Insights

Circle graphic Circle graphic Circle graphic

Future of leadership

By Sarah Sands, Partner

The Platinum Jubilee celebrations were about 70 years of history but they also turned into a discussion of the character of leadership. The Queen is an outstanding example of servant leadership. As Charles Moore wrote in the Daily Telegraph, the Queen’s role is that of sacrificial service. She does not seek power, her motivation is vocational.

Commentators have contrasted this selflessness with political leadership which is about grasping and retaining power. George Osborne is quoted as saying about the potential coup against the Prime Minister: “Power is not given, it is taken.”

With handy timing, Hawthorn Advisors and Spencer Stuart, both of whom work with corporate leaders and search for them (we’d prefer “find and advise them”) held a dinner on the theme of the future of leadership.

The premise of the discussion was that we are undergoing a generational change in expectations of leadership. Power cannot be assumed, it has to be earned and new qualities of collaboration and empathy are required.

We are witnessing a passing of conventional leaders and followers and in its place a new form of social contract. While we see old style authoritarian leadership across the globe – most tragically in Russia – it is on the wane in corporations. Prepare for challenge – if not quite as dramatically as seen at Westminster.

Hawthorn Advisors and Spencer Stuart assembled for their round table discussion leaders of the future and the present. There were two One Young World ambassadors, Zubair Junjunia and Dara Latinwo. Zubair is an educational activist who founded ZNotes an online learning platform which reaches 3.5 million global students. Dara creates digital disruption at Deloitte.

Also at the table, representing experience and optimism, was John Flint, the former group chief executive of HSBC and now the chief executive of the UK Infrastructure Bank. Next to him, was Freshta Karim, founder of the charity Charmaghz, which runs a mobile library in Afghanistan. Freshta represents the beacon of citizen leadership. When the Taliban outlawed girls’ education, Freshta devised a way of allowing them to read.

Dr Eliza Filby provided academic credentials for our theories, drawing on her work on Generational Intelligence, from baby boomers through to post 2010 generation alpha. Poppy Mills represents transformational change, as the director of Ubitricity, formerly working on Shell’s renewables business. Sasha Dabliz, head of marketing at Waverton Investment Management knows how to direct the flow of money responsibly and profitably.

Kristina Ribas, senior strategy manager at Shell, who began her career at Goldman Sachs, was also questioning of traditional routes and warned of the conflict of using past leadership models to predict the future. Stephanie Edwards, Head of Sectors Strategy at Cop26 was at the heart of transformation, while Charlotte Appleyard, Deputy Director of Development at the Royal Academy of Arts showed the pluck of a young woman leading distinguished elders down new paths. This, said Katy Jarratt, from Spencer Stuart, was the way of the future. Spencer Stuart are busy appointing under 35s to boards and watching the response of the 60 year olds who must answer to them. Generational Intelligence in action.

John Evans, CEO of Hawthorn Advisors, described the entrepreneurial opportunities and challenges of rapid growth with a diverse work force. Zubair began the discussion by talking of motivating volunteers; this requires passion, purpose and mission rather than didactic instruction. John Flint called this catalyst leadership. He also defined the boundaries of leadership; you can set a strategy but you cannot “ lead” on process, such as technology. You are leading people. He added, with the wryness of experience: “ You have to know yourself, and knowledge comes with scars.” You can avoid vulnerability by staying behind your desk but only by risking vulnerability can you achieve a modern kind of leadership. There are two ways of leading, by fear and money, or positively. Inspiration has the longest tail.

Eliza agreed that change has come.

“There has been 30 years of turning humans into robots and robots into humans.”

What does it mean to talk of human leadership? Sasha asked about the evolution of leadership. Are leaders born or made? Learning is now a more communal process and the new work force is drawn to the creative and the unconventional. John Evans called for the alchemy of new ideas combined with experience. Theories have to work in practice.

Dara pointed out that we look for omnipotent leaders in our entertainment, the Marvel superhero. How does that square with vulnerability? Dara posited that leadership needn’t be visible and voluble. It could be invisible and valuable. Mobile libraries in Afghanistan could be an example of leadership as doing good. If leadership becomes communal there are consequences to that. Katy asked which leaders are prepared to take on all the baggage of others. Narcissism is a familiar characteristic of leadership, even among the good leaders. The dangers of leadership were underlined by Eliza – it can’t just be about an ability to have followers. This allows for populists and maniacs.

Freshta talked of the hard choices affecting leadership, including engaging with the oppressor. She said that the leadership open to all of us, is to do what we can, and to encourage open debate even if means sacrificing popularity, or worse. Freshta’s aim is to work for a “ better truth,” through grass roots platforms. Leadership is a facilitation of this. Leadership also demands example.

Several round the table warned about corporate spin without substance. Beware those who got to the top merely by having the sharpest elbows and the determination to shape their own mythology. The different framing of leadership for women and for men was also raised. Eliza picked up that Poppy used the word “ accessible “ leadership rather than “vulnerable. ” Poppy agreed she chose the word carefully. Women are wary of being described as vulnerable.

