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Herb Kelleher also exemplifies another attribute of our best leaders: they tend to live the business and come to personify it. In the heyday of Chase Manhattan Bank, its chairman, David Rockefeller, created news just by visiting foreign heads of state. In effect, he was a head of state. In his prime, Lee Iacocca personified Chrysler. Bill Gates still personifies Microsoft. He looks like a computer nerd. He sounds like a computer nerd. He lives in a computer nerd s house. While everyone knows Bill Gates, very few people know Dino Cortopassi. He is the king of real Italian tomato sauce, which he supplies to the 60,000 or so
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real Italian pizzerias and restaurants in America the red sauce places. Dino has come to personify real Italian, which is his differentiating idea. He lives in an Italian villa. He makes sausage. He has vineyards. He has his own bocce court. Every year he goes to Italy to visit his relatives. He sends his important customers the family s olive oil. Just as Gates dominates the software world, Dino dominates the market for fresh-packed tomatoes and sauce. A visible leader is a very powerful weapon with customers and prospects. This kind of leader offers unique credentials for a company. (The Germans had a deep respect for George Patton so much so that the Allies used him as a decoy.) Also, the troops are proud to follow this kind of leader into battle. They trust him instinctively. Without trust, there won t be any followers. And without followers, you won t have much of a charge. Finally, if you re acting like a general, it s important that you adopt the qualities of a good general. You must be flexible. You must be flexible to adjust the strategy to the situation, not vice versa. A good general has built-in biases, but he will seriously consider all alternatives and points of view before making a decision.
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REPOSITIONING IS NOT FOR THE MEEK
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You must have mental courage. At some point in time, your open mind has to close and a decision must be made. A good general reaches deep inside to find the strength of will and mental courage to prevail. You must be bold. When the time is right, you must strike quickly and decisively. Boldness is an especially valuable trait when the tide is running with you. That s when to pour it on. Beware of those who exhibit too much courage when the deck is stacked against them. Unfortunately, boldness becomes rarer, the higher the rank. You must know the facts. A good general builds strategy from the ground up, starting with the details. When the strategy is developed, it will be simple but powerful. You need to be lucky. Luck can play a large part in any success, provided you can exploit it. And when your luck runs out, you ought to be prepared to cut your losses quickly. Capitulation is not a disgrace, said Clausewitz. A general can no more entertain the idea of fighting to the last man than a good chess player would play an obviously lost game.
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Some years ago, a presentation on a repositioning strategy was given to John Schnatter of Papa John s fame. In the room were John s marketing people and senior executives. I finished the presentation, and John looked around the room and asked for opinions. As often happens in meetings like this, a lot of people started to pick the strategy apart. After 15 minutes of this, John said, All right, I ve listened to you all, and I have a question. Does anyone here have a better idea As you can guess, there was nothing but silence. John, not being meek about anything, said to his staff, All right, Better ingredients. Better pizza. it is. Off we go. His people knew where he was going, and they ve been following that strategy for years with great success.
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