You have the knowledge and innovative solutions; sometimes, the work of an entire team of experts cannot be measured with yours? But, when you are forced to become a part of a team – innovation turns into nervousness, and effort turns into rolling eyes?


If you have recognized yourself in these situations, the good news is that you are not the only “lone wolf” – teamwork, for many people, is the most hated part of the job. However, the bad news is that you will still have to change something in your approach because today, every profession requires group work and highly developed communication skills.

Photo: pixabay (mohamed_hassan / 5715 image)

How does your favorite pie come to you?

Indeed you have your favorite bakery, where you can always count on the most delicious pies. When you go there, you are served by a worker. You always come out of there smiling and full, looking forward to coming again. Have you ever wondered what all had to precede that purchased and packaged pie? Except for mixing and baking, the workers had to agree on the missing ingredients that the owners needed to procure as soon as possible. Then, there is a precisely determined average amount of pie, pretzels, and muffins per day, which is established by agreement and joint assessment. Worktops also need to be cleaned, right? And that’s where teamwork comes in – an understanding of who will clean, when, and what it means. If, for example, you entered a bakery for the first time, and you are a foreigner who does not know whether pizza or pie is better. There is teamwork between the seller, who is there to recommend what sets the bakery as the best, and the buyer, who needs to speak up about his/her own taste and budget, allergy to ingredients …

Photo: pexels (RODNAE Productions)

Did you count how often “teamwork” is mentioned in the previous paragraph? You better not because you will probably count yourself. Do you now understand why today a man must be both an individual and a team player, whatever his nature may be?

Teamwork and Google Secrets

According to market capitalization, Google is the 4th leading company globally. Let us remind ourselves that even its early beginnings were not on the shoulders of one man but were founded by Larry Page and Sergey Brin as students. We admire their success, but would they have come here if they had not expanded their team? We will agree that the company’s growth requires an increase in the number of team members and thus the quality of teamwork.

   Photo: pixabay (422737 / 2073 images)

What is Aristotel, and what did it discover about the world?

Aware of the importance of quality teamwork, a few years ago, Google conducted research worth several million dollars and the attention of each of us in any business. This research, or the Aristotle project, followed the work of as many as 180 different teams for 3 years.

The researchers started with the hypothesis that the best teams are members who “like each other a lot”; members who make up a “healthy mix of personality types”; friends who fulfill each other’s professional and private lives. At first glance, the hypothesis is highly logical and is expected to be confirmed. Although, the results completely refuted it

The Aristotle project concluded that the most essential thing for efficient teamwork is that all team members have an equal chance and an equally distributed time when they can speak and express themselves – from the director to the auxiliary workers. Then, “reading feelings and moods” – based on the tone in which someone talks and non-verbal gestures, other team members should think and assess how a particular team member feels.

So, the most important thing is how team members treat each other. This leads to the “psychological security of team members,” Google concludes.

Photo: pexels (Fox)

And what does ETNA Digital think about teamwork?

We are still not big enough to conduct our own research worth several million dollars. Still, we believe that we are competent to, based on previous experience, propose a recipe that has led us to successful teamwork. Wondering what successful teamwork is for us and why our advice is worth paying attention to?

Successful teamwork is witnessed by our successful and satisfied clients and the work-friendly atmosphere at our meetings. Of course, the concrete results we achieve are essential, but why success if it is a product of frustrations and conflicts, right? As important as it is for clients to be satisfied with our work, it is just as vital that we are the ones who are confident with our own work, as well as with each other’s communication and communication with clients.

Photo: pixabay (geralt / 24093 images)

We also believe that coming to the right solution results from an argumentative conflict. Conflicts can have positive and negative connotations, depending on how they are managed. We believe in a complementary team whose conflicts are not driven by inconveniences and arrogant outwitting but by constructive discussions that lead to a common goal.

Finally, here is our recipe for successful teamwork:

• Everybody has the right to have an opinion about everything

Can a copywriter speak up only when it comes to copying, and a programmer only when it comes to programming? Of course not! In our team, everyone is an expert in certain areas, but that does not mean that he does not have the right to vote for other areas. Maybe a content writer will have a revolutionary idea for advertising without ever assuming that – unless we ask him.

• Let's experiment!

Yes, there are specific strategies and patterns to follow. But no – digital marketing should not consist of dogmas. Creativity is stimulated in our team, and there is no such thing: “I will turn out to be stupid !”. Any idea is welcome because it is experiments that lead to revolution!

• There are no rivals on the same front.

We do not compete with each other but for each other. We exceed our own expectations and share the knowledge we have gained. I came across an exciting course. Take a look! – We strive for just such an atmosphere. How will we fight for the same goals and defy the same problems if we do not primarily view each other as equals? This is precisely what brings us to harmony under pressure and to the satisfaction of our associates.

Note: We strive for constant and continuous improvement, and with the increase in experience, there may be changes in the recipe. But this one is based on everything I’ve experienced so far.

If you’ve come this far with reading, you’re probably aware of the importance of effective teamwork, and – most importantly – you want to improve it. This process is not easy, but it is worth every second invested. Remember that there is no perfection in teamwork – it is a wheel that is constantly turning, and sometimes it is damaged by a few stones or lightning. However, perfection is not interesting at all, is it? Therefore, improving teamwork should not be seen as a punishment but as an adventure.