The concept of great leadership has evolved over time, so that the best CEOs no longer seem to have come out of the same mold where strict disciplinarian styles are the usual modus operandi, people are undervalued, and things are always done according to existing norms. Leaders with different styles have emerged over the last couple of decades, proving that great businesses are more about vision and innovation than sticking with existing methods.
Be quiet and listen
A lesson you can take from Tim Cook is to make sure you’re always listening. After the more brash style of Steve Jobs, Tim Cook took over at Apple and reinvigorated the company with a new kind of leadership. While Jobs was well-known for his overbearing style and inability to take suggestions (to put it mildly), Cook sets a different kind of example. He doesn’t crave attention like Jobs did.
Tim Cook is happy to sit quietly and listen to what others have to say; in fact, it’s said that he often listens more than he talks. Cook also takes time to read emails from customers so that he doesn’t find himself operating from within a bubble, out of touch with customers. He also goes to Apple stores so he can check out what things are like in person. He watches customers and listens to what they say so he can stay in touch with the market.
Let your brand reflect your personality
Richard Branson has become synonymous with the company he founded in 1970, Virgin Group. Branson strongly believed that the company and the head of the company should have their personalities intertwined, so the branding of the company is based on the CEO.
With Virgin Group, its impossible to separate the adventurous, energetic image of Branson himself with the dynamic and innovative company image. A quick look at Virgin’s corporate website gives you a stong sense of the company’s values and personality. A photo of Branson welcomes you to the site and as you scroll down the page, the company’s unique sensibility is on display. From the exciting, people-focused look of the site to the featured stories about political activism, environmental concerns, and leadership, there’s no mistaking Virgin Group for any other company.
Too many companies play it safe with a run-of-the-mill corporate persona that has nothing to do with its leaders. As a result, consumers don’t engage with the company, and the overall impression is that decisions are made in a conference room without any particular vision or set of values as a driving force.
Why not separate your company from the pack by putting your own personal stamp on it?
Curiosity is key
Lee Iacocca’s name brings to mind the ups and downs of the auto industry, but the iconic CEO’s leadership lessons are worth taking note of. Lee Iacocca wrote an entire book on leadership, but one of the main points he stresses is to stay curious.
Iacocca thought leaders should be surrounded by people who will challenge their thinking by giving them new perspectives and information. A great leader has to be willing to take in new information, whether it’s from employees or from books. To stop being curious is a form of arrogance, according to Iacocca, and leaders need to get outside their comfort zone or risk becoming stale.
Follow your passion
Tony Hsieh, the CEO of Zappos, has been a major player in the business world since he came onto the scene in 1999. Zappos is known for its over-the-top brand of customer service. Its culture is about exceeding expectations, being positive, and treating people well. The joie de vivre that seems to infuse the company comes straight from Tony Hsieh and his philosophy of being happy doing what you’re doing. Pursue something that you’re so passionate about that you would do it for free, and the success will follow. Customer and employees alike have responded to his passion, and Zappos’ culture is one of the most talked about in recent business history.
Be direct
Chris Considine, the former CEO of Wilson Sporting Goods, says you should always be direct with employees. Considine was CEO of Wilson Sporting Goods for eight years after working his way up through the management ranks over the course of twenty years.
Considine says being direct with employees will increase trust and transparency in the company because people will believe what you say. Some things may be hard for employees to hear at the time, but the long-term effect of being direct is that you have employees who always know you’re being straight with them. Nobody will be left wondering if you’re giving them your honest opinion. This builds a stong sense of trust that can strengthen your culture and encourage loyalty. Considine says that although you should be direct, your tone should always be respectful, professional, and considerate.
Give the company a soul
Howard Schultz wasn’t the founder of Starbucks, like most people think he was, but he did take the company from its humble Seattle beginnings to worldwide mega brand during his time as CEO. One of his core beliefs as CEO was that the company should have a soul. He said it’s the corporation’s responsibility to help make the world better. For Starbucks, this means employees are treated well, with generous benefits packages for employees working at the full-time or part-time level. Starbucks has sponsored job-creation programs, promoted environmentally responsible business practices, and donated millions of dollars to disaster-relief programs.
One of Starbucks’ unique employee benefits is that the company pays college tuition, a benefit that makes employees feel valued, empowered, and connected to the company. Another way the company strives to have a good relationship with its employees is by providing health care.
Starbucks has also become heavily involved in the communities where it operates. Schultz’s idea about giving the company a soul has fostered goodwill with both employees and customers. This creates a sense of loyalty, with happy, well-treated employees giving customers great service that they’ll keep returning for.
Stay true to your founding principles
Donald Fisher was a cofounder of the Gap, with his wife Doris, and served as its CEO until 1995. The Gap was born in San Francisco in 1969 after Donald Fisher had trouble shopping for a new pair of jeans. The Fishers had no experience in retail, but they decided to open a store that would make it easier for people to find the right pair of jeans.
Donald and Doris Fisher had a simple vision, and through decades of the Gap’s evolution, they stayed true to their original idea of providing an easy shopping experience for customers. They had plenty of styles, sizes, and colors to choose from, and the brand became known for classic, well-designed apparel. The success of the Gap’s sister brand, Old Navy, is based on the same idea of providing a fun and easy shopping experience for customers, where they can always find the perfect jeans.
Be fearless
Ursula Burns, current chairwoman and former CEO of Xerox, has a reputation for being fearless. By speaking her mind in board meetings earlier in her career, she challenged the thinking of her superiors and made a name for herself by staying true to her beliefs. Her outspoken style was accepted, if not embraced at Xerox, and she worked her way up to become CEO from 2009 to 2016. Burns was also fearless in trying new things and thinking outside the box. Asked about her leadership values and setting high standards for the company, she has said that “greatness is distinguishing ourselves by innovation.” Ursula Burns was the first African-American woman to serve as CEO of a Fortune 500 company.
Harness your leadership skills
As you review these lessons on leadership, you may notice some common themes. First, stay true to yourself and the vision you have for the company. Spend your time doing things you’re passionate about, or like Tony Hsieh says, the things you would do even if you weren’t getting paid.
Another one of the underlying keys to building a successful company is to create a great culture where people want to be, and that includes employees and customers. Attitudes about how the company values people are passed down from the top, and these attitudes are reflected in everything from customer service to department meetings.
Use these lessons in leadership from top CEOs to supercharge your business while staying true to your vision.
