Headlines about misbehavior and scandal are nothing new. They range from Bernie Madoff to Goldman Sachs; from Enron to BP to Penn State. And when companies or individuals step way over the line – breaking the law, violating human rights – their reputation and their brand equity suffers.
But what about the other end of the spectrum? Can a highly ethical, values-based organization effectively compete in this day and age? Can values-based leaders use those attributes to be more effective and generate superior results? What, after all, do values have to do with marketing?
The answer is easy: everything. Put simply, people prefer to buy from companies they trust. People prefer to work for leaders that they admire.
Harry Kraemer explains the importance of values-based leadership
In his new book, From Values to Action: The Four Principals of Values-Based Leadership, Harry Kraemer makes a compelling case for doing the right thing and delivering lasting results. And he should know. Harry is the former CEO and Chairman of Baxter International and he used these very principals to lead the $12 billion company during a period of significant growth.
I spoke with Harry recently and asked him to talk a bit about how a values-based organization gains a competitive advantage.
Craig Gagnon and Harry Kraemer discuss values-based leadership
Today’s parting thought:
“Management is doing things right; leadership is doing the right things.” – Peter Drucker
