THE YOUTUBE EIGHT SECOND DILEMMA

Welcome to the CIMMO Young Marketer Perspective where young professionals are providing us their take on important topics in marketing. Our goal is to provide these marketers with a platform to share their learnings and experiences. Here Aaron Moraes provides marketers with tips to keep grab and maintain consumer attention while advertising through YouTube.

 

With the rise in digital advertising, we see YouTube rise as the most popular video-sharing platform in the world. About 75% of Canadian internet users watch YouTube videos several times a day (Think With Google, 2016), and, as such, brands’ have made it their first choice to promote their products and services. These statistics indicate YouTube is a powerful marketing tool in a marketer’s arsenal. However, there is a key issue faced by marketers on YouTube: the adverse affect on attention spans, which makes it difficult to attract—and therefore, retain—the audience’s attention.

Our ability to pay attention to things for a long duration is shrinking. When we watch a YouTube video, we often get annoyed at the instrusive ads; something we cannot skip. Oftentimes, when it is a non-skippable ad, we quickly tend to lose focus, which makes it difficult for an advertiser to effectively get their message across. Is it a wise idea to communicate the benefits of your product or service on your YouTube video? The answer depends on how well you can effectively and creatively condense it into 5-8 seconds. According to a study conducted by Microsoft, the attention span of an adult is only eight seconds compared to the 12 seconds in the year 2000 (Cision, 2018). This means you have maximum eight seconds to get your message across. What’s worse, you have merely 5 seconds to grab the attention of the viewer if it is a skippable ad.

YouTube has various types of ads. Below, I will explain in greater detail, skippable and non-skippable ad formats, and highlight key tactics to make sure they are effective for your brand:

  • Skippable: These ads are between 12 seconds to under three minutes long, and can be skipped by the viewer after five seconds.
  • Non-Skippable: These ads cannot be skipped, and usually are about 15 seconds long.

Selecting one of the two is an important decision as both have different effects on people. The skippable versions are good for ads that can create a compelling story, and convey the important points in a five-second window, and continue to deliver information for its duration. Non-skippable ads are better for ads that need the extra time to deliver what’s necessary. You also need to keep in mind that they must dazzle their viewers for an extra 8-10 seconds.

This is a problem for anyone who wishes to create ads on YouTube. What can one do to combat this issue? Listed below are some of the key points that I think will help drive home the message while keeping viewers’ attention.

Straight-to-the-point: Do not beat around the bush whilst advertising on YouTube. Getting straight to the point will help the customer understand what you are offering instead of having to wait until the end of the video. A big mistake advertisers make is spending most of the 5-second window in setting up the advertisement, or only displaying their logo. It is important to make sure your ad is conveyed in those initial five seconds; you still need to get to the storyline right away, to ensure you effectively capture the viewer’s attention.

Relatable: One of the key methods to deliver an effective ad in a short duration, is to make it relatable to the audiences, as they will be reminded of the ad more often. Try to understand how the brand fits in with the audience’s preferences, its relevance, timing, etc. For example, Bai antioxidant drinks created an ad where they state, “You know what doesn’t make sense? Bai, it’s good for you but still somehow tastes amazing.” In this way, the ad challenges the norm that healthy drinks taste bad (Horn, 2016).

Know when to use a short-form video vs. a long-form: We have established it is harder to get people to invest their time in longer ads, even if they have a strong start. If you can’t keep the ad short and simple, make sure the long-form video is captivating—and relevant—from start to end. It makes sense that you would have shorter video ads to complement longer ones, this way as the ad is viewed, consumers will get both the concise, bite-sized version, and the longer, more detailed version.

Entertaining: Audiences generally tend to pay more attention to comedic videos than ones with a general theme. Physical comedy seems to work well, but never underestimate the power of punchlines. However, we must exercise caution where comedy or light-hearted approaches would not be effective, but rather inappropriate and potentially insulting, such as for medical, social awareness, religion, and culture situations.

A right combination of these points must be employed, after considering your target audience, and the point you are trying to make. Every ad should be tailored to the specific requirements of the audience. YOU HAVE JUST 8 SECONDS TO GET THE JOB DONE. Any more than that and the audience will be disengaged from the ad. It is important to have a vision, select the right length of ad, keep it straight to the point, relatable, and entertaining.

