2.2 Leadership Tenets

Do it the Best Way for the Best Results

2.2.1 Our Point of View

Leadership Tenets

Leaders with clear leadership tenets:

Need to follow principles that make them Both Driven AND Collaborative in order to achieve broader and more recognized personal & public leadership accomplishments
Guide their actions with frameworks and inspire others to work towards a common goal
Provide a solid foundation for bigger and bolder initiatives
Achieve better and faster results by being successful and trusted collaborators

What is the benefit of it?

Obtain a clear view of what's right and wrong to see solutions with fewer complications and worry less about the consequences of your decisions
Build an organization where you can trust that every person will do the right thing and support each other

What is the cost if you don't embrace this?

Decrease chances of gaining respect and trust from others
Make bad decisions that will not be supported by others and have negative outcomes

Key Takeaway: Strong leadership tenets guide a leader's behaviors and actions towards more valuable and impactful results

2.2.2 Selected Leadership Tenets and Global Examples

Visionary and Purposeful

Visionary & Purposeful leaders understand their motivations and values. They build actionable insights on emerging opportunities and threats. They also think about a purposeful future impacting all associated stakeholders and have a genuine commitment to building a shared and purposeful vision that drives a motivated ecosystem to achieve impresiive results.

John F. Kennedy

President of the United States, 1961

John F. Kennedy (JFK) was an American president who was instrumental in forming the United States response to world diplomacy after World War II, advocating peace and harmony and driving the country towards innovation and growth.

On May 25, 1961, JFK announced the goal of landing a man on the Moon by the end of the decade. On July 20, 1969, the US successfully landed the first man on the Moon.

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Key Takeaway: Visionary Leaders are situationally aware of what is required to meet the future needs of the organization they lead and have a strong commitment to achieving long-term impact with the help of an aligned & motivated team.

Think big & demonstrate a growth mindset
Be driven & purposeful
Be open-minded and challenge the status quo
Adopt a clear, compelling & open communication style
Create a shared understanding and commitment
Demonstrate self-awareness

Develop actionable insights on emerging opportunities and threats
Identify alternative futures and scenarios for "What If?" and "What's Next?"
Align the vision to leader journey addressing both shorter and longer-term goals
Create an entrepreneurial and innovation leadership vision aligned with values
Include and align your extended enterprise of employees, partners, teams, and organization
Create a purposeful vision to effectively communicate & develop a shared understanding
Develop a motivating vision & purpose that can drive personal behavior and success as well as that of your team and organization
Look to mentors and exemplars to help you create a purposeful leadership vision

Genuine & Strategic

Genuine & Strategic Leaders understand the personal and team strengths/weaknesses to build clear and bold strategic or tactical plans which are well aligned with their shared vision and goals.

Indra Nooyi

Ex CEO & Chairman, PepsiCo

Indra Nooyi, consistently ranked among the world’s 100 most influential women, realized the changing market dynamics and set a strategic redirection for PepsiCo, called “Performance with a Purpose,” which involved creating long-term growth while leaving a positive impact on society and the environment.

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Key Takeaway:

While shareholders are important, businesses need to look at "performance with purpose" taking into consideration the needs of other shareholders and society at large
Businesses should look beyond the current profits and benefits and think about the long-term impact their decisions have

Think about present issues and future opportunities
Model a growth mindset by being innovation-driven and willing to take risks
Use open communication styles
Have clear goals
Anticipate and take risks
Have a bias for action
Be passionate

Create a clear and compelling case for change
Populate multiple alternatives and opportunities for personal goals looking at current and future opportunities with a balanced and objective analysis of risks and opportunities
Ask good questions and probe good answers and insights about "What if?" and "What’s Next?" while connecting the present to the future
Connect strategy to your compelling Vision or Mission
Create a strong mix of potential projects and initiatives and measure their evolving (and hopefully increasing) value over time
Build an honest and objective shared understanding of key strengths and weaknesses

Magnetic & Competetive

Magnetic & Competitive Leaders excel at identifying the assets and competencies required to achieve success and use their influencing and mentoring skills to build, attract, and retain the talent, partners, and resources required to achieve their goals.

Jack Ma

Founder & CEO, Alibaba Group

Jack Ma, richest man in China, built Alibaba group from scratch to become one of the largest E-commerce and technology companies in the world with a market valuation of over $600 B. His philosophy is to “stay one step ahead of the competition” by anticipating trends with a clear foresight.

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Key Takeaway: Being in a monopolistic company is good for business but not the best for the community or the impact the company wants to create. When there is competition and business leaders compete for market share, it leads to greater innovation and impact in the longer term.

Keep Learning
Be Curious
Be One Step Ahead of your competition
Attract and retain the best talent
Be a magnet for new partners and key resources and assets
Be inclusive and responsive to feedback

Build a pressure-tested platform of Competencies, Assets and Technologies and attract and commit the resources you need to support the strengthening of selected platforms
Attract, retain and motivate the Talent needed to build and leverage these platforms for sustainable competitive advantage
Ask good and probing questions about Alternative Scenarios and Options and test for your preparedness for addressing changing circumstance and answers about who to play with and when
Conduct thorough, honest, and regular assessments of Key Success Factors and your Strengths & Weaknesses to win

Magnetic & Competetive

Collaborative & Adaptive leaders successfully utilize the power of their networks, teams, and partners by promoting an entrepreneurial culture, inclusiveness, and teamwork to drive results.

