Monday launched the new book, The Hidden Leader, by Steve Edinger and Laurie Sain. It definitely hits the nail on the head and should be read by anyone who searches out leaders. Future leaders aren't always the most confident extroverts. They're the ones taking the initiative to get the job done. Today I'm happy to host a blog post by author Steve Edinger. Enjoy.
On July 14th, 2014, I was running with the bulls in Pamplona. The running of the bulls is part of the Festival of San Fermin, which has been held annually since the middle ages, honoring the patron saint of the city. I ran on the last day of the festival with a small group of friends. On the return flight home I couldn’t help but reflect on the experience, and some parallels to my work with clients designing and implementing successful strategies. Here they are.
1. Clearly define your strategy in specific detail. We wanted to complete the run safely by:
Holding off on our start until the bulls ran by. Nobody can keep up with a bull running 22-24 mph and we wanted to run with the bulls (behind them really), not in front of the bulls.
Running as close to the left side of the street as possible. (In our observation of the run on the previous day, and video footage of past races, it seemed that because of the turn before the area of our starting position, they tended to drift to the right side.)
Sticking together in pairs. We used the buddy system to look out for each other.
Finishing the run by breaking left toward the 9 o’clock position of the bullring as soon as we entered.
Defining the outcomes with specificity is much harder than it seems, and good strategies are clarified so that they are easily understood. They are precise and specific as it relates to objectives, and how those objectives are going to be achieved. This is the most difficult part of executive work, as it requires patience, making tough decisions and judgments, as well as a lot of critical thinking. Because of that, leaders are often in a rush to just get this work done. It is much easier to read and respond to emails, attend meetings and focus on the tactical work that doesn’t require as much thought.
2. Be prepared for your strategy not to go according to plan. How many projects or initiatives in your business have turned out exactly as they were planned? My experience has been that it is rare. On the morning of the run there was a light rain, which made the streets a little more slick than usual. Instead of the bulls running together in a pack (which is the best case) they got separated as they came around one of the turns. On this day, they were running closer to the left side of the street. Despite your best efforts and research, you will never be able to rely completely on it, and you will never have all of the facts. For example, we learned only on the morning of the race that the Miura Bulls, renowned as Spain’s largest and fastest bulls, were reserved for the final day. Imagine how that made us feel.
Even if the assumptions we make in formulating strategies are incorrect, it is critically important to go through the progression of doing so. In the process you become keenly aware of different alternatives, capabilities, and scenarios, and if necessary can adapt quickly and make adjustments in real time. As Dwight D. Eisenhower famously said, “plans are nothing; planning is everything.”
3. Getting everyone in your company to understand and behave consistently with your culture is the most important thing you can do to get your strategy implemented. Most of the runners in Pamplona shared the same goal—to finish without being punctured, pierced, or steamrolled. While there are always a few with different goals (some want to touch or run in between them), the vast majority shared that objective. But as soon as the rocket to start the race went off, things got pretty chaotic with runners of different speeds getting in each other’s way, and often hindering one another in their own rational self-interest.
Even when people in an organization have the same overall goals for the company to succeed, individual approaches can vary greatly. This tends to reduce quality of work and productivity, as well as create conflict. To prevent this, people must understand what is expected of them in your culture, and how they fulfill your strategy. Further, they need to have exemplars to look to as role models, and appropriate rewards and consequences.
4. Take time to evaluate your performance. For the entire day following the run as we traveled from Pamplona to Madrid before heading home, we relived every moment. The emotions leading up to the run, what happened during the run, what others saw from their vantage point and so forth. We only ran once, and in your organization the run is continuous.
My most successful clients are unquestionably those who review their strategy at regular intervals, make adjustments, and keep it dynamic. It doesn’t sit on a shelf in a binder. They work hard to integrate strategic perspective into all of the work they do and for any projects or initiatives. They ask the question “how will this help us to achieve our strategy?”
The running of the bulls is an extraordinary and unique experience. While I’ll never do it again, I found valuable insights from the run that illustrated what is critical when creating and executing a strategy. Done well, you can still succeed even when everything doesn’t go as you expected. All 8 of us completed the running of the bulls, unscathed.
Scott Edinger is co-author of the new book The Hidden Leader. As founder of Edinger Consulting Group, Scott has worked with leaders in nearly every industry sector, helping them formulate and implement growth strategies, increase revenue and profit, develop leadership capacity, drive employee engagement, and attract and retain talent.
