A Vision for Leadership
All communication is a function of relationships whether between a customer and a company, a company and its partners, a non-profit and its donors or a candidate and its supporters. At the heart of all good communication strategy is a relationship strategy.
Changes in technology and our culture are fundamentally changing how organizations build relationships with customers and stakeholders and sustain them. Some of these trends include:
The rapid acceleration of market information. The velocity by which information moves through a market has accelerated to the point that normal media cycles are not relevant. A message can be delivered globally in minutes; yet, can be made obsolete in hours.
The rise of socially driven market. Word-of-mouth and peers have always been influential in customer decision-making. But friendships are no longer limited to geography. With the advent of online social networks and mobile marketing strategies to reach consumers where they live, opinion leaders are no longer easily identified and influencers can be next door or half-way around the world.
People don’t buy products and services; they buy experiences. This is not a new idea. Customers are willing to pay more for a cup of coffee on a veranda in Italy than in their own kitchen. Customers are paying for the experience; not just the coffee. But mobile phones, tablets and experiential marketing strategies, are changing expectations further creating fundamental new strategies for reaching customers through experiences – and customers expect as much.
To address these trends, organizations must be willing to take on a leadership role in the lives of their customers on the issues that matter most to them. It is not enough to simply talk about the issues, true leadership is measured through transformation.
Transformational leadership is the process by which a company or organization engages with others and is able to create a connection that results in increased motivation and commitment. In dynamic markets, transformational leadership is a requirement for market leadership.
Victory in today’s dynamic markets requires transformational leadership.
The key to transformational leadership is to be attentive to the needs and motives of target customers in an attempt to help them reach their maximum potential. Transformational leadership typically describes how leaders can initiate, develop, and implement important changes in markets or issues.
Therefore, transformational leaders are disruptive and help define the agenda by owning the issues and ideas that are driving market behavior.
However, while all transformation is disruptive; not all disruption is transformational.
Author and business thought-leader Clayton Christiansen made popular the term “disruptive technology” in his book The Innovator’s Dilemma. It holds true that organizations with the insight and courage to advance technology that challenges assumptions and “disrupts” technology trends are more likely to succeed in the short-term. However, disruptive technology alone is not a market leadership strategy.
To establish sustainable market leadership in today’s dynamic markets, organizations must be willing to become a catalyst for positive change on behalf of their customers. Transformational leaders win market share, mind share, loyalty and trust. They are the foundation of community brands – brands that transcend reliance on features and depend more on the value they deliver to people in how they work, play and live.
Transformational leadership requires ownership of issues and ideas.
- Transformational leadership is the process by which a company or organization engages with others and is able to create a connection that results in increased motivation and commitment
- The key to transformational leadership is to be attentive to the needs and motives of its target customers in an attempt to help them reach their maximum potential
- Transformational leadership typically describes how leaders can initiate, develop, and implement important changes in markets or issues
- Transformational leaders are disruptive and help define the agenda by owning the issues and ideas that are driving market behavior