Are your leaders ready for the next disruption?

The speed and impact of the COVID-19 pandemic took most leaders and organizations by surprise. While this disruption is a dramatic outlier, leaders need to recognize that disruptions happen all the time. Some are unexpected, like COVID-19, while others are not. Businesses often disrupt themselves to innovate or react to new market demands. The bottom line: planned or not, disruption is here to stay. So how will you prepare your leaders for the next one?
When does disruption occur?

Understanding when disruption happens is a critical first step in preparing for it. Most disruptions are smaller than COVID-19, yet still have a significant impact on the business. Often self-initiated, disruptions occur when the business sets a new vision and goals or makes changes in strategy and operating models to adapt to marketplace forces. Culture transformations, acquisitions, mergers or other organizational change efforts also create disruptions. Frequently, more than one of these changes is happening at a time.
Why is disruption occurring more frequently now than ever?
In today’s environment, change is the new constant. Since the end of the twentieth century, the advent of the Internet and rapid advancements in technology have dramatically increased globalization and connectivity, accelerating the rate of change beyond anything seen before. In turn, this has shifted how leaders must approach change.
What did change look like before?
In the past, change was viewed as a straightforward process – a controllable event with a beginning, middle and an end. To prepare for change, leaders would plan for it, manage it and course correct to get to the end and be done with it.
Leaders embraced the mindset that with change comes risk. They believed change must be controlled to mitigate the various risks involved. This mindset allowed leaders to create the illusion of steadiness and calmness – something that historically came after change. This is called the stability mindset.
Change is uncomfortable for most people, so leaders often try to use the stability mindset to make their teams feel safe and secure, which enables them to perform at their best. However, in today’s business environment, this natural reaction is misguided. Persistent change means that treating change like a fixed set of events doesn’t align with reality.
Leading in today’s world
To be successful, leaders are now required to embrace the new belief that change is good fortune. Leaders must hold an opportunity mindset, embracing change as ongoing and necessary for growth and cultivating the belief that opportunity only comes with change. This new mindset turns on its head how leaders of the past perceived risk. Instead of associating risk with change, today’s leaders must understand that risk actually comes from NOT changing and remaining with status quo. Inertia causes organizations to lose ground and fall behind. Thus, change is not only necessary, but advantageous for businesses to adapt. Leaders who embrace an opportunity mindset can navigate change with a sense of confidence rather than hesitation or doubt.
Mindsets matter
The way leaders think about change is one of the biggest determinants of how successful change will be1 . Therefore, it is critical to examine preexisting organizational and individual mindsets about change. Typically ignored, these can provide critical information to help unlock transformation.
To help identify your individual and your organization’s mindset towards change, below are four different types of executives and organizations. Each example profiles an organization’s underlying relationship with change and identifies whether it embraces a stability or opportunity mindset.
Change Receivers:
Leaders who perceive change as pushed upon them feel a lack of control, resulting in a flight response. When leaders are in the habit of being a receiver of change, they are passive in their reaction and feel out of control, as if there is nothing they can do to prevent what is happening. Leaders with this response to change abdicate their own authority. The change receiver holds a stability mindset.
For example, a high-tech manufacturer set in motion a significant go-to-market global transformation. The changes brought by its new strategy shifted expectations for sellers, but these changes also touched product development, supply chain, customer support and finance. Senior leaders just below the c-suite reported that the “decisions are made by HQ” and even referenced “looking up” for direction as a behavioral norm in the company. These leaders tended to:
- Wait for direction or decisions from others before moving forward
- Refrain from taking action in new situations to avoid conflict
- Escalate decisions, assuming such judgements are “above my pay grade”
- Accept decisions or direction even when they don’t think they will work
Change Resistors:
Leaders who try to maintain their power and authority by pushing back against change. These leaders strive to protect the past by resisting the change with the belief that it will go away in the near future. Leaders will freeze, choose inaction or only take actions that they can control. Resistance can take many forms, such as questioning the authority of the change leaders, seemingly agreeing and then doing nothing, and citing reasons why the change does not apply to them. These leaders hope to wait out change. The change resistor holds a stability mindset.
