My Library and Courses
Last Update: Wednesday June 23, 2021

Key Idea: Teach, Preach, Coach and Counsel

Albert Black, founder of On Target Supplies & Logistics, says that employees will flourish if you encourage them to reach for their potential.  More...      More wisdom from Albert Black...

Key Question:


Albert Black hires people from the poor neighborhood in which he grew up. They have little or no business experience, so he has to spend time teaching not just how to do a specific job, but how business works.

What is the difference between teaching, preaching, coaching and counseling?

A:  He said teaching comes from the intellectual side while preaching reaches the emotions. Coaching is directing and controlling performance while counseling is being empathetic and offering advice. Albert is explaining in a nutshell how complex it can be to build a great team of employees. All of this sounds easy but it is extremely difficult.

At On Target learning is a priority and it isn't just learning how to do a specific job for which a person has been hired. It is about every employee improving their lives. Albert is the role model. Even after his company was enjoying great success, he got his MBA through SMU's (Southern Methodist University) weekend program. It took three years attending class most week-ends while working spending at least 60 hours a week at On Target.

Can a small business afford to fund employee education?

Albert says yes and explains, "We work with people on education. If you don't have a bachelor's degree, if you don't have a high school diploma, we'll send you back to school and we'll pay for it. Some employees have gone during working hours and we've paid them for that time. It's that important to us. I don't remember a situation where we've invested in education that I didn't feel like the company got more than a fair return."

In addition to funding higher education, Albert teaches employees how to spend and manage the money they are earning and how to earn more money. Ninety-five percent of the employees are enrolled in the company 401(k) plan. Albert's goal is for every employee to become part of the "affluent class." Each Friday morning he serves a hot breakfast and offers a training class on a variety of topics but all focused on personal growth and wealth accumulation. He says, "people are becoming members of the free enterprise system, they're saving, they're investing, they are building trust and for the first time in their lives are earning more money than they need to spend. "

Think about it

Do you teach, preach, coach and counsel? If not, do you think you should start? Which of the four activities is the easiest for you and which is the hardest? Who could mentor you where you are weak?

Clip from: The People Part

All around the World:  In this episode we explore what it takes to build a team. We talk to business owners in New York City, Stamford, Seattle, Chicago, Tucson, Los Angeles, Minneapolis, Dallas, San Diego, and Las Cruces.

The first step in having a sustainable business is to hire good people who are able to carry on in your absence.  As a sole proprietor, we create a job for ourselves and work for our sub-contractors and suppliers.  When you become  an employer, you create jobs for others and put yourself in position to build a legacy and renewable asset.

If you believe your business concept is big enough to live beyond you and if you want to surround yourself with just the right people to make it happen, please study each key idea.

The more successful a business owner becomes, the more likely it is you will hear them say, "The single most important factor in this business is the people." By re-examining very specific parts of prior episodes of the show, we give you the very best thinking about what it takes to grow your business by hiring, training and inspiring others.  This positions you to turn over the leadership when you are ready to make a transition and go on to other projects.

All the key ideas and videos of this episode...
The homepage for this episode...

On Target Supplies & Logisitcs

Albert Black, CEO

1133 South Madison
Dallas, TX 75208

Visit our web site:

Office: 214-941-4885

Business Classification:
Distribution, office supplies

Year Founded: 1988

Teach, Preach, Coach and Counsel

HATTIE: Once you've hired a person, what should happen next? Albert Black says we need to do four things: teach, preach, coach and counsel.

ALBERT BLACK: I think you need to start with listening. And have that become a learning experience. To teach is to come from the intellectual side, for me. Preach is to be emotional. We need emotion in business. Coach is to be able to control and direct. Counsel is to be able to be empathetic to people and give them some sort of advice and direction as they move forward with their careers.

HATTIE: Tell me what my field of dreams is. What am I walking into if I come to work for On Target?

ALBERT: On Target Supplies and Logistics promises people three things. We promise people an educational income. If you come to work with us, you will know how to run a business. We have absolute open-book accounting. You would know every expense in this business. You will know every revenue stream. You will know all the cost of sales. You will know how to run a business in a couple of years. That's the educational income. We'll also pay you a psychological income. We want you to feel good about what you're doing at On Target Supplies and Logistics. Just coming in with that spirit de corps, that attitude that says, `Together we can climb mountains and win battles'--that's what we offer people, that psychological income of making a contribution every day that makes a difference.

The last thing, and the most important thing for some, the least important for me, is the financial income. We will pay you above market. We do not want you to think that coming to work for On Target Supplies and Logistics means that you've got to give up the opportunity to earn maximum salary. We like to bring people in and, over the course of their career here, get them above the industry average and then so above the industry average that their desire to leave is based on the first two, psychological and educational, and not financial.

Not a member yet? Learn!  Be empowered! Join us!