. “In 1899, Jacob German received the first traffic violation with an electric car in New York City. German was going 12 mph in an 8 mph speed zone, and was stopped by a police officer on a bicycle,” said Efron.

Fast forward to today, Tesla’s Model S electric vehicle can go from 0 to 60 mph in 3.2 seconds. Efron briefly spoke about Tesla Motors as a company driven by purpose. “The purpose of an industry, business or product is the magic that drives it forward,” said Efron. He reminded attendees that purpose is the single most powerful tool for top and bottom line growth. “Purpose is the reason your organization and industry exist. It’s your ‘Why,’” added Efron. Understanding your “What” and “Where” also are important, according to Efron.

He summarized the industry’s “What” as: to provide parts and services to make vehicles last longer, perform better and keep drivers safe. The “Where,” to serve every vehicle on the road, and the “Why,” to keep the world moving. He cautioned that success ultimately starts at recruitment. “If you want to hire people to move your mission and purpose forward, you must hire people who believe what you believe,” said Efron.

To help connect people to purpose, Efron gave the audience sample questions to ask prospective employees, including what gets you out of bed in the morning; if you didn’t need money, what would you do in life; and what do you want others to remember you for?

“At start up, purpose, the very best people, notable innovation and hard work equal results,” said Efron. For sustainable results, a business needs purpose, exceptional talent in the right role, exceptional leaders, measured engagement, innovative and quality products and engaged customers.

Efron asked attendees to determine, “What is your role in history … your purpose?” He concluded by reminding the audience that if you love what you do, you never work a day in your life.