Image courtesy of Pixabay.com
The marketing world we live in today is complex and constantly changing. Technology is continuing to take marketing to new and more complicated levels. So, how does servant leadership, all the rage but perhaps considered an “old” concept, play into this new age of marketing?
Let’s first define the term “servant leadership.” The term was introduced by Robert K. Greenleaf in 1970 in an essay titled “The Servant as Leader.” Greenleaf wrote:
“The servant-leader is servant first… It begins with the natural feeling that one wants to serve, to serve first. Then conscious choice brings one to aspire to lead. That person is sharply different from one who is leader first, perhaps because of the need to assuage an unusual power drive or to acquire material possessions… The leader-first and the servant-first are two extreme types. Between them there are shadings and blends that are part of the infinite variety of human nature.
“The difference manifests itself in the care taken by the servant-first to make sure that other people’s highest priority needs are being served. The best test, and difficult to administer, is: Do those served grow as persons? Do they, while being served, become healthier, wiser, freer, more autonomous, more likely themselves to become servants? And, what is the effect on the least privileged in society? Will they benefit or at least not be further deprived?”
A servant-leader focuses primarily on the growth and well-being of people and the communities to which they belong. While traditional leadership generally involves the accumulation and exercise of power by one at the “top of the pyramid,” servant leadership is different. The servant-leader shares power, puts the needs of others first and helps people develop and perform as highly as possible.
How does this play into marketing, you ask? Let’s first make sure we are employing the basic fundamentals of servant leadership:
- Listen
- Be empathetic
- Commit to growth
- Figure out the needs of those you seek to serve vs. your own needs
Then:
- Focus on the needs of those you seek to serve (not your needs or your organization’s needs)
- Treat others as you want to be treated. Everyone should be treated as a participant (vs. speaking down to them as recipients)
- Be present in the moment, but serve for the long term
There is a learning curve to great servant leadership; but once you start the journey and begin to apply these principles to your overall marketing approach, you will likely reap some truly positive outcomes. You will be serving many (both internally and externally), having fun in the process and differentiating yourself from others in the marketplace. Remember, servant leadership is truly for, and about, others.
There are many creative ways to express the servant leadership philosophy. Enjoy the journey and share your tips and tricks with us.
By Blair Koch
