A company’s staff members do not automatically buy into what their leaders propose. No matter how horizontal or hierarchical the organization, people need to be persuaded that what they are being asked to do really is what is best for them and for the organization.
No executive would try to build a business without a well-thought-through business plan. And yet, many attempt to lead their people without laying out a clear, strategically-driven plan to "market" their vision, mission, and initiatives to their people, let alone to external constituencies.
Based on his work as Leadership Project Director at the Berkeley Center for Executive Development, Lynn Upshaw has developed a Personal Leadership Marketing program that helps executives at all levels to apply the same rigorous, strategic discipline to their leadership efforts that they do to their business as a whole.