Mindful Leadership

“I believe leaders are most inspiring when their message is deeply personal and yet resonant with the concerns of others.” – Gianpiero Petriglieri, INSEAD

There’s a parallel between what makes a strong leader and what defines a meaningful business.

As my recent interview with

Mindful leaders combine a strong sense of self purpose with a capacity to make that purpose meaningful to others

Professor of Leadership and Organizational Behavior at INSEAD underscores, a key driver of effective 21st Century business leadership will be mindfulness.

Mindful leaders combine a strong sense of self purpose with a capacity to make that purpose meaningful to others

The discipline of emotive branding strives to create mindfulness at an organizational level. It looks deep inside a business for the seeds of meaning. From these, it articulates a strong purpose – one that deliberately goes beyond profit – that serves as the bridge to the concerns of others. It then outlines the steps the business needs to take to change the way it speaks and behaves as it reaches out to the people vital to its success (customers, prospects, employees, recruits, partners, suppliers, investors, and so on). Thus, the brand strategy is built.

As such, the “organization message” we help businesses create is “deeply personal” in nature (authentic, genuine, true to itself). It also is crafted to resonate with the concerns of others through personal relevance (“this makes sense”; “this matters to me”) and emotional connection (“this feels worthwhile”; “I feel gratified”).

Mindful leaders attract great followers.

Meaningful businesses turn that energy into industry leadership

Read  full interview with Gianpiero Petriglieri here.

Emotive Brand is a brand consulting firm.