Chasing the Customer … Culture … Example

I have included two links at the end that I sincerely ask you to click on. They are both outstanding examples of the meaning and power of organizational culture. Whether at the beginning, middle or end of your career – employee, manager or leader, you will find value in these words.

Perhaps no organization defines “Culture”  or organizational culture better than the Leo Burnett Ad Agency.

I had the privilege of working there for a few years. One of the few that was ever brought in from the outside. On day one, I was shown Leo’s farewell speech. I was also given a book of Leo’s quotations. Still have it today. The important lesson was that I was able to understand the present and future based on the foundational values of the past.

There are numerous anecdotes that define the style and standards that Leo Burnett infused within all those who worked at the agency and for its clients. Culture, organizational cutlure or core value probably doesn’t sound to important until you understand how culture and core value brought to life such legendary campaigns like, “Maytag: The Dependability People, ” United’s “Fly the Friendly Skies, ” Allstate’s “Good Hands,”  the Marlboro man, the Jolly Green Giant, the Keebler elves, the Pillsbury doughboy, Tony the Tiger and Snap Crackle and Pop, the great Hallmark spots as a well as a host of others.

Organizational cultural values are almost always central to the long-term success of a business. Those values underscore a successful business strategy. Those values are the basis for a customer facing brand vision that differentiates and delivers credibility.  Culture and core values create the internal brand that inspires, motivates and clarifies. There are always a few signature values buttressed by substance and re-told in stories that are central to the culture and the continuation of the business. When they fade, the operating reality may no longer reflect the brand.  And unless replaced with something new and equally compelling to the employees, managers and leadership – the brand or the organization begins to wither and fail.

Please click on the below

The first link is Leo’s famous farewell speech, “When to take my name off the door”

The second link is a recent speech by Rishad Tobaccowala. Rishad, in my mind represents the best attributes of Leo’s values and through his leadership is not only continuing the traditions of the past, but also defining  and shaping the culture of the future. His speech is a testament of how a organizational cultural legacy … adapts and continues to live.

2 Responses to “Chasing the Customer … Culture … Example”
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