 

ABOUT THE AUTHOR

Aaron Moraes holds a Bachelor’s in Management Studies with a major in Marketing from Mumbai University, a certificate in Global Management from Conestoga College, and is pursuing a Graduate Certificate in Marketing Management from Seneca College. Aaron is a volunteer at a thrift store where he handles the operations and marketing efforts. Aaron is passionate about brand management, strategies, systems thinking—and Harry Potter.

 

REFERENCES

Cision. (2018, 01 22). Are Declining Attention Spans Killing Your Content Marketing Strategy?

Retrieved 07 27, 2020, from Cision: https://www.cision.com/us/2018/01/declining-attention-killing-content-marketing strategy/#:~:text=According%20to%20a%20study%20by,seconds%20in%20the%20year%202000.

Horn, P. (2016, 02 08). Horse Whisperer, Bai 2016 Super Bowl. Retrieved 09 23, 2020, from

YouTube: https://www.youtube.com/watch?v=hFdPlLAXSYY&ab_channel=PabloHorn

Think with Google. (2016, 09). YouTube Pulse: What Canadians Are Watching and How it Can

Impact Your Media Plan. Retrieved 09 23, 2020, from Think with Google: https://www.thinkwithgoogle.com/intl/en-ca/marketing-strategies/video/youtube-pulse-what-canadians-are-watching-and-how-it-can-impact-your-media-plan/

MARKETING LESSONS LEARNED FROM CULTURAL INSENSITIVITY

Welcome to the CIMMO Young Marketer Perspective where young professionals are providing us with their take on important topics in marketing. Our goal is to provide these marketers with a platform to share their learnings and experiences. Here Samrat Kamble provides marketers with tips to avoid cultural insensitivity in marketing.

 

Culture is a set of practices, beliefs, and values that differentiates one group of people from another. As a result of there being many different cultures, there is well-formed diversity throughout the globe. Diversity is a gift bestowed upon us by nature; it is what makes humankind unique and amazing. Small economies, each having some unique characteristics, together form a global economy. These unique characteristics are the differences in cultures. So what role can culture and diversity play in marketing? In this article I am going to outline how when culture is used incorrectly in marketing, it can have longstanding negative effects on a brand. If we aren’t careful, wrong judgment or ignorance of local culture can backfire for advertisers. Not researching local cultures before deploying advertising campaigns, can lead to cultural appropriation. This can result in cultures being mocked, patronized and misrepresented. Further, launching a campaign in a foreign locality without researching the culture, can be offensive to its residents. There are many examples of brands doing this. But one that caught my attention was by Dolce & Gabbana, an Italian luxury fashion brand.

In November 2014, Dolce & Gabbana launched three videos on social media in China to promote their fashion show, Shanghai Runway Extravaganza. The video featured an Asian woman eating Italian food items like cannoli, pizza, and spaghetti with chopsticks (Sunrise Sunset, 2018). The video consisted of intentional mispronunciations of words that mocked the Mandarin language, a patronizing voice asking the model whether the cannoli is too big for her, and a few more acts the locals found to be stereotypical, perhaps even racist. This resulted in a huge outburst of anger amongst the citizens calling the video outright racist, and demanded a boycott of the brand. Later, Dolce & Gabbana issued an apology statement, but it was too late. The show had to be canceled and it also resulted in e-commerce sites like Alibaba and JD.com removing D&G products from their sites. (Xu, 2018). According to a report by a London-based finance consultancy firm, this incident could have hurt 20% of the brand’s value estimated to be around $937 million. Chinese customers spend approximately one-third of the global spending on luxury goods, according to Bain consultancy. (Associated Press, 2018)

The D&G advertising gaff is an example of how certain marketing practices that are used in the western world, like using cultural humour, might be offensive and hurtful in non-western markets. Here are some measures I think could be taken by advertisers to avoid these mistakes:

  • Consult the experts: Conducting a survey or running focus groups among a group of culture experts would help advertisers understand practices and humours that should be avoided.
  • Be aware of social norms: Paying attention to social norms and conforming to them is very important for acceptance. Conduct secondary research in the culture you are planning to advertise. Avoid jokes and phrases that challenge the social norms of the locals that result as unacceptable during your research.
  • Use local advertising agencies: Partnering with a local advertising agency helps to better understand the local culture. They will help develop ads that match the taste of the local consumers. This approach also helps to mitigate the risk of cultural backlashes.

