The Psychology of Quality and More

Lead

The Tao of Branding by David Straker -- Part 4

Start - Be - Sense - Harmonise - Lead - References

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Leadership is a perennial topic where its students seek the alchemist’s stone that will transmute mere mortals into management gods. Yet few have found the secret.

Jim Collins found, in a study of 1435 top companies, only 11 companies which had gone from being one of the crowd to sustained growth. Their secret was always a quiet and humble leader who knew what he or she wanted and then quietly shaped the greatness of their organization.

A great leader loves his or her followers, unconditionally, who know this, unquestioningly. When you know you are loved, how can you not trust fully?

Tao invisibility

In Tao, a leader is sage and invisible. With touch so light, sensitivity so sharply honed, the leader seem to do nothing special, yet somehow they achieve their goals.

The very highest is barely known by men,
Then comes that which they know and love
Then that which is feared,
Then that which is despised.

He who does not trust enough will not be trusted.

When actions are performed
Without unnecessary speech,
People say “We did it!”

-- Tao Te Ching, by Lao Tsu

Tai Chi spirals

Master Cheng said, ‘A force of a thousand pounds can be moved by a force of four ounces.’ This is not mysterious. A force travels in one dimension, yet we live in three. Thus the defender always has twice the advantage of an attacker. With gentle circles you can deflect attacks and slide around defenses.

Tai Chi also takes advantage of our very small focus of attention, creating distractions whereby subtle attacks can gently slip through. Pickpockets and magicians know this too.

Whirlpools appear in swift-flowing streams and the curling waves are like spirals,
If a falling leaf lands on their surface, in no time at all it is lost from sight.

-- Tai Chi Touchstones: Yang Family Secrets, by Douglas Wile

Brand wisdom

A great brand is. It is in tune with its audience. It harmonizes and leads so subtly, people say ‘We want it!’ without the brand seeming to ask. Like a wise sage or guiding star, the brand helps people see their real destination.

Southwest Airlines has ‘LUV’ as its stockmarket ticker, and cares so much for its customers they repeatedly flock to the charismatic and efficient Southwest doors. Despite many attempts to emulate it, few have even got close.

Generics are not wise. They care only for profits and would even bleed dry their golden geese. Yet sensitive leaders who know the Tao can lead the generics as well as their customers. And like the pipers of old, they can lead the merry dance right to the waters edge.

Look at the star, not the pointing finger -- Chinese proverb

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