Try Leadership 101
In a recent article on corporate advertising themes, a writer referenced a few he considered truly great, and lamented over how several, for various reasons, had become watered down or abandoned over the years. This immediately made me think about the possible reasons that an iconic theme might be abandoned. Were the products or services losing their position in the marketplace? Were former strengths becoming vulnerable? Were their competitors performing at a higher level than they were? Did management underestimate the image and awareness levels they, or their predecessors, had laboriously achieved?
This also reminded me of something that everyone in, or associated with, the image business understands innately:
It’s a whole lot easier to brand, market or sell something that’s truly what it claims to be, as opposed to something that isn’t.
When what you’re trying to peddle is just okay – not awful, not dangerous, just okay – it’s a tough go; what we all call “putting perfume on a pig.” Even the best spinmeisters in the world can’t convince consumers that this “okay” thing is something special.
My thoughts then went to the organizations, people, products and services whose excellence and performance over time are unquestionably the “real deal.” No “flashes in the pan” or “one hit wonders,” these entities perform at, or near, the top of their fields on a consistent, long-term basis. They require no image enhancement, but clearly understand that image maintenance is a 24-hour-a-day, never-ending requirement.
Most of us have some feel for just how hard it is to be the best, or near best, at something. The amount of focus, dedication and sacrifice required to get to that level is immense, and is extremely difficult and rare. To stay at that level continually is a thousand times more difficult.
If leadership is what it takes to achieve these levels, then it has to be lack of leadership that’s the primary cause of their decline. Want to get back to being the real deal? Try listening to your market – truly listening. Then apply some things that are too often lacking in today’s world: commitment, focus, honesty, integrity, accepting responsibility, open communication, an unequaled work ethic, the desire to be the best, and leading by example.
Maintaining that image is harder, but a lot more satisfying.
Delphine Davis 05/17/2010
You are absolutely correct in your assessment of our lack lustre, uncompassionate, me world. Don’t forget that many committed worker bee’s (including myself), are looking for the REAL DEAL, but unfortunately we are considered ancient, have too much wisdom and least but not last possess the nine qualities you listed in your blog.