Unleash the Power of Brand-Culture Fusion for Maximum Growth

fusion

Having read more books than I can name about leadership, branding, and culture, I am surprised at how rare it is to see one that combines the power of all of them.

But that’s just what my friend Denise Lee Yohn did in her exceptional new book, FUSION: How Integrating Brand and Culture Powers the World’s Great Companies.

As one of the world’s leading authorities on brand-building, Denise tackles one of the most important and overlooked aspects of a strong brand: company culture.

It’s the FUSION of brand and culture that creates organizational power.

After reading the book, which I also proudly endorsed, I followed up with Denise to talk about her research into brand and culture.

 

The Importance of Culture

Denise, you are well known for your work on branding. This book takes a different turn as it is as much, if not more, about organizational culture. Tell us about why you decided to address culture.

FUSION actually came out of my work with clients on strengthening and/or repositioning their brands.  I found that our efforts were sometimes held back from making as much of an impact as they could have because of cultural issues inside the organization. If the culture of the organization wasn’t aligned with the brand, some leaders wouldn’t want to include culture as part of brand-building, or they didn’t appreciate the need to align and integrate their brand and culture — to create brand-culture fusion — and that prevented them from realizing the full potential of their organization and their brand.

 

“Great brands are built from the inside out.” -Denise Lee Yohn

 

You say that a key leadership responsibility is the integration of culture and brand. Has this always been true? What are the best ways to accomplish this?

Brand-culture fusion has always required strong leadership from the top of the organization, but it has become more important in recent years, given the corporate culture crisis that has arisen. Leaders can no longer assume their organizations will have a healthy culture if they’re nice and decent people — it takes deliberate effort to cultivate a unique, valuable, sustainable culture.

 

“You must accept the challenge to lead your organization to greatness.” -Denise Lee Yohn

 

Drop Your Mission Statement

Servant Leadership in Action

Servant Leadership

What Is Servant Leadership?

By Ken Blanchard

What do you think of when you hear the term servant leadership? Do you picture a workplace culture where managers and direct reports work side by side, set goals, collaborate on projects, solve problems and celebrate victories together? Or do you picture a chaotic scene from a movie where the inmates are running the prison?

If you don’t understand servant leadership, it may be because you think people can’t lead and serve at the same time. But they can, if they recognize that there are two kinds of leadership involved in servant leadership: strategic and operational.

Strategic leadership has to do with vision and direction. It’s the leadership aspect of servant leadership. Leadership is about going somewhere. If you and your people don’t know where you are going, your leadership doesn’t matter. A compelling vision ensures everyone is going in the same direction. Once the organization has a compelling vision, they can set goals and define strategic initiatives that help people know what to focus on right now. The traditional hierarchical pyramid is effective for this part of servant leadership because, while the leader should involve experienced people in helping to shape direction, the ultimate responsibility remains with the leader and cannot be delegated to others.

 

“The very essence of leadership is that you have to have vision. You can’t blow an uncertain trumpet.” –Theodore Hesburgh

 

As soon as people are clear on where they are going, the hierarchical pyramid is philosophically turned upside-down. Now the leader’s role shifts to a service mindset for operational leadership, which has to do with implementation. The question now is: How do we live according to the vision and accomplish the establish goals? Implementation is the servant aspect of servant leadership. It includes policies, systems, and leader behaviors that flow from senior management to frontline employees—and make it possible for people in the organization to live according to the vision and values and accomplish short-term goals and initiatives.

 

Create a Servant Leadership Culture

How to Create a Team of Leaders by Shifting Inward

inpowered

Step Back

It may be counterintuitive, but according to Barry Kaplan and Jeff Manchester — who have decades of experience as entrepreneurs and advisers to hundreds of companies — the the best way to lead is to step back.  The more that you as a leader open your heart, reveal your fears and show your authentic self, the deeper the connections among your team members will be, and the more the team will achieve.

Partners at Shift180, Barry and Jeff present their unique approach to maximizing performance in their new book, The Power of Vulnerability: How to Create a Team of Leaders by Shifting Inward.  I recently spoke with them after reading the book, to talk about their views on leadership culture and vulnerability.

 

Understand the Power of Vulnerability

Why is vulnerability misunderstood?

We are taught and then hard-wired to believe that showing vulnerability is a weakness. The fear, of course, is that if we demonstrate vulnerability, others will be able to take advantage of us.  This, however, is far from the truth.  The reality is that, by sharing our vulnerability, we lay the groundwork for truly connecting with others – which is incredibly powerful.  We need to relearn that vulnerability is gateway to authenticity, connection and ultimately power.

 

When is it wrong to be vulnerable and can you be too vulnerable?

Despite the power vulnerability can bring, if you’re not in a safe environment where you can leverage its power, exhibiting vulnerability may be a mistake. Safety is a necessary predicate to being able to open up, show up and co-create trust.

 

In what ways can a leader create an environment of safety to allow team members to be vulnerable?

Leaders play a key role in creating this safe space, particularly by role modeling. As a leader, it is up to you to step in first. Show up with your real story that will disrupt the typical pattern of hiding behind the veil. By taking action, you are giving your team a real case-study of how — and more importantly, why — it works.

