Why did I choose this book?

I needed to know more how the brand works, how to start building a successful organization/environment where people are empowered and enthusiastic. In our project we spent a lot of time creating leading thoughts. I was sometimes frustrated, I needed a source that can help me answer some of my questions which I had in my head. I also did not know how to help the team in dialogue and support our Leading Thoughts which we do not have yet (which annoys me much more after reading this book). The book is also a follow-up to my Learning Contract because I want to improve my English.

Why people need Leading Thoughts?

The biggest reason is Maslow’s hierarchy of needs. It demonstrates that that individuals do not only hunt the basic needs in life but also have what the author called - higher, spiritual needs. Maslow recognized that, although people have basic needs they also have social needs and needs for esteem and self-actualization. Maslow believes that each person’s task is to be the best person he can. I agree. Not every Teampreneur in Team Academy can run the most successful business in the world but every Teampreneur can make the most from his individual potential.

Why organizations need Leading Thoughts?

The book clearly states and explains that employees want to engage with a clearly articulated and motivating sense of purpose. I can see that a lot companies have defined Leading Thoughts but unfortunately for many of them there is little meaning in the ideas.

Powerful Leading Thoughts must have a clear meaning to all of us in our team not only for the management or few Teampreneurs.

When to use Leading Thoughts?

We should use Leading Thoughts in everyday life in our organization. For example when hiring new employees for our project, it is better to use values than some manuals or guides that were written by somebody else outside from our organization. Are we developing new product or service? Or are we looking for a new supplier for our team or for our project? Again we should turn to Leading Thoughts.

I believe that these words from Warren Bennis are greatly supporting my thinking in this essay:

What effective leaders are going to have to do is create not just Leading Thoughts, but a Leading Thoughts with meaning… The Leading Thoughts has to be shared. And only way that it can be shared is for it to have meaning for the people who are involved in it.

What should we think about when creating Leading Thoughts for Team Academy or our projects?

Memorable: The main problem is mostly that brand definitions are too complex and difficult to remember. Make it simple!

True: We should focus on what is true for us.

All – encompassing: The definition should work for all parts of the organization and all levels of the hierarchy.

Reinforcing: Most organizations have things that are elemental for their success. The organization should make those success factors explicit.

Aspirational: There should be a component of aspiration. The brand idea should move the organization forwards to meet its goals.

Differentiating: This should happen naturally if we use the principles above. We should remember that Leading Thoughts are for internal usage. They are not advertising slogans.

How should the brand champion behave?

The brand champion should communicate Leading Thought to other Teampreneurs, he should encourage commitment in Team Academy, make recommendations to the centre on brand issues and he should share best practices as well.

What do I appreciate most about the book?

I would recommend everyone to read this book. The book relies heavily on examples of well-known brands such as Patagonia, H&M or Greenpeace. It's great to learn from the world's most famous brands and peek inside their daily lives.

Kniha: Living the Brand, Autor: Nicholas Ind