In both leadership and marketing, how you make people feel is what makes the difference between people feeling connected or indifferent.

Through leadership and marketing, in business, bringing in the human aspect is what drives growth in today.

If you remove people from business, there is no business. Going back into history to the times when barter trade was practiced. Business was still between people. Each offering something of perceived value to the other. It’s no different today. Business is all about people. It’s still about the same perceived value. It’s for people, done by people.

Over time we’ve given people labels. Employees, customers, vendors, partners.

Step back and look at the ‘why’ of the business. The classic purpose. Look at it now from the leadership aspect of being human. The starting point would be self. Self-leadership. Reflect on how I am leading myself. In this there is no right or wrong. The decisions we take through our lives, at a moment in time, is right for that time. The analytical part of our brain feeds us a choice based on the data of our life experiences. Coupled with that our instinct also kicks in to provide another choice. This is the point where we end up choosing between listening to our instinct, soul, intuition or swayed by the data-based choice. The latter occurs as that’s how we are conditioned.

As a leader it’s important to recognise the humanness in you. Simultaneously recognise that the other person too, has the same thing. As two humans you are coming from two different perspectives, with two different experiential bases, your viewpoints are going to be different. Being open minded to accept that both perspectives are right and then evaluating as to which one is more effective reflects out in behaviour.

It’s this behaviour which then has an impact on all that you, as a leader, meet. It touches all and ripples out. It’s this bit that becomes the key communication. Behaviour is from habit. Habit is nothing but a pattern from one’s beliefs. So being human helps you lead yourself better which results in your behaviour impacting and influencing what you want the others to do.

It’s the human side that connects.

The issue on this is the word selling. There’s a conditioning that has happened to that word. Through our formative years we’ve had a lot of stuff inputted which our brain arranges without us realising. When we do become aware of this what we are doing is creating a cycling lane next to a highway, as an analogy. It’s how we observe our thoughts.

In marketing there is a discipline quite extensively used nowadays called social selling. In that it’s all about what the audience is feeling. It comes down to having insight into what the audience is feeling at the time when the brand communication is going out to them. In doing this it’s all about understanding what the audience is seeking and serving that in that moment in time. It’s usually a theme that can be related or connected back to the product of service. What that does is it helps to catch the attention and interest of the audience whose mindset is automatically seeking more information. When a brand continuously does this, it starts attracting this audience regularly and that’s the start of a relationship.

All of this is what comes through in the TripleM framework of Humanizing Business. Creating three key pillars of stories, data and content. The outcome of using the framework, for a brand, is that its marketing and communication gets a real human persona that makes the audience say, ‘you understand me’. It creates reciprocity.

Reciprocity is where leadership connects. Understanding people, having empathy and understanding the diverse perspectives. 

All of this is summarised as experience. More specifically it’s brand experience under which one has employee & customer experience, partner relationships, client account management and more. As an individual interacting with the brand you don’t approach it in a silo. You feel the entire experience of interacting and using the brand. 

This experience is impacted and affected by leadership. Irrespective of the type of organization and its hierarchy the leadership shown creates the culture. Which impacts the experience that all stakeholders of a brand feel. 

All of this comes back squarely on the lap of leadership Making it critical for organizations to have the right leaders. Right here is a big word. It’s defined as senior people who are constantly evolving and open to learning tend to lead very well. They can influence through the experience their behaviour creates.

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About the author, Ross

Behavioural leadership coach committed to bringing more soul into business and reducing a leader's stress in managing their people

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