 

“The HEIGHT of a team’s performance compared to its potential is directly related to the DEPTH of connection among its members.”

Lead Beyond the Ego

transpersonal leadership

When Leading Beyond the Ego crossed my desk, I couldn’t wait to see the author’s take on the subject. The lead author, John Knights, is the Chairman of LeaderShape Global and the book is the result of twenty years of research and experience supporting leaders in their personal and professional development. It builds on the importance of emotional intelligence as a foundation to demonstrate how the best leaders in the 21stcentury will lead beyond their ego and bring their values and purpose to full consciousness.

I recently spoke with John about his leadership researching and findings.

 

Become a Transpersonal Leader

For those who haven’t read your new book, tell us what is “Transpersonal Leadership”?

Transpersonal Leadership is an ongoing journey that embraces life-long development to become increasingly emotionally and spiritually intelligent. The transpersonal leader is robust and radical yet caring, authentic and ethical, seeking sustainable and continued performance enhancement for the organization they are involved in leading. Further a transpersonal leader can be at any level in an organization. And finally, they operate beyond their ego by bringing their values and decision-making processes to full-consciousness.

 

“Be Real: Beyond Ego – Radical, Ethical, Authentic Leadership.” -John Knights

 

Manage Your Brain

What is the value of neuroscience and how does it relate to leadership?

As we are seeing in the 21st century, neuroscience research helps us to understand how our brain works and how we can learn to rewire our own brains to behave differently. This is particularly important for leaders as, every time we allow our emotions to hijack us or to cause our true values to be ignored, we make mistakes which are amplified because these can impact many other people. We are born with brains that are fundamentally the same as in the stone-age, designed to focus on survival. Our brains are then rewired through our lives depending on our circumstances and experiences, basically serendipitously. As leaders we can learn to rewire our brains, not to change our personality but to manage it more effectively. We can become more aware, learn to manage our emotions more effectively, become more fully-conscious of our values, and learn to improve our judgement and decision-making – all by understanding how our brain works and proactively working on our behaviors through practice.

Copyright LeaderShapeGlobal. Used by Permission.

 

“Neuroscience provides ways to raise our emotional awareness and bring our values to full consciousness.” -John Knights

 

Increase Your Self-Awareness

Tap the Power of Collaboration

collaboration

Boost Your Team‘s Potential

If you want to create amazing results, you must almost always learn the power of collaboration. In a world that seems more polarized than ever, achieving true collaboration may seem more difficult than ever.

Dr. Thea Singer Spitzer is the founder of Critical Change, LLC, and she believes that we need a new approach. A consultant, strategic advisor, and coach to top executives for nearly 30 years, she has researched and experienced these issues first hand.

Her new book, The Power of Collaboration, is a guidebook to effective teamwork. I recently spoke with her about her new book and her unique perspective on collaboration.

 

“Collaboration is no longer just a strategy: It is the key to long-term business success and competitiveness.” -Bob Mudge

 

The Power of Collaboration is the title of your new book. Tell us about that power and why tapping it is vitally important. 

The Power of Collaboration is reaching an entirely different level of achievement by working exceptionally well with others. When we do this, we alter the climate and create radically better outcomes rather than trying to convince others that ‘our way is the right way’ or working around those others if we are unable to convince them.

When we are really collaborating, we create what Michael Schrage calls, a ‘communal brain.’ We not only bring out everyone’s best, we’re able to turn those ideas into a ‘collective intelligence,’ which allows us to achieve better results.

Turning individual perspectives into collective intelligence isn’t a new concept. Most companies are much better at it than they were 10 or 15 years ago. But those improvements may be making us lackadaisical. We’re so busy patting ourselves on our backs for the distance we’ve come, we’re not realistically assessing where we are still falling short. The idea of collaborating sounds simple because of the progress we’ve made. But in a world where people with opposing views on nearly every topic imaginable must come together to achieve organizational objectives, it’s not as easy as it sounds.

Employees and teams may be quite capable of handling their specific areas of focus. But unless they work together in a whole different way, products, services, and profits will suffer. Do your colleagues work together so well that your company is positioned to create the next all-electric car (or your industry’s equivalent)? If you can’t answer this question with an unequivocal “yes,” then it is vitally important that you and your organization tap this power.

 

“Access enables collaboration.” -Thea Singer Spitzer

 

Lessen the Rifts

Do you think it’s more or less difficult to get employees to work together today than in decades past? Why or why not?

That’s a great question.  Sadly, I believe it is harder today.

9781632651235The number of people in the United States who feel drawn to those with similar beliefs, and cut off from those who differ, is growing. Rifts among people holding opposing views are creeping into the workplace. This creates schisms and reduces trust between staff who may have previously worked well with each other. It often increases ‘us versus them’ thinking, alienating folks from others, and making collaboration more challenging.

People want to fix these schisms. Some think that in order to improve collaboration, the rifts need to be resolved first. Fortunately, that isn’t the case. Successful collaboration calls for honest conversations about deeply held views. Those dialogues need to happen in a way that maintains trust and allows people to mesh divergent perspectives into great solutions.

The philosophies and practices offered in this book help lessen schisms and reduce ‘us / them’ thinking in ways that build a collaborative culture.