MERRILY WE GO ALONG ...

Leading today has become a dirty word.

Almost every week there’s a story of a president, a politico, a business guru who falls and fails.  U.S. Department of Veteran Affairs leader Eric Shinseki is the latest; we’ll guarantee there will be others … and soon.

No question:  Consequences of leader actions and decisions are often front-page news before there’s time to sneeze.  The microscope of public opinion is much more harsh, more intense, and less forgiving than even a year or so ago. Even as individuals, we have far less patience, and a far quickened anger, with those who do us (or others) wrong.

Is part of the issue a lack of followership?  Ever since Robert Greenleaf coined the word “servant-leader” in 1970, there seems to be a tacit understanding that the best leader is also a follower, a servant.  Yet the gaps between understanding and practice today are quite large.

The difficulty, we say, lies in the word ‘follower.’  It sounds half-hearted, wimpy, tantamount to a losing proposition.  It’s the mark of an also-ran, a high-potential who never reached the business summit.

Yet all capabilities of any leader, from awareness and diplomacy to courage, collaboration, and critical thinking, must be embedded in the astute follower too.  Getting ahead these days demands that we seize the initiative, anticipate, become goal driven, and offer solutions – as well as being compassionate and loyal.  Leaders, in sum, aren’t the only ones who have these attributes; we too need to learn, to assume, and to be satisfied with following. 

Perhaps the word “follower-leader” needs a PR campaign.  Or, in Shakespeare’s Hamlet, an acceptance of the re-phrasing of Polonius’ advice to Laertes:  “neither a leader nor a follower be.”

IF WE WERE KINGS/QUEENS OF THE FOREST ...

We got thinking:  What would it be like if communicators ruled the corporate world?

[AdAge started us, running a story about the marketing department changes made by Newell Rubbermaid’s fairly new, i.e., 15+ months, CMO, a market researcher by background.  To date, he’s culled staff, established outposts in Shanghai and Sao Paolo, doubled research staff and spend, and winnowed down the number of agencies … so far.]

There’s one current precedent we know:  David Novak at Yum! Brands, also a marketing guru.  And if we were to expand the question into the design arena, Apple – and design chief Jony Ive – comes to mind.  [Obviously, many executives have great quals as communicators and marketers, but not a deep backgrounding.]

Here are a few perks of being corporate kings and queens:

  • ·       Embedded teams in every corner of the company, reflecting the ability of communicators to influence change inside and out
  • Public relations leading the marketing function, owning social media and content and …
  • Change initiatives run conjointly with HR and IT
  • A larger spend, all judiciously accounted for
  • A cadre of the best and brightest senior talent to tap into, from communications and research to branding and marketing
  • An experimental mindset, where pilot programs could take on, say, in-depth research into the power of third-party editorial media

Phew:  There’s more.  Rather than exhaust every possibility, we’ll open it up to you:  What dreams and wishes would you have come true as CEO communicator?