We’ve been thinking about leadership companies

For us, leaders and brand-builders are marked out by some key characteristics:-

-           leaders always concentrate on market expansion. Their goal is to grow the market (or a market sector) and then secure a larger place within it, while followers, on the other hand, tend to go for strictly ‘knock-off’ tactics. Leaders think too about how to create new market sectors. (Ezra Pound said at the beginning of the last century that we ‘advance by discrimination, by seeing things which we thought of as separate and distinct as harmoniously linked.’)

-           leaders have confidence. Confidence leads to an approach – visible everywhere – that emphasises quality and core values. Those who are confident are prepared to use humour too, to make their point. They certainly always have a distinctive style

-           their style lasts. They tend not to get bored with an approach which works. Of course, they will amend it over time, but once they have a position which is comfortable, it doesn’t change too often – something which reassures consumers who like to know where they are

-           leaders use intelligent approaches to the market. Leaders respect the people who use their products and don’t talk down to them, while followers are often prepared to state the obvious

-           leaders want quality and consistency in their approach, and are prepared to make sure they get it. They tend to come down heavily on product managers who want to compromise the whole approach for some short-term sales gain, or something that is dangerously off message

We always like working with leaders and brand-builders. If you’re there already or if you’re working to become one, please do get in touch with us at WildWest.