Building a Leadership Brand

You want your leaders to be the kind of people who embody the promises your company makes to its customers. To build this capability, follow these five principles

Quick: what do the following firms have in common?

General Electric, whose motto is “Imagination at Work,” is a diversified company with $163 billion in annual revenue. It is famous for developing leaders who are dedicated to turning imaginative ideas into leading products and services. A GE manager can be trusted to be a strong conceptualist as well as a decisive thinker; an inclusive, competent team leader; and a confident expert in his or her field. 

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Norm Smallwood

Written By

Norm Smallwood is a partner and co-founder of the RBL Group, a leadership development and human resource education consultancy. He is a co-author of numerous renowned leadership books including Results Based Leadership and Why the Bottom Line Isn’t and The Leadership Code.

Written By

Dr. David (Dave) O. Ulrich, PhD, is Rensis Likert Collegiate Professor of Business Administration and Director, Human Resource Executive Program, University of Michigan. He is also a Partner, the RBL Group.

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