Sheryl Sandberg

COO, Facebook

Sheryl Sandberg moved from Google to Facebook when it had only 550 employees and was able to grow it to significant levels through international expansions. During COVID she was able to quickly adapt and grow Facebooks Ad revenue by 21% despite the crisis.

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Key Takeaway:

Understanding that one's own personal beliefs and preferences are subjective and also understanding that others might not share the same beliefs is the first step to creating authentic communication

Understanding there could be another version of truth or belief, leaders provide others the platform to communicate authentically
Taking accountability for results and impact is key to being trusted

Hire & develop the best talent
Build and motivate high-performance teams
Promote collaboration and teamwork
Create and manage partnerships effectively; distribute responsibilities
Be persuasive and create win-win value propositions that drive value for all stakeholders
Have open communication styles
Be an active listener, seek different perspectives and provide and receive feedback
Make it safe to fail and spark positivity

Build Engagement, Excitement, Alignment, Collaboration and Commitment to target actions, results, and outcomes
Build and develop Diverse and Inclusive Teams that can adapt to change across the extended enterprise
Focus on High Performance Teams, and reward and recognize teams and collaboration as much if not more than individual contributors
Ask good questions of these teams and drive and support Collaborative Behaviors
Use Make/Collaborate/Buy tools to identify and strategically select Partners and build win-win-win partnership agreements
Create an energized entrepreneurial culture

Innovative & Transformative

Innovative & Transformative leaders recognize the rapid pace and disruptive nature of change and embrace digital transformation and other technologies that are the drivers of this change.

Reed Hastings

Founder & CEO, Netflix

Reed Hastings identified trends in data consumption and developed the OTT app Netflix, leading to a complete change in Business Model from those of many incumbent media companies like Blockbuster. Today, Netflix has disrupted mainstream media, movie production and many other businesses.

Key Takeaway: Companies need to create an entrepreneurial environment and culture of freedom, autonomy, and creativity to be able to innovate and grow.

Embrace Change
Simplify Complexity
Clarify ambiguity
Challenge the Status Quo
Take Risks
Have a bias for action

Be aware of and embrace emerging and disruptive trends and technologies
Experiment with new business models and offerings
Respond to new approaches and tools embedded in Industry 4.0 and Innovation 4.0
Build an innovation and entrepreneurial culture

Impactful & Valued

Impactful & Valued Leaders practice agile execution methodologies to drive faster results with reduced risks for their family, their teams, and their community. They drive sustainable high value impact across multiple dimensions.

Steve Jobs

Co-Founder, Apple Inc.

Steve Jobs believed that the best leaders do not come from management backgrounds, but are strong at execution. He believed that having a core team who is motivated by problem solving and striving to achieve quick results has led to the success at Apple.

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Key Takeaway: Great leaders are not only great thinkers but great doers. They are highly motivated by problems and put a lot of effort in execution, not just in planning.

Provide coaching & be coachable
Create and nurture other leaders
Insist on highest standards
Fail fast and fail small
Reward and celebrate successful people and pilots
Be agile, flexible, and lean

Lead the development of a speedy and high value Pipeline of key projects and initiatives
Recognize and reward Speed and Success across the entire Pipeline from time to trigger and launch, time to cash, and time to scale up and impact
Do the Last Experiment First to assure focus on users and customers and uptake by lead users and first to market advantages
Lead the adoption of the latest tools and approaches for Accelerated Success and Leaning including the Innovation 4.0 tools of Simulation, virtualization, and gamification

2.2.3 Brazilian Examples

Brazilian Leaders and their experience in Leadership Principles

Fernando Musa

Former CEO, Braskem SA

Wilson Poit

Director Superintendente no Sebrae-SP

Mauricio Filizola

CEO, Santa Branca de Empreendimentos Farmaceuticos

Description: Fernando Musa is currently serving as a senior advisor and board member for Advent International, Bain & Company, Oxiteno, Abiquim, and World Plastics Council, among others. He is the founder of MGDK acquired by Monitor, was Managing Partner at Monitor Group, VP of Planning & Integration at Quattor, and CEO of Brasken.

Description: Wilson Poit is a serial entrepreneur and currently serves as Superintendent Director at Sebrae-SP. Wilson has led businesses in five different sectors and also worked as a business advisor to multiple businesses.

Description: In 1986, Filizola started his career as a pharmacist working on setting up his own pharmacy which he grew from a small store to a full-fledged franchise and distribution chain with capabilities to produce certain products. He today serves as the VP of Fecomércio Ceará System.

Key Insight: Build trust to enable teams. This is achieved through repetition, familiarity, and being human. It is not achieved through isolation or separation.

Key Insight: Leadership is about pursuing results as a team, without shortcuts and, in addition, being able to prepare your successors.

A leader's responsibility is to build other leaders who will be able to bring continuity to the construction of visionary goals that generate a significant impact.

Key Insight: Leadership is about inspiring people and awakening their purpose, connecting mind and heart.

A leader should prioritize being present and mindful of what they are trying to achieve and then be assertive in communication to be fully and correctly understood.

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