 

REFERENCES

Associated Press. (2018, 11 27). Dolce & Gabbana fiasco shows importance, risks of China market. Retrieved 09 04, 2020, from NBC News: https://www.nbcnews.com/news/asian-america/dolce-gabbana-fiasco-shows-importance-risks-china-market-n940706

Sunrise Sunset. (2018, 11 26). Full Commercial | Dolce and Gabbana China | Full Ads. Retrieved 2020, from YouTube: https://www.youtube.com/watch?v=TBFC5isQuYA

Xu, Y. (2018, 12 01). Dolce & Gabbana Ad (With Chopsticks) Provokes Public Outrage in China. Retrieved 07 11, 2020, from npr: https://www.npr.org/sections/goatsandsoda/2018/12/01/671891818/dolce-gabbana-ad-with-chopsticks-provokes-public-outrage-in-china

 

Individual work, and Individuals Working Together

“If you want to go fast, go alone. If you want to far, go together.”

—African Proverb

 

There are two different approaches that lead to desired outcomes: First, an idea may be created and executed by an individual. Second, a group of individuals who combine their efforts and collaborate in executing the idea—more commonly known as teamwork.

Business is ultimately about the bottom line. An idea needs to be executed and produce desired results in order to be deemed successful, whether it is executed individually or by group of individuals working together.

Realizing an idea and working toward a goal in order to achieve desired results, whether as an individual or as a group of individuals working together, has both pros and cons.

Working individually will allow the person to dig deep and really ignite one’s creativity, which allows the individual to reflect personal interests and ideas on a greater scale. It is independent work that leads to better representation of the individual’s perspective, and provides the opportunity to showcase competency and talent. When working independently, individuals often leverage the ability to expedite decision-making, which, in turn, allows for faster implementation.

However, individual work is not without challenges. Working independently may cause an individual to become more subjective and consequently, less receptive to constructive or corrective feedback. As well, they maybe more unwilling to entertain, accept or be open to other’s ideas and viewpoints. It may also cause the individual to feel overwhelmed, as the pressure is solely on them rather than dividing it among a group of people.

Teamwork is effective when all team members share a common mental model of teamwork, grounded in trust (Kirkman et al. 2019). This is not the case in most teamwork settings today. When working in a team, results are uniform across all members, regardless of an individual member’s input and participation.

Teamwork also comes with the intrinsic challenges of overcoming slow decision- making and reducing an individual’s creativity, as a result of too much control.

As well, within a team, individuals can risk creating a dysfunctional work environment where bullying, lack of individual responsibility, over-dependence on others, and unhealthy competition, create barriers to a successful outcome.

In order to mitigate possible pitfalls of team management, leaders should shift their focus from managing “team” output, to managing “individual” outputs of those within the group.

Successful organizations are the ones who manage their business based on individuals working together; not teamwork. This is because when a group of individuals work together—the result and combining of disparate parts from within; an accumulation from each individual effort—and the final product is the work of the collective group.

Working together can have many benefits ingrained in the nature of successfully bringing together different skills, practices, experiences, opinions, disciplines and approaches, which can lead to immunity toward diversion. Ideally, creative problem-solving occurs, and a diversity of thought is promoted in a safe and trust-based environment, to achieve the end result.

Working with others not only benefits the group, but allows the individual to develop their ability beyond just tolerance and avoiding judgment or stereotyping, to recognize, understand, accept and respect, diversity; and by capitalizing on individual differences and understanding that each individual is unique. An effective group maintains a blend of individual identities, and does not dilute or reduce itself into a single-team identity. They are closely familiar with each other’s competencies, talents and abilities, so they place value on this uniqueness, and capitalize on, and leverage each other, to achieve results.

The more an individual is exposed to various personalities, the more likely they will develop an ability to engage with others in their business and personal interests; build and manage expectations; and manage conflicts and improve their communication skills.

Regardless of whether the idea is being executed by one individual or a group of individuals working together, there are five key factors that contribute to the success of the job. Such factors include:

  1. A Common Goal: is an idea of the future or desired result that a person or group of people envisions, and commits to achieve. Having a common goal reduces conflict and makes it easy to align people.
  2. Intention to do: Every action starts with the intention to do or to achieve. In addition, having a solid understanding of the idea and the end-point, is crucial to developing a plan of action.
  3. The knowledge and skills to execute: The learning ability in people to perform a particular task, and do something well.
  4. Integrity: A set of behaviours that give you the feeling of confidence and the trust that everyone in the group will behave in a way that is acceptable by the others.
  5. Discipline/System/Mechanism to work: Discipline is the recipe for success, whether it is individual work or a group of individuals working together. System, are tools which can organize the relationship between all stakeholders and help define the way each organization wants to work. The mechanism to work is not as crucial for an individual, but essential for a group of individuals working together. Policies and procedures are implemented to outline and specify the mechanisms required for people to manage the relationship, and the expectations while they are working together. Establishing clear processes and frameworks to define the work, will avoid challenges and chaos.

