Leadership Dave Ulrich and Norm Smallwood explain their five-step plan for embedding leadership brand in the midst of change. Inevitably over 70 per cent of hands go up. The causes of transformation also fall into common categories which include globalisation, technological innovation such as e-business, industry convergence and customer demands. As we have been involved with firms experiencing these shifts we have found that leadership plays a key role in making transformation happen. We would suggest that effective leadership comes when a firm builds a leadership brand or when leaders represent to employees what the firm aspires to be known for by critical customers.
Attributes represent the knowledge or skills that reflect in how leaders behave.
Attributes often show up in competence models, 360-degree assessment efforts or descriptors of leader behaviours. Results depict the outcomes leaders must produce given a firm's evolving strategy and market position. When the attributes and results link through 'so that ' leadership brand statements emerge. Leaders are branded because the attributes and results become distinct for any specific firm strategy. In the midst of transformation, leadership brand becomes critical.