Unsolicited Marketing Advice

Author and pastor Bill Hybels (bio & books) spoke about decision making during his keynote address to the Willow Creek Leadership Summit on August 7.

Good decision making is critical to being a leader because so much of leadership is about making decisions. In addition, many decisions we make as leaders have "high stakes," affecting the lives of those who work for us, as well as hundreds or perhaps thousands whom our work efforts touch, according to Hybels.

It is important to have a process to arrive at good, God-honoring decisions. Likewise, it is important to learn how to improve our decision making over time. Hybels recommended Judgment: How Winning Leaders Make Great Calls by Noel Tichy and Warren Bennis as the best book he's read on the topic. He then outlined a traditional, four-point approach to Christian decision making:

1. Does the Bible say anything about this?

So many decisions aren't that hard, Hybels said, because the Bible gives clear direction. For example, leaders should admit when they are wrong. They should set an example. They should treat all with respect. He recommended leaders read the Bible regularly and see what effect it has on their decision making.

2. What would smart advisors tell me to do?

All leaders should establish a formal or informal network of advisors, Hybels said, since in the abundance of counselors there is safety as Proverbs 11:14 suggests. However, the leader must also apply their own discernment to the advice they receive, as in the case of Absalom, the son of Solomon, who made the poor choice of following the advice of his peers instead of his elders, which resulted in a civil war instead of consolidating his hold on the kingdom after his father's death.

3. What have I learned from past pains, gains and experience?

Reviewing the scars from past experiences helps give perspective to subsequent decisions. Likewise, gains from past bold decisions can help influence the current decision. Put together he abbreviates this step as P,G & E – pains, gains and experience. Hybels said journaling can be a valuable way to add to your wisdom if you include information about decisions and their results.

4. Is the spirit prompting me?

When facing a decision, Hybels attempts to listen for an inaudible whisper that is God's voice. Sometimes when he feels God is warning him against a course of action it is like God is saying, "Let me save you from yourself." Relying on the spirit's promptings leads to life and peace according to Romans 8:6, he said. Another method he uses to make decisions is a "test decision." He will make a decision in his mind, and then carry that around for a few days to see if it feels right as he goes through his day.

Decision Making Axioms

As leaders lead over time they often begin to subconsciously compress these decision making steps into principles or proverbs for themselves. As they use these and find them helpful, they may become part of the organizational culture. Such "business proverbs" are the topic of Hybel's most recent book, Axiom: Powerful Leadership Proverbs.

Abraham Lincoln's response to people who wanted revenge on the South after the Civil War was phrased as such a proverb, "The best way to destroy your enemy is to make him your friend." Likewise, Bob Galvin, retired CEO of Motorola, is known for "create motion for motion's sake," meaning that taking an organizational action is generally better than complacency and forces individuals to make changes that have potential for improving operations.

Colin Powell, a former Leadership Summit speaker, has about a dozen such proverbs according to Hybels. They include "check your ego at the door," "promote a clash of ideas" (don't seek consensus, but ask "And who has a contrary point of view?) and "reward your performers; get rid of your non-performers" (don't waste time on non-performers).

After interviewing Powell last year, Hybel's staff pointed out that "you have sayings too." He began to write them down over the course of the year and came up with a total of 76, which became the basis of Axiom. These include:

Vision leaks – Even after a leader sets a vision, people forget. They need the vision and goals restated for them from time-to-time. My wife noted that a better analogy might be that "vision evaporates" since it's not necessarily the fault of the recipient that the vision gets dull over time.

Get the right people around the table and it will be fine – Meaning that a challenge is best addressed by a team of the right people, not necessarily preconceived solutions.

Facts are your friends – I've found myself saying something very similar in my career. Hard data helps make decisions, and make them easier.

When something gets funky, engage – In other words, when a situation is awry, don't think it will go away or heal itself. Actively intervene instead.

Leaders call fouls – when someone or something crosses the line, the leader should say so publicly. Sometimes a leader has to call a foul on himself and admit when his behavior was out of line.

Take a flyer – Take a bold risk to launch a new initiative. Every once in a while you will have to create an action plan that takes your breath away, Hybels said. This should be differentiated, however, from moves that "bet the farm" by risking everything.

Of course, axioms that you create and coin yourself as a leader will always be more powerful than those you adopt from other leaders, Hybels said.

Leaders cannot be decision-adverse, Hybels said. Leaders need to make decisions. It's what leaders do. If the decision turns out well, your response should be to thank everyone you can think of. If it turns out to be a poor decision, don't blame others. Don't whimper or whine. Rather, take the responsibility for the poor decision and use the lesson to improve your decision making in the future.

Having a framework for decision making, a network of advisors, and an awareness of principles that have worked for us in making decisions in the past are all excellent recommendations applicable to marketing and public relations professionals.

Additional Resources

• "Next Steps" Resources for Hybel's presentation at the Leadership Summit
  
• Digging Deeper links and references from Hybel's presentation
  
• Dave Ferguson of the Velocity blog reviews Hybel's talk on decision making

Labels: Leadership