For example, a global manufacturing company would routinely rotate high-level senior leaders as part of their development plan. During the rotation process, these senior leaders sometimes faced resistance, skepticism and inaction from their new team of leaders. The local leaders knew from their past experience that they could passively resist the new direction and continue doing what they were doing because their new senior leader would change again soon – as would the direction. In this case, resisting change was the leaders’ best path to stability. This led them to:
- Refrain from speaking up, even when holding an alternative perspective that would provide needed insight
- Bring up reasons that something could not be done based on precedent or history
- Agree, and then find reasons not to execute on the stated commitment
- Poke holes in the plan as a means to avoid taking action
- Criticize change efforts without offering alternative ideas or help
Change Controllers:
Leaders who believe that they can control change and its effect around them. These leaders create detailed plans, launch initiatives, manage events, or do anything that gives them a sense of control. Why is this a fight response? Taking action feels good, but even when executing the most well-crafted plan, a leader will encounter unexpected circumstances.
If the leader believes they have controlled the change with their plan, then obstacles and missteps are failures. When this happens, there can be a tendency to ratchet up reporting and accountability, micromanage or even to seek to blame for mistakes or lack of progress. This behavior gives them a sense that they are managing change. They often believe that it is up to them to help get their team or organization “through” the change. The change controller holds a stability mindset.
For example, an Oil and Gas organization recently launched a new strategy. As part of identifying what was needed to move the strategy forward, they reviewed critical processes designed to aid strategy execution. During the review, the senior team realized that their approach to quarterly business reviews would hurt progress toward their strategy rather than moving it forward. The senior team determined that their detail-oriented questions were “backward looking” and provoked ineffective behaviors rather than learning and forward progress, so they completely changed it. These change controllers tended to:
- Make decisions independently with limited input from colleagues
- Seek information that supports their personal agenda
- Ask detailed questions about why progress is slow or results were less than planned
- Give detailed instructions on what to do rather than inquire about what has been tried
- Discount obstacles raised by others to keep to the original plan
Change-Ready LeadersTM
Leaders who see change as normal, constant and the source of new opportunities. Leading change from this perspective requires a new set of great behaviors from leaders. A leader can choose to lead change rather than avoid it, resist it or try to control it. To lead change means leaders are scanning the environment, anticipating what is coming, and seeing opportunities where others see challenges. In some cases, it means thinking through a Plan B (and Plan C) because they know that Plan A will not work perfectly. Leaders focus more on aligning their teams on direction and purpose rather than telling people what to do. They create an environment where people learn, adapt and change together. The change-ready leader holds an opportunity mindset.
Change-ready leaders also focus on gaining emotional agreement from teams around the change being implemented and the reasons for doing it. This is a departure from the common idea that leaders only need to focus around explaining the “why” behind the change when communicating to individuals. Alignment around the vision is more beneficial for teams so they become invested in changing rather than focused on the why behind the change. Great leaders understand that letting people find their own reason for change and developing that understanding is critical to building trust.
How do great change-ready leaders lead? They try new tactics and implement new leadership competencies that they may not have used before. These competencies are brought to life in the form of behaviors, which are a result of having a different mindset and response to change. A change-ready leader holds an opportunity mindset and believes that change is expected, normal and constant. In order to make that mindset come alive, great change-ready leaders:
- Rally others around the positive reasons for continual change
- Accept the conflicting views, assumptions and feelings of the team
- Promote the company’s purpose while simultaneously balancing the reality of today and future possibilities
- Engage diverse teams to work together on difficult challenges while holding them accountable
- Encourage the team to accept change, paradox and complexity as facts of life that yield new opportunities
While these change-ready leader behaviors may seem to be common across companies, they are actually represented uniquely in each organization. Mindsets are universal across organizations, yet their application is contextual. This means that great leadership is not a carbon copy across all companies – an organization’s culture plays a significant role in terms of what makes a leader great on the job.
To become change ready, it is critical for leaders to understand and codify both the “how” and “when” to lead change within the context of their own organization. This works best if leaders can define what great change leaders do differently relative to average leaders in the form of capabilities and behaviors. In tandem with change leader capabilities and behaviors, identifying the pivotal moments where leaders need to demonstrate the capabilities and behaviors is an excellent tool for development.
