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Leader, a human brand bridge bookmark

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Leadership Brand Dave Ulrich and Norm Smallwood
Leadership Brand Dave Ulrich and Norm Smallwood

Effective leadership is not just about what leaders know, do, and deliver, but about how that knowledge creates value to customers and investors outside the organisation, say Dave Ulrich and Norm Smallwood in ‘Leadership Brand’ ( www.tatamcgrawhill.com).

“If you think of what happens inside a firm as one island and what happens outside with customers and investors as another, then the function of the leadership brand is to form the bridge between the two,” the authors explain.

Leadership brands also help with building the next generation of leaders, they add. “Those who invest in brands are less focussed on a single product than on the reputation of the firm as a whole.”

Power-packed insights.

(This article was published in the Business Line print edition dated January 10, 2008)
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