What’s the quick test to determine effective leadership? Test for two things, says former Burger King CEO and chairman of CCMP Capital Greg Brenneman an interview in yesterday’s New York Times business section (“Can You Pass a CEO Test?”)
The first is to find out whether the executive knows what really will make a difference to the business and incorporates those few things into a simple plan everyone can follow.
“I am constantly asking the question, ‘What are the two or three levers that, if done right, if pulled correctly, will really turn this business?’ Then I take those levers and bake them into a one-page plan.”
The second test: is this a person you would want to work with.
“…if I were to get on an airplane with this guy or gal, would I want to fly across the Atlantic with them? Are they nice people to be with?…I find that people who don’t relate well to danybody doesn’t succeed very well.”
The simple test would probably work as well for leaders of any organization — marketing, corporate communications, product development, agencies and consulting firms.
For a marketing leader, I see these two levers:
- How do we get people to prefer (and love) our brand over other choices they have.
- How do I attract and develop outstanding marketing talent who can help us deliver #1.
For all of you who hire outside firms — what do you think the most important levers might be for agencies or consulting firms today, especially in view of the economy?
Hi Lois – Thanks for pulling out the key sentiments of this important article. The secret is to work with people you like and trust so you can make the hard decisions and innovate together towards a SIMPLE, attainable (internal/external) strategy. No fear, posturing, or know-it-alls … just safe debate to determine relevant solutions. I appreciate this more than anything in business and life!