Identifying these pivotal moments allows leaders to immediately recognize the situations where, by changing their actions, they will have the largest impact..
To prepare for the next disruption, leaders need to uncover their current response to change, understand why and how it served them in the past, and then shift to seeing change as a new constant. Once this change in mindset happens, behaviors will shift consistent with being a change leader within the context of their organization. Adopting a more productive relationship to change during the COVID-19 crisis will help leaders navigate the current situation and come out of it more prepared and confident for the next disruption. With tools in hand, perhaps they will even seek opportunities and create disruptions of their own.
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Last night I started reading a book by Irvin Yalom, a psychiatrist who has written several novels that I’ve loved. But right now I’m reading something different—a book of short lessons he’s learned from many years of working with patients.
Early in his career, Yalom was inspired by something he read. The gist of it was that all people have a natural tendency to want to grow and become fulfilled—just an acorn will grow up to become an oak—as long as there are no obstacles in the way. So the job of the psychotherapist was to eliminate the obstacles to growth.
This was a eureka moment for Yalom. At the time, he was treating a young widow. Suffering through grief for a long while, she wanted help because she had a “failed heart”—an inability ever to love again.
Yalom had felt overwhelmed. How could he possibly change someone’s inability to love? But now he looked at it differently. He could dedicate himself to identifying and eliminating the obstacles that kept her from loving.
So they worked on that—her feelings of disloyalty to her late husband, her sense that she was somehow responsible for his death, and the fear of loss that falling in love again would mean. Eventually they eliminated all of the obstacles. Then her natural ability to love—and grow—returned. She remarried.
Reading this story made me think of the responsibility of leaders toward the people they need to develop—and for the growth and learning that leaders themselves require to be the best that they can be.
Many leadership development challenges seem overwhelming—even impossible. The leaders that we coach usually have a list of areas where they want to get better, but how? How do you “build better relationships with your peers and direct reports”? How are you supposed to “get out of the weeds and demonstrate enterprise-wide thinking” or “build executive presence”? All of these goals are as abstract as they are huge.
So the best approach is to not focus on the huge and fuzzy goal. What we try to do is to break these goals down into concrete actions through working on real-time business problems. To put it simply, though, we do just as Yalom does: We identify the obstacles and work toward knocking them off, one at a time.
Leadership development is not usually a quick fix. You’re not going to develop executive presence through a half-day workshop or a one-time meeting. If you’re interested in meaningful, lasting growth—whether for yourself or for those who work for you—it’s a commitment.
But don’t ever forget that we’re all capable of growth throughout life and our careers. The trick is to find the right coach or mentor who will guide you through that obstacle course.

In my work as an executive coach, I meet at least once a month with each of my coaching clients.
I often talk to them on the phone and exchange emails with them as we work on their real-time business challenges. So, what happens in those conversations? Recurring themes start to come up. I find that many leaders have a “talk track” of words and phrases that they use all the time—without always being aware of the impact. For better or worse, this talk track ends up becoming part of their executive presence and their brand as a leader.
One of my clients had a talk track for many years that led to a reputation for negativity. In one meeting alone, I noticed that he had described about ten different work experiences as “nightmares.” Strong word! So we talked about this talk track. And the next time I heard him lapse into that way of talking, I decided to delve into it. “What I just heard from you was an example of that ‘talk track’ we’ve talked about,” I said. “So let’s talk about this. You say it was a ‘nightmare.’ Okay—why do you call it a nightmare?”
The upshot was that he had made a sales presentation but didn’t get the deal. I said, “Let’s use accurate language to describe the situation.” Was it a nightmare? No. Maybe it was a disappointment. Maybe he could have said, “Unfortunately, we didn’t get the deal” or “They decided to go with another vendor” and state why, objectively. My goal was to get him to stop “catastrophizing” when something didn’t work out.
This leader didn’t want to be defined by that negative “talk track” anymore. So I told him that the only way to do that is to turn up the volume on a very different talk track—one that captures the brand and presence that you want to project.
