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.