Understand Expectations: Individuals within a group must be well aware of others’ expectations, to be able to deliver on any task or responsibility. Thus, understanding of expectations is a critical component of ensuring individual responsibility and delivery toward better cohesiveness and output of individuals within a group.

Testing your understanding and confirming other individuals’ requirements allow you to deliver successful results and mitigate disappointments and frustrations.

Understand Challenges: In a group setting, individuals will be faced with challenges, issues, and varied problems, that will require the individual to overcome them, with or without the support of others. To do this, each individual should be wary and conscious of others on an individual and personal level to successfully overcome challenges.

In the words of Henry Ford, “Coming together is a beginning, Keeping together is a progress, Working together is success”. This not only exemplifies the steps in forming a cohesive objective, and working toward it, but it also strongly defines the importance of individualistic identity and the relation of which to achieve common objectives.

CIMMO Welcomes Walid Kanafani as Associate Vice President for the Middle East and North Africa (MENA)

TORONTO, ON – The Chartered Institute of Marketing Management of Ontario (CIMMO) President and Vice-Chair, Dr. Youssef Ahmad Youssef, announced this week Mr. Walid Kanafani as CIMMO’s Associate Vice President for the Middle East and North Africa.

Walid is a Chartered Professional Marketer with over 30 years of extensive experience across a spectrum of managerial leadership in Strategic Marketing & Media Planning, Account & Brand Management, Corporate & Integrated Marketing Communications, Product Launches & Activation, Professional Media Buying, Digital & Social Media implementation, Research & Analysis.

Walid’s portfolio of clients includes Global Investment House, Commercial Bank of Kuwait, Land Rover, Jaguar, Landmark Group, Ford, Colgate-Palmolive, Danone, LG, Al Shayaa Group, Toyota, Lexus, Chrysler Group, Boubyan Bank, Kuwait Foundation for the Advancement of Sciences (KFAS), British Airlines, Nestle, Mercedes, The Promenade, Scientific Center, Australian College of Kuwait, KLM, Jashenmal, Peugeot, Samsung, Ahli United Bank, Etisalat, Volvo, Azadea Group, Singapore Airlines, Ericsson, L’OrĂ©al, Audi, Carrefour & Tamdeen Group.

Walid is also an award-winning marketing professional with outstanding records of recognition in the Middle East and aboard. Here is a list of his latest awards:

  • IAA Global Compass Champion Award – June 2020
  • Advertising Creativity Award – December 2018 & 2019
  • Dubai Lynx Silver Award – March 2017 & 2019
  • Cannes Lions Silver Award – June 2017
  • Dubai Lynx Gold Award – Mach 2017

Dr. Youssef announced also that Mr. Walid Kanafani will be leading, CIMMO’s MENA region operations,  from his headquarter in Kuwait City at Salwa, Salem Ghanem Al Harees Street, Block 7, Building 8, Floor 2, P.O.Box 3054, Safat 13031, Kuwait.

We are excited to welcome Walid to the CIMMO family and we are looking forward to working together towards making the World a Better Place through Marketing.

Blockchain Revolution 2020 Virtual Conference

As a community partner, we are happy to inform our membership that The Blockchain Revolution Global conference will be returning this October to offer an innovative and fully-virtual experience.

Co-hosted by the Blockchain Research Institute and MCI Canada, the premier enterprise blockchain conference will feature speakers from across the blockchain ecosystem, including enterprise, thought leaders like Don and Alex Tapscott (Co-founders at the Blockchain Research Institute), Sarah Muttitt (VP and CIO at SickKids), Dale Chrystie (Blockchain Strategist at FedEx), and J. Christopher Giancarlo (Former Chairman of the CFTC). The event will run from October 26th-30th and will include a range of keynotes, panels, and discussions on the most pressing topics relevant to blockchain transformation in business, government, and society.