I’ve had clients who always talked about how difficult or challenging or complex things seemed to them. You’ve probably had a boss or colleague with any number of talk-track themes:
- “I’m so exhausted/overwhelmed/unhappy/unappreciated….”
- “Everyone here is useless/stupid/incompetent….”
- “It’s such a difficult environment/project/client/travel schedule…”
- “That will never work/We won’t get that deal/It’s a dumb idea/What were they thinking?”
Often people aren’t even aware of how much they harp on a conversational theme and how negatively this lack of executive presence is affecting their professional brand. So what can you do to make sure your talk track is working for you and not against you as a leader? Take these four steps:
1. Identify your talk-track themes.
What are the words and phrases that you find yourself constantly using in conversations at work? Write down the things you seem to say almost every day—or think about what themes come up all the time for you in conversation at work or elsewhere.
2. Consider the impact of your talk track.
As a leader, your words carry more weight than others. You’re setting the tone for your team or division or organization. Whether that tone is absurdly optimistic, cynical, critical, upbeat, energized, or overly emotional, it’s going to be the model for others. Make sure that your talk track is consistent with the values and behaviors you want to drive.
3. Challenge the reality of your talk track.
How accurate is your talk track? Do you have a natural tendency to see the part of the glass that’s empty? How do you respond to setbacks? Do you gloss over the pain? Do you make a mountain out of a molehill? It’s crucial for leaders to be balanced, objective, and real about what’s happening. Your language choices need to reflect that.
4. Consider what you could say differently.
It’s easy to lapse into your talk track. When you catch yourself saying the same old things, try to catch yourself as if an alarm was going off. Can you find another way to say it—something that’s consistent with the brand and presence you want to project.
Don’t get me wrong. Leaders do need to be “real” about challenges and setbacks, and a somber tone may be appropriate and even helpful at times. The goal is to become more aware of your talk track and what it’s doing for you and others. As a leader, people take their cues from you. Before you know it, your talk track can dominate or drive the culture.
Changing your talk track is a challenge. Our ways of talking and viewing the world are pretty ingrained through several decades of life experiences. But change is also very possible. Pump up the volume on a more positive talk track for the holidays, and your presence will be viewed as a gift.

A while back, I heard an anecdote on the radio about cellist Yo-Yo Ma, and it really struck me. Surprisingly, Ma said that once of his biggest inspirations was chef, author, and television personality Julia Child.
Huh?! Well, it turns out that thinking about Julia Child helped him get in the right mindset before a performance. He would think about watching her on television, making a roast chicken that looked beautiful—only to have it fall off the plate and onto the floor. Did she flip out? No, she never stopped smiling. She just acknowledged what happened and went on with the show.
Reflecting on this, Ma realized that the best mindset he could have as a performer was to ensure that his audience was having a good experience—rather than worrying about being perfect. Speaking to the St. Louis Post Dispatch last October, he said, “The idea of performing is hosting. It’s like you’re giving a party. You invite people to come to a place and enjoy something special; basically, they’re subject to whatever you dish out. You want them to have a great time, they want to have a great time, and what are you doing to facilitate that?”
In a Malcolm Gladwell article that I read years ago, Yo-Yo Ma also admitted that he used to strive for perfection in performance. When he was 17, he practiced a Brahms sonata for a year with technical perfection in mind. So what happened when he did that? “In the middle of the performance I thought, I’m bored. It would have been nothing for me to get up from the stage and walk away. That’s when I decided I would always opt for expression over perfection.
”There is a valuable lesson here for executive presentations. In my experience, many leaders worry too much about precision when they present. Aiming for total accuracy, it’s easy to end up with text-heavy PowerPoint slides—and far too many of them. And once you have a ton of bullets on a slide, you usually feel compelled to read them all. At best, slides still tend to distract the audience’s energy away from you—and the presentation is really all about you, not your visuals.
Think about it: What would you rather be able to say at the end of your presentation?
- I covered every point perfectly and spoke without a single stumble.
- I connected deeply with the audience, and I could sense that they were completely engaged with my presentation.
It’s a no-brainer, isn’t it? If you’re able to really connect with your audience’s questions, concerns, and needs, they won’t even notice if the imperfections that jump out to you as the expert.
