Three Criteria of Leadership

"Most leadership that we're doing is about finding a group that's disconnected but already has a yearning, not persuading people to want something they don't have yet"

Seth Godin points out in the video that I discussed yesterday that all leaders challenge the status quo; in essence, they are heretics. They are unwilling to accept things the way they are and are willing to stand up for that one thing that is important to them and find others that agree with them.

Apple does not sell computers. Apple sells a way of life. Apple says to its consumers, "We think differently. We challenge the status quo. We are unwilling to accept the standard conventions of computing and we are willing to push the boundaries of aesthetics and performance until we reach a sublime merger of art and personal technology."

Think about why Apple's MP3 players have been wildly successful and have become an integral part of American pop culture whereas Dell's MP3 players have failed on a very fundamental level. At first glance, it doesn't make any sense. As one of the leading computer manufacturers of the 2000s, Dell is arguably much more qualified to make MP3 players than Apple is. However, think about the message each company presents to consumers:

Dell: "Our MP3 player has 80 GB of storage. It costs two hundred and fifty dollars. Would you like to buy one?"

Apple: "We have created our MP3 player out of frustration with the current state of the world of technology. We have blurred the lines between art and technology to create an experience that is at once engaging and simple. Join us."

I would hope it's obvious which pitch is more compelling (I took the brunt of this argument from this TED Talk: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html).

Godin asks us to view leadership in light of three questions:
1) Who are you upsetting?
We can't change anything if we aren't challenging the established way of doing something.
2) Who are you connecting?
People yearn to be connected--Godin points out that the thing people want more than anything is to be missed. Tribe leaders can fill that need.
3) Who are you leading?

Finally, leaders:
1) Challenge the status quo
2) Build a culture
3) Commit to the tribe

Many people object to a leadership position because they don't think they have what it takes. Godin notes that although all leaders have charisma, leadership does not require charisma; rather, leadership inspires the leader with the confidence they need to become charismatic. Charisma is an afterthought of leadership, not a prerequisite.

Social media gives us an unparalleled opportunity to connect with those that think like us. Brands have the incredible opportunity to become tribe leaders, and far too many simply use the medium as an extension of the traditional television message-pushing role.

What would it mean to challenge the way your customers think? What would it mean to step up and become the leader of your tribe?

--Taylor

i asked you not to keep me waiting