Open Leadership: Must-Read For Ethical Marketers
By DJ Francis, Author, OnlineMarketerBlog.com
Charlene Li, formerly of Forrester Research and co-author of Groundswell, does with Open Leadership: How Social Technology Can Transform How You Lead what so few authors would find possible: making a convincing argument regarding a real and very powerful movement in the zeitgeist, despite it being inherently fuzzy to understand and difficult to prove.
But just because it is difficult to determine ROI, does not mean the elements of open leadership are not effective. From Li:
“In actuality, the activities taking place on [social sites] are inherently highly measurable, but we have not yet established a body of accepted knowledge and experience about the value of these activities versus the costs and risks of achieving those benefits.” (page 77)
The Value of Ethics
And not only is this leadership style actionable and (somewhat) measurable, but it also serves as a venue for your personal values. My favorite aspect of this book is the relation of an open leadership style to the leader’s own ethics.
Li writes in great detail about trust building, personal values and humility. Social technologies and open leadership simply allows broader activation of the leader’s (your) personal values.
When she speaks of humility, Li notes that open leaders accept “that their views…may need to shift because of what their curious explorations expose.” (page 169) She quotes Ron Ricci, Cisco’s VP of corporate positioning, as saying “Shared goals require trust. Trust requires behavior. And guess what technology does? It exposes behavior.” (page 198)
You begin to understand that Li isn’t railing against command-and-control operations nor does she dive off into kumbaya territory. But she does convince the reader that a world of ubiquitous social technologies, business transparency, and digital communication will require a different kind of leadership.
Open Leadership Isn’t Trying To Be The New Groundswell
As a huge fan of Li’s previous book, Groundswell, I couldn’t wait for Open Leadership. But they really are two different animals.
I found myself wishing there was more about the inevitability of openness. That – along with KPIs and a few other fundamentals – are given short shrift. Maybe there’s not a lot to say. Maybe not many studies have been done.
But unlike Groundswell, which was data-driven and highly intuitive, Open Leadership doesn’t provide enough ammo for younger leaders to march these ideas into the C-suite.
In order for these ideas to be enacted, one likely must already be in some position of leadership. While Groundswell provided the facts and figures for anyone to persuade doubters, Open Leadership does not. It’s an idea book, not a textbook. That’s OK – just something to know before you begin reading.
Buy The Book
Overall, I wholeheartedly recommend Open Leadership. It’s innovative, smart, and unlike any book you’ve read before. All that and it’s highly convincing as well. Do yourself (and your employees) a favor and read this book.
[I received a free advance reading copy of this book from Jossey-Bass publishers, but that did not influence my review of the book. I profoundly apologize to Ms. Li for a stunningly late review of the book she kindly sent me. Better late than never, I hope.]
This article was originally published at OnlineMarketerBlog.com, and has been reprinted with Mr. Francis’ permission.
DJ Francis writes OnlineMarketerBlog, a business blog about content strategy, online marketing, and social media. He also serves as a Senior Content Strategist at Critical Mass, Chicago.