Of course, there’s a catch here. Connection trumps precision… but the more you master your topic through preparation and practice, the more you’re freed up to focus on connecting with the audience. When you don’t have to work to remember your key points and transitions, you can concentrate more on your eye contact, gestures, and reading the room.
So give some thought to drawing some inspiration from Julia Child, just as Yo-Yo Ma does as a concert performer. When you’re giving a speech, you’re the host, and your job is to set the tone and make sure that everyone has a good experience.
That’s a recipe for a successful presentation.
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You’re buckling in for an overseas flight in a brand-new Boeing 777. The pilot comes on the PA: “Ah, ladies and gentlemen, our flight time today will be six and a half hours at a cruising altitude of 33,000 feet. And I should mention that this is the first time I have ever flown a 777. Wish me luck.”
Before setting foot in the real world, pilots, military personnel and disaster response teams use intense simulations to learn how to respond to high-intensity challenges.Why should we place corporate leaders and their teams in situations without first giving them a chance to try things out? The risks are huge — new strategy investments can run into the hundreds of millions of dollars. BTS offers a better way to turn strategy into action: customized business simulations.
‘Now I Know What it’s Like to be CEO’
A customized business simulation of your enterprise, business unit or process, using real-world competitive dynamics, places leaders in a context where they step out of their normal day-to-day roles and gain exposure to the big picture. Participants make decisions in a risk-free environment, allowing them to experience critical interdependencies, execution best practices and the levers they can use to optimize their company’s key performance indicators. It takes the concept of a strategy and makes it personal, giving each individual the chance to see the direct impacts of their actions and the role they play in strategy execution.
Leading corporations are increasingly turning to business simulations to help build strategic alignment and execution capability when faced with the following business challenges:
- Key performance objective and new strategy implementation.
- Accelerating strategy execution and innovation.
- Improving business acumen and financial decision making.
- Transforming sales programs into business results accelerators.
- Leadership development focused on front-line execution.
- Implementing culture change as tied to strategy alignment.
- Modeling complex value chains for collaborative cost elimination.
- Merger integration.
Within minutes of being placed in a business simulation, users are grappling with issues and decisions that they must make — now. A year gets compressed into a day or less. Competition among teams spurs engagement, invention and discovery.
The Business Simulation Continuum: Customize to Fit Your Needs
Simulations have a broad range of applications, from building deep strategic alignment to developing execution capability. The more customized the simulation, the more experience participants can bring back to the job in execution and results. Think about it: why design a learning experience around generic competency models or broad definitions of success when the point is to improve within your business context? When you instead simulate what “great” looks like for your organization, you exponentially increase the efficacy of your program.
10 Elements of Highly Effective Business Simulations
With 30 years of experience building and implementing highly customized simulations for Fortune 500 companies, BTS has developed the 10 critical elements of an effective business simulation:
- Highly realistic with points of realism targeted to drive experiential learning.
- Dynamically competitive with decisions and results impacted by peers’ decisions in an intense, yet fun, environment.
- Illustrative, not prescriptive or deterministic, with a focus on new ways of thinking.
- Catalyzes discussion of critical issues with learning coming from discussion within teams and among individuals.
- Business-relevant feedback, a mechanism to relate the simulation experience directly back to the company’s business and key strategic priorities.
- Delivered with excellence : High levels of quality and inclusion of such design elements as group discussion, humor, coaching and competition that make the experience highly interactive, intriguing, emotional, fun, and satisfying.
- User driven: Progress through the business simulation experience is controlled by participants and accommodates a variety of learning and work styles.
- Designed for a specific target audience, level and business need.
- Outcome focused , so that changes in mindset lead to concrete actions.
- Enables and builds community: Interpersonal networks are created and extended through chat rooms, threaded discussions and issue-focused e-mail groups; participants support and share with peers.