Charlotte pointed out that leadership under scrutiny changes expectations. Decisions made in jobs in which the public have an awareness or a stake are much more glaring. Stephanie spoke up for the outliers, the radicals, for example on climate, who push the boundaries so that the middle ground shifts slightly for the realists and the pragmatists. She also laid down one essential for leadership, evidence that you care for those who work for you. James Nicoll at Spencer Stuart added the virtues of resilience and empathy.

Who got the table’s votes as role model leaders? John chose Alison Rose, Chief Executive of NatWest Group as an example of modern leadership, Eliza went for Margaret Thatcher as a leader who led rather than followed, Sasha chose Peter Harrison, CEO of Schroders, for his moral compass and for wearing leadership lightly. John Flint said those who speak truth to power and named Alexei Navalny and in happily different circumstances, his predecessor at HSBC Stuart Gulliver.

Freshta wanted a leader who could end wars, Stephanie called for Dame Barbara Woodward, UK ambassador to the UN, Charlotte for former US ambassador to the UK Matthew Barzun and for the artist Ai Weiwei, Dara for Sasha Romanovitch, former CEO of Grant Thornton, for sticking to principles, Katy for Bernard Looney, CEO of BP who leads with vulnerability and transparency. Turning to the world of sport, James Nicoll of Spencer Stuart suggested Toto Wolff, the CEO of the Mercedes-AMG F1 team, who leads through a management style of empathy and empowerment. Zubair thought for a bit, then came back with Muhammad Yanus, the Bangladeshi social entrepreneur who pioneered microcredit. All leaders who make a difference rather than serving time.

The collaborative nature of the evening was achieved partly by swerving political leadership. Hard power is not the same as soft power. Hawthorn Advisors and Spencer Stuart will continue discussions of the nature of leadership through different forums and events during the next years.

Posted in UncategorisedTagged in , , , ,

Time to activate your influencers…

It’s a tough time to be a journalist in the traditional media. According to the Reuters Digital News Report, only 15% of the UK population had used print news in the last week, down 7% on 2020. Alongside this, the numbers watching TV in the UK have dropped by 20% in the last seven years.

The future for the media will be very different, and this demands a dramatic rethink of corporate communications tactics. Already, corporates and leaders are losing the influence and trust they once held – outside of their business – due to a digital strategy of silence and an out-of-date approach to the way they speak to their stakeholders.

Shifting sands
The change we are seeing is fundamental. It isn’t just about how people get their news, it’s about whether they want news at all. In the latest Reuters Institute for Journalism Report, Nic Newman describes an ongoing “decline in interest in the news overall” as well as the channels delivering them. Many people are more likely to turn to the feeds of campaigners than the words of journalists to learn about the world.

That change has inverted the relationship that stakeholders have with corporates, executives, and their employees. Previously, tradtional media organisations, multinational brands and high-powered CEOs could be considered trusted authorities. Now, due to the almost limitless amount of information presented online, the power has switched from the company to the individuals within it.

Digital channels should be in the hands of your storytellers
Adapting the communications tactics doesn’t mean abandoning everything that has gone before. Your digital strategy is best placed alongside your traditional communications strategy.

Delivering a consistent message across platforms increases your authority amongst your stakeholders. But that doesn’t mean saying exactly the same thing across every channel; you can share your message in different forms on different channels.

For a long time, the job of digital communications was given to sales and marketing teams, overlooking the natural story-telling capabilities of the communications teams and agencies to run their digital newsrooms and channels. However, some leaders embraced the potential of a new digital approach early. Richard Branson’s use of digital set the tone for the likes of BP’s Bernard Looney. Looney uses his LinkedIn to promote company initiatives, praise staff and provide news on speaking engagements. This approach allows him to make an authentic connection and helps humanise the BP brand.

This approach is not an accident. Both individuals not only write posts themselves, but tie up with their company communications teams to ensure consistent, company-relevant content is uploaded at timely intervals, keeping the channel active and interesting. This allows for a consistent delivery of company key messages alongside personal updates that demonstrate their credentials as leaders.

Use you digital channels to create human connections
As consumers are more likely to “trust someone like us”, activating employees and leaders as influencers across your own (and their own) channels is critical to creating advocates.

Building influencers out of employees has delivered success for the likes of Walmart, which transformed 500 employees into influencers under their Spotlight initiative. This has seen the brand become a force on TikTok through its “Walmart Cheers” and “Walmart dance parties.” By giving a voice to its front-line associates, Walmart is humanizing its brand and offering customers authentic, relatable content that they actually want to see and engage with.

Brands and business leaders that build a rapport with their audiences stand a better chance of creating advocates. Building these advocates out of audiences, through a two-way conversation, will also increase crisis resilience, when an issue arises.

Digital natives are less likely to visit a news website, or be committed to impartial news… [they are] … more likely to say they use social media as their main source of news. Deeply networked, they have embraced new mobile networks like Instagram and TikTok for entertainment and distraction, to express their political rage – but also to tell their own stories in their own way.

Finally…
Few modern businesses ignore digital communications. Equally, relatively few make the very most of their true potential online. As traditional media suffers, and the way consumers learn about the world changes, communications strategies will have to change more radically than ever before.

Posted in UncategorisedTagged in , , ,