Conscious leadership. . . .and what makes a great client
Insight180 has been in business for almost 15 years, and during that time we’ve worked with so many different kinds of clients. From startups, restaurants, brewers, retailers and solopreneurs to large membership organizations, public-private partnerships, Fortune 500 companies and international nonprofits, we have been very fortunate to work with some truly great ones. Lately we’ve been focusing on advisory firms in the business-to-business arena, or those who sell the “invisible” — a complex service, consulting, program or idea.
I’ve been reflecting a bit on what makes a great client. In the early days, we especially welcomed the clients with healthy budgets and prior experience in working with agencies. Those that already understood their roles in the branding and communication process most often made work a joy. It’s not that we minded working with and educating clients with less experience, but client education takes a lot of time and attention, and honestly, wasn’t always appreciated by some of the smaller clients with an “urgent” need who just wanted to get it done (and not really learn about the importance of positioning or branding or good design).
My how things have changed. Today, for me at least, a great client is one that is clear about their vision and is focused on how they are serving or solving a problem for their audience. They are strongly differentiated or at least open to learning about how to best position themselves in a crowded marketing world. I’m drawn to those who are passionate about what they do, and who have a story around why they do what they do. There is an authenticity about why they started their business or joined a particular purpose-driven organization that is compelling and goes way beyond just making a profit. There is a greater purpose to their business or work, and I find that kind of irresistible. Always have.
I am most impressed by the larger clients who, from the interns, assistants and field workers to the strategic department heads and key decision makers, are able to articulate their vision, purpose and goals with such clarity and authenticity that it’s palpable. And yes, they do exist. We are working with some of those kinds of clients now, and for me it is a true pleasure.
So imagine my delight when I was invited to a meeting called the Conscious Leadership Connection. This is an organization of business owners, organization execs and entrepreneurs that promote meaning in business. There is an active membership on the West Coast founded by leadership consultant Mark Lefko and supported by an advisory board made up of CEOs from Whole Foods, Patagonia, Aspire and other great companies who are interested in the Triple Bottom Line: people, planet and profits. The Conscious Leadership Connection states that “Conscious Leadership is focused on the personal success of the individuals in an organization, the benefit to the community, country and planet on which the organization exists and equally, on the organization itself. It is leadership in which authority is derived from example and inspiration rather than from the power of a title.“
There is a chapter starting in the Baltimore-Washington area, and I was fortunate enough to attend the first meeting in May. There are some intriguing leaders of some great companies who are doing good things in the world and finding more meaning and fulfillment in business and in life. These are folks who believe in healthy competition, but also aren’t afraid to share ideas, strategies and information. And the way many are giving back to the community is inspiring.
For anyone who may be interested, the group will meet again on Wednesday Morning, June 5, 2013 from 8-10 a.m., at Linden Hall, 4765 Dorsey Hall Drive (village of Dorsey Search), Ellicott City, MD. 21042
Come network, enjoy breakfast, and engage in stimulating conversation with other senior executives discussing the “Achieving the Practical by Embracing the Profound.” The conversation will take place in an open space format encouraging robust, deep dialogue from start to finish. The group will be exploring questions like:
- What are the benefits of Conscious Leadership to our businesses?
- What are practical applications of Conscious Leadership day to day?
- What are the biggest challenges an executive faces as they transition to a consciously led company?
For registration information, visit Conscious Leadership Connection Events; advance registration is $35 and slightly more at the door.
— Wendy Baird, Principal and President
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