Better Results, Faster
Well-designed business simulations are proven to significantly accelerate the time to value of corporate initiatives. A new strategy can be delivered to a global workforce and execution capability can be developed quickly, consistently and cost-effectively. It’s made personal, so that back on the job, participants own the new strategy and share their enthusiasm and commitment. This in turn yields tangible results; according to a research report conducted by the Economist Intelligence Unit and sponsored by BTS, titled “Mindsets: Gaining Buy-In to Strategy,” the majority of firms struggle to achieve buy-in to strategy, but those that personalize strategy throughout their organization significantly outperform their peers in terms of profitability, revenue growth and market share.
Business Simulations: Even More Powerful in Combination
Comprehensive deployment of business simulation and experiential learning programs combines live and online experiences. The deepest alignment, mindset shift and capability building takes place over time through a series of well-designed activities. Maximize impact by linking engagement and skill building to organizational objectives and by involving leadership throughout the process.
Putting Business Simulations to Work
Simulations drive strategic alignment, sales force transformation, and business acumen, financial acumen and leadership development, among other areas. A successful experiential learning program cements strategic alignment and builds execution capability across the entire organization, turning strategy into action. Results can be measured in team effectiveness, company alignment, revenue growth and share price.
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I recently read an HBR article discussing why the traditional approach to leadership development doesn’t always work.
It stated that instead of traditional methods, the best way to identify, grow and retain leaders to meet today’s demands is to “Let them innovate, let them improvise and let them actually lead.”
Over the past 30 years, as we’ve partnered with clients facing a vast range of challenges, we’ve seen the truth behind this – that people learn best by actually doing. That’s why business simulations are such a powerful tool: they allow people to do and lead within a risk-free environment, and condense years of on-the-job learning experience into a few days, or even hours.
We also know that learning is not just a “one and done” situation – it is a continuous experience. In many cases, a learning journey, which blends a variety of learning methodologies and tools over time, is the most powerful means of shifting mindsets, building capabilities and driving sustained, effective results.What a learning journey looks like depends entirely on the context of your organization. What challenges are you addressing? What results are you driving for? What does great leadership look like for your organization?

To bring this to life, imagine the following approach to a blended learning journey for aligning and developing leaders – in this scenario, within a financial services firm: Financial technology has “transformed the way money is managed. It affects almost every financial activity, from banking to payments to wealth management. Startups are re-imagining financial services processes, while incumbent financial services firms are following suit with new products of their own.”
For a leading financial services company, this disruption has led to a massive technology transformation. With tens of thousands of employees in the current technology and operations group, the company will be making massive reductions to headcount over the next five years as a result of automation, robotics and other technology advances.
This personnel reduction and increased use of technology is both a massive shift for the business as well as a huge change in the scope of responsibility that the remaining leaders are being asked to take on moving forward. As such, the CEO of the business unit recognizes the need to align 175 senior leaders in the unit to the strategy and the future direction of the business, and give them the capabilities that they need to effectively execute moving forward.
To achieve these goals, BTS would build an innovative design for this initiative: a six-month blended experience, incorporating in-person events, individual and cohort-based coaching sessions, virtual assessments and more. Throughout the journey, data would be captured and analyzed to provide top leadership with information about the participants’ progress – and skill gaps – on both an individual and cohort level, thus setting up future development initiatives for optimal success.
The journey would begin with a two-day live conference event for the 175 person target audience, incorporating leader-led presentations about the strategy. The event would not just be talking heads and PowerPoint slides, but rather would leverage the BTS Pulse digital event technology to increase engagement and create a two-way, interactive dialogue that captures the participants’ ideas and suggestions. Participants also would use the technology to experience a moments-based leadership simulation that develops critical communications, innovation and change leadership capabilities, among other skills.
romAfter the event, participants would return to the job to apply their new learnings. On the job, each participant would continue their journey with four one-on-one performance coaching sessions, in addition to a series of peer coaching sessions shared with four to five colleagues. They also would use 60-90 minute virtual Practice with an Expert sessions to develop specific skill areas in short learning bursts, and then practice those skills with a live virtual coach. Throughout the journey, participants would access online, self-paced modules that contain “go-do activities” to reinforce and encourage application of the innovation leadership and other skills learned during the program.
