Authentic Leadership

Authentic Leadership: Rediscovering the Secrets to Creating Lasting Value

by Bill George

Former Medtronic chairman and CEO Bill George wrote this book following a series of corporate scandals, including Enron, Sunbeam, Tyco, and Worldcom—just to name a few. These companies imploded because management was fixated on maximizing short-term shareholder value.

To paraphrase my favorite line in the book: you are running a business, not a stock. That said, the compound annual growth rate of Medtronic split-adjusted stock price was 28.5% during George’s 12-year tenure, according to my calculations. Not too shabby!

The first part of the book deals with the character, values, and sense of purpose required to inspire employees. George also shares his wisdom and personal experiences regarding customers, quality, market share, growth, innovation, acquisitions, FDA approval delays, Wall Street analysts, and corporate governance. Continue reading “Authentic Leadership”

Don’t Sell Me, Tell Me

Don’t Sell Me, Tell Me: How to use storytelling to connect with the hearts and wallets of a hungry audience

by Greg Koorhan

Greg Koorhan’s main message is to “stop sounding like everyone else and tell your own, unique story.”

“A study by the Emory Institute in Atlanta… found that just thinking about an action triggers the same emotional and sensory area of the brain that performing the action does… So by telling a story associated with you or your business, you can trigger the emotions that make your customer feel, even for a brief moment, as if they’ve experienced the same benefit… Assuming it’s a good experience, don’t you think they’ll want more?”

“When looking at data, the language areas of the brain light up, but not the emotional and sensory areas. These areas are triggered only by stories. This means that your story can engage your audience in ways data can’t… When data and stories are used together, audiences are moved both emotionally and intellectually.”

“Your Story IS Your Brand… Your brand is actually tied closely to your values. And by nurturing your values, you develop a theme. And out of your theme grows your story… Start with your values, then your theme, character archetype and emotional tone. Once you’ve got the elements of your story in place, your entire marketing and advertising platform can grow out of it.”

Continue reading “Don’t Sell Me, Tell Me”

The Brand Challenge

the-brand-challenge

The Brand Challenge: Adapting Branding to Sectorial Imperatives

Edited by Kartikeya Kompella

The Brand Challenge consists of four general branding topics followed 11 sector-specific chapters, namely: luxury, retail, business-to-business (B2B), media, financial services, non-profits, fashion, hotels, cities, technology, and football (soccer). Each chapter is written by a different author. Continue reading “The Brand Challenge”