Don’t miss out on this incredible opportunity to engage with some of the leading voices in the enterprise blockchain revolution! Register for Blockchain Revolution Global 2020 today and use this code 5CBRG to enjoy a 10% discount.

To register, please click here

Humber Online Solutions Webinars

CIMMO is delighted to invite members and stakeholders to join Humber Online Solutions’ webinars series. Registration is free. To register just click on each title.

Wednesday Sept 23, 2020 @ 7:00 to 8:00 PM

The Future of Technology in Retail

Thursday Sept 24, 2020 @ 7:00 to 8:00 PM

Build Your e-Commerce Store with Shopify

Saturday Sept 26, 2020 @ 12:00 to 1:00 PM

Blogging 101: How to Be A Successful Blogger

Thursday Oct 1, 2020 @ 7:00 to 8:00 PM

Digital Analytics; Measuring Social Media ROI

Saturday Oct 3, 2020 @ 10:00 to 11:00 AM

Web Scraping

 

CIMMO Is Collaborating with Humber Online Solutions to help Small Businesses Navigate the Challenges of COVID-19

CIMMO is delighted to announce a new relationship with Humber Online Solutions to assist Ontario’s Business Ecosystem to endure the challenges posed by the COVID-19 crisis. Through this connection, CIMMO members and CIMMO HUB startups will have access to webinars, training and services provided by the Humber Online Solutions platform.

About Humber Online Solutions

Humber Online Solutions team is a program supported by Humber’s Applied Research & Innovation and the Ontario Centres of Excellence (OCE). Since 2015, small and medium-sized businesses have had the opportunity to work with Humber College to develop and integrate technology into their business. The program matches skilled students with local businesses to optimize and build their online presence. Using Humber College’s resources, business partners can build a sustainable platform to further their business goals and overcome challenges.

By partnering with students, businesses will offer unique and vital industry experience that will assist in the development of essential soft skills. This relationship contributes to the training of highly qualified graduates, which promotes exposure for Ontario businesses and a diverse, multi-generational market of business connections. Humber Online Solutions connects talented students from various Humber programs and faculties with small businesses in Ontario looking to improve their online presence.

The services offered by HOS include:

  • Website development
  • Graphic design
  • Brand development
  • Content creation
  • Website photography and videography
  • Social media integration and blogging
  • Skills and training for long-term sustainability and maintenance of the website

According to Hanadi Alnawab, Professor and Program Coordinator of Humber’s Bachelor of Commerce in Digital Business Management and the founder of Humber Online Solutions, this collaboration represents an excellent opportunity to support small businesses during these critical times. At the same time, it provides our students with a valuable experiential learning opportunity, one of the foundational tenets of the Polytechnic Education model.

Dr. Malak Attia, CIMMO’s Chief Learning Officer, states that “this partnership is a step forward in CIMMO’s mission to make the world a better place through marketing by connecting the students and the business community, highlighting that Humber’s Faculty of Business was the first Business School in Ontario to be accredited by CIMMO.”

 

Contact:

Paige Sontag

Chief Content and Communications Officer

Paige.sontag@34.130.12.5

Or

Affaf Zahid

Executive Director

Communications and Operations

Affaf.zahid@34.130.12.5

 

Navigating Covid-19: Support Materials for CIMMO’s Marketing Community

CIMMO is committed to supporting and empowering its members and community as we find our way forward during these uncertain times. We will continue to work diligently to update this list of resources regularly to ensure you have access to the most relevant and reliable information.

Covid-19 updates

Resources for the marketing ecosystem

  • The Canada Business App provides government resources & tools to small and medium-sized businesses.
  • Competition Bureau, in coordination with Health Canada, is taking action against misleading advertising and performance claims related to products and services aimed at preventing, treating or curing COVID-19.
  • You can find information on how to apply for Employment Insurance here.
  • Canadian Legal FAQs (Sherrard Kuzz LLP) to assist employers.
  • Subscribe to the AGL newsletter, published quarterly, and focuses on small businesses, specifically highlighting the micro-business subsector.

Mental Health & Covid-19

Pivoting

Resources for students

  • Keep learning during this critical time– CIMMO is offering non-members free access to CIMMO’s Skills Academy. You can now take advantage of more than 4000 curated courses, webinars, technical Reports, and marketing tools.
  • Numeris provides weekly insights that are invaluable for students to stay up-to-date with audience trends.
  • IAB Canada is offering a free