As a capstone, six months after the journey has begun, every participant would go through a live, virtual assessment conducted via the BTS Pulse platform. In three to four hours, these virtual assessments allow live assessors to evaluate each leader’s learnings from the overall journey and identify any remaining skill gaps. The individual and cohort assessment data would then lead to and govern the design of future learning interventions that would continue to ensure the leaders are capable of implementing the strategy.
As you can see, this journey design leverages a range of tools and learning methodologies to create a holistic, impactful solution. It’s not just a standalone event – each step of the journey ties into the one before, and the data gathered throughout can be used well into the future in order to shape the next initiative .
Great journeys or experiences like this can take many forms. In addition to live classroom and virtual experiences, there is an ecosystem of activities, such as performance coaching, peer coaching, practice with an expert, go-dos, self-paced learning modules, and more, that truly engage leaders and ensure that the learnings are being reinforced, built upon, practiced and implemented back on the job. We find that these types of experience rarely look the same for every client. There are many factors that determine which configuration and progression will make the most sense. There is one common theme that we have found throughout these highly contextual experiences, however – that the participant feedback is outstanding and the business impact is profound.

Leading with Purpose, Part 1
Most CEOs I speak with are not 100% at peace with their company’s purpose. As the market, their people and their business evolve, so will their purpose. As some of the best companies of past and present show us, there is strength, and even magic, in a great company purpose. What is also clear, however, is that this magic does not come from just having a “purpose” or “vision,” but rather from how well a company is executing against their purpose.
When Southwest Airlines (which has been profitable for 45 consecutive years, and on FORTUNE’s list of World’s Most Admired Companies for 24 straight years) was first starting out, their mission was to make flying affordable.1 They rallied their people on the idea that a grandmother should be able to affordably buy a ticket, at the drop of a hat, to get on a flight to see her new grandchild. This simple mission led to the “Southwest Effect,” which transformed the airline industry, and continued to be a lens with which the Southwest leadership team made key decisions.
Today, Southwest’s vision has evolved: “To become the world’s most loved, most flown, and most profitable airline.” And they are executing on this vision. They continue to drive superior shareholder returns against all industries on the S&P 500 (as they have for the past 44 years), and in 2018 were named the top low-cost airline in JD Powers customer survey reports for the second year in a row.
As the Southwest example highlights, great company purpose combined with a leadership team who will build the work-flows, culture, processes and metrics to live up to it can be an enormous employee motivator. But we have also experienced, both at BTS and with our global clients, that a good company vision and purpose on their own are not sufficient – employees need them to be even more personal to them as an individual. I remember a lunch I had twelve years ago with a 24-year old new hire who was my direct report. After some small talk he looked at me and said, “Why are you here? Why have you spent seven years with the same company?”
I’ll never forget that lunch. It was the first time I had been asked the question, and it was the beginning of a new decade where our employees were much louder and more active about wanting to reflect and spend time on our mission and purpose, linking it to their personal values and the impact they strived to have in the world. Luke, that 24-year old new hire, has made me and our company better as a result of his question.
In the last decade, there has been a growing emphasis in the business world on finding a deeper motivation to unlock greater meaning at work. For some this may sound ‘fluffy,’ or as one executive we spoke to commented, “Is this just the next version of the pursuit of vision and values? It sounds great on paper but too often makes little real difference as it tends to stay on the wall, rather than live in your heart.”
Yet your people spend the majority of their life at work and with colleagues. At its best, a sense of purpose is a way of bringing meaning to their work and understanding the contributions they are making to the company, as well as greater society. It makes sense, then, that employees who are clear on their personal and professional purpose end their work day invigorated and proud of what they’re doing instead of exhausted by mindless work that is bereft of real meaning.
According to a recent PWC study, 79% of business leaders believe that purpose is central to business success – but only 34% use their organization’s purpose as a guidepost for their leadership team’s decision-making. Signs that your workplace may be lacking organizational purpose are distracted employees and a lack of comradery. These are significant factors – so why don’t more organizations devote time to developing clear purpose and values? Well, developing organizational purpose is no easy task, and much of it starts with your own personal purpose. If you’re unsure of what exactly your own personal purpose is, have no fear – in the next two installments of this blog series, we will offer simple steps to help you uncover your personal and organizational purposes and get closer to leading through the lens of purpose.
