Written by: Renée LeMoine
Photo by: V&V

“Our agency is changing its direction and targeting more growth oriented companies, so we are searching for novel messages to convey our vision.

Don’t put the cart before the horse. While the message is important, the messenger should be your first focal priority. In this case, the novelty comes from how the group leader presents himself and his team to the client. John Maxwell, an American leadership expert wrote, “People don’t at first follow worthy causes. They follow worthy leaders who promote worthwhile causes.” Thus, vision follows leadership.
India had a vision for achieving independence from Britain for many decades. It wasn’t until after Gandhi inspired Indians to stand up for their rights without utilizing violent methods were they able to realize their goals. Gandhi had earned the people’s respect and trust by focusing their energy on peaceful resolution rather than violent discord.
A leader preparing challenging new directions will need to ready himself and his team. This process will involve several factors for mental review and performance improvement. A team will shine and is ready for developing the message if it has solid relationships with the leader and each other. Consider that a healthy team will draw the attention of vital clients who share a common mentality

• Create a dynamic team and stick with it. Working together as a team over time creates a synergy of shared experiences that assembles a common ground. Championship sport teams seldom win year after year because new players join the team and change the dynamics. The shared experience of the championship team is diluted with the evolving roster.
• Show respect. A leader that respects his team members earns their trust, and thus gains their respect. Scottish poet George Macdonald once said “to be trusted is a greater compliment than to be loved.”
• Emphasize teammates’ needs rather than your own. Leaders are good at adding value and making the members feel special. A teammate will not feel important if the leader secretly fears or resents that person. Give members your impartial attention and offer genuine compliments in front of others.

Article prepared by Renée LeMoine, Executive Director, LeMoine & Associates