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Leadership Tips from UK Marketing Gurus

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What makes an outstanding leader?


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This document has been produced following on from discussions with these top marketing leaders:


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Perspectives from The Marketing Society, Marketing Leaders Programme 2014 #TipsFromTheTop Author: Rodrigo Barreto Follow us on Twitter: @brandlearning Find us on LinkedIn


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Context The Marketing Society, together with Brand Learning, developed the Marketing Leaders Programme as a unique development experience for high potential individuals, preparing for marketing leadership roles. Now in its 11th year, this blend of marketing and people leadership skill development, delivered by eminent industry leaders and leadership experts, is designed to help shape the great marketing leaders of tomorrow. Here we share some of the leadership lessons we took from the 2014 UK programme: key characteristics of the leaders that spoke, and the tips they shared. For more information on the Marketing Leaders Programme, please visit our website


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5 characteristics of inspiring leaders My observations of the leaders I met


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5 characteristics of inspiring leaders Great leaders have a clear purpose, they are “up to something”, and excite others about that purpose They focus on context not content to choose how they behave They mindfully manage their energies: spiritual, intellectual, emotional and physical They’re obsessed with customers and customer-centred growth Every great leader commits to being at their best: personally and for their teams #TipsFromTheTop


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1. Great leaders have a clear purpose


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2. They focus on context not content to choose how they behave


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3. They mindfully manage their energies 4 Leadership Energies: Spiritual, Emotional, Intellectual & Physical The more senior you get, the bigger is the manifestation and impact of your emotions Leaders need to signal, explain in what mode they are in so people know what to expect You need to contribute and engage in the meetings you are in. If you are not doing that, DON’T GO!


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4. They’re obsessed with customers and customer-centred growth Winning companies translate what customers want into customer value Marketing’s role is to champion this across the company. “If Marketing doesn’t drive the customer agenda. Who else will?” Learn to love customers problems. They can be the source of future growth


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5. Every great leader commits to being at their best Leaders… …are authentic and transparent …have personal humility and professional will …are committed to their team’s success …listen with intent


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Look at things from both ends of the telescope #TipsFromTheTop


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Be at your personal best #TipsFromTheTop


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Any monkey can make rational decisions #TipsFromTheTop


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Listen to your instinct #TipsFromTheTop


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It can’t be that tricky – whatever it is #TipsFromTheTop


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It’s all about trust #TipsFromTheTop


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Networking is not a dirty word #TipsFromTheTop


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Put your consumer at the heart of everything you do #TipsFromTheTop


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Innovate – always have a test and learn programme in place #TipsFromTheTop


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Your consumer only sees your execution not your strategy Always execute brilliantly. #TipsFromTheTop


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Have passion for everything you do and leave your legacy #TipsFromTheTop


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You can do anything but you can’t do everything. Make choices on your business and in your personal life #TipsFromTheTop


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Be obsessed with insight #TipsFromTheTop


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Be willing to take risks but always be in beta mode #TipsFromTheTop


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Deliver Fast! Consumers are always changing and companies need to be able to cut through the excessive layers and be agile #TipsFromTheTop


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Leverage design and creativity as a way to uniquely deliver customer experiences #TipsFromTheTop


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Hire and trust great people #TipsFromTheTop


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Be clear about the “relentless” reality of leadership #TipsFromTheTop


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Obsess about customer satisfaction #TipsFromTheTop


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Be a chef not a waiter; bold ideas #TipsFromTheTop


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Leaders need to always have a succession plan to think about equipping their teams to move up #TipsFromTheTop


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Understand what key stakeholders expect from you #TipsFromTheTop


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Be ambitious for your business. It's infectious #TipsFromTheTop


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Every touch counts #TipsFromTheTop


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You are the company you keep #TipsFromTheTop


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Search for your brand's higher purpose #TipsFromTheTop


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Ensure you’re seen as practical as well as theoretical #TipsFromTheTop


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Driving effective change is vital #TipsFromTheTop


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Better beats different #TipsFromTheTop


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Marketing is as much a philosophy as a management science #TipsFromTheTop


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Generate an inspiring consumer-centred vision for the business #TipsFromTheTop


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Define the role and activities that the Marketing function needs to perform for the business #TipsFromTheTop


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Align with your CEO and cross-functionally to build people’s engagement and commitment #TipsFromTheTop


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Take responsibility for driving sustainable, profitable business growth #TipsFromTheTop


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Develop a capability development strategy that is driven by, and enables you to deliver, your business objectives #TipsFromTheTop


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Thank you for reading some of the Top Tips for future business leaders These tips came from senior marketing leaders speaking at Module 1 of The Marketing Society, Marketing Leaders Programme run in association with Brand Learning, sponsored by Shell To hear about more tips from our capability and leadership programmes please connect with us @brandlearning, on LinkedIn, and subscribe to our blog. #TipsFromTheTop


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