Activating the Emotions

Here is something to think about that we find particularly interesting and very relevant to any aspiring organization today. Question. Have you ever noticed that all of the great companies written about in business books and praised for their remarkable corporate culture also have something else in common - great customer loyalty? Think about it - Southwest Airlines, Harley Davidson, eBay, Amazon, the list goes on and on. Is there a link? We think so!

It seems to us that organizations founded on passion, driven by passion and led with passion also ultimately "win" with passion where it really counts, with their customers. In the new bestseller and highly passionate book "Lovemarks", author Kevin Roberts, CEO Worldwide, Saatchi & Saatchi explains how primary and secondary emotions come into play when you talk "brand" loyalty. These emotions guide everyday action and behaviour. The list includes: joy, sorrow, anger, fear, surprise, disgust, guilt, shame, pride, envy, love and jealousy.

Internal and External Brand Loyalty

Roberts then goes on to unashamedly propose that of all these powerful emotions, love is the most fundamental of all. It occurs to us that what Roberts about external brand loyalty with customers, also applies within the organization when it comes to internal or employee loyalty. The facts seem to be undeniable; organizations that can "ruthlessly execute" in the market while maintaining a passionately charged corporate culture surely have a distinct advantage over companies possessing only one of these two attributes. To quote Roberts again, "industries need to connect with what people feel and want, not simply with what can be delivered".

Spiritual Revival

The leaders within today's complex organizations are all charged with the same fundamental challenge. How do they successfully create a "new tomorrow" for their organization and its customers in the midst of a confusing today?

The answer seems obvious. Touch the emotions of your customers through the emotions of your employees and you will find a powerful elixir for what ails even the most hardened of boardrooms and executive suites. It is simply wrong to continue to believe that leaders have the ability to motivate the "troops". That is not the way it works and there is just no evidence to suggest it ever has.

The truth of the matter is, no one else can motivate you to either buy a product or work passionately for the corporate cause. People can motivate themselves but they cannot be motivated by someone else. The catalyst to ignite that particular kind of "ownership" is an emotional connection with the brand or the organization.

Leadership Redux

To read the business section of any newspaper today - New York, Toronto, London or Melbourne – is to read about a never ending list of organizational turnarounds, executive team purges and floundering brands that, not so long ago, were considered best in class. Everywhere you look, leaders are being forced by their customers, shareholders and employees to create something new and better.

Stakeholders of every type are all asking for the same thing. They are asking to be excited! In essence, they are looking to fall back in love. To do so, leaders will need to touch the emotions of the external customer as well as the emotions of the employee base.

The Investment Equation

Think of it this way. The shareholders invest with their money, the customers invest with their wallet and the employees invest with their commitment and energy. If you think of employees as investors, in that way, then the role of leadership becomes quite clear. The leader must find a way to have employees invest more and the only way they will do that is if there is an emotional reason to do so.

Steps to Building Love in your Organization

Fill out an ideal profile – Just like an online dating service, develop a list of characteristics that you would find to be an ideal match. Be choosy – if you get it right, you can be in it for the long-term. Then, find ways of getting the organization to express them.

Go on a first date - It's going to be awkward and there will be a great deal of stress and frustration. Be true to yourself. If it's not right – find another match, and go on a first date with them. If it works - make it stick, be responsive and appreciative, make everyone feel great!

Don't play games – If you are truly dedicated to your organization, don't jeopardize the relationship. Be mature, stay focussed, and treat every day like you're on a date - you must go all out every day. The second you get too comfortable, you might stop trying so hard. Once you do, everyone else will too.

Stay faithful – Be honest about your commitment to the organization. If you lose interest, don't get caught up in looking for work in other organizations. Be honest and move on. Your organization deserves absolute honesty and commitment.

Re-ignite the flame – If you lose interest but don't want to move on from this place you love, that is a different story. Stop – figure out what went wrong. Don't worry about assigning blame. Fix the problem. Remember, this isn't "like" - this is "love". It is hard work for both parties. Don't let the other party down.

Our Monthly Rant …
Would you get Inked?


Passion breeds exceptional performance. Are you passionate? Do you love what you do? And where you do it? How much?

Would you get a tattoo of your corporate logo? Yes, we mean that literally, a real life flesh and blood tattoo. Permanent.

Harley Riders, Nike Athletes, Olympic Athletes all get corporate logos inked into their bodies. Why not you? What is preventing you? What if, at your next meeting, you invited a tattoo artist in and asked team members to each get tattooed with the organization's logo. Who would do it? Would you go first?

If not, what is it about your organization that is preventing you from being in love? To be effective, you must address these issues. They must be changed. You gotta love what you do. In fact, to quote a certain rather popular rock band - All you need is Love!

Contact us today to learn more about how The Beacon Group can help you get passionate about your organization through Leadership Development Training, and our World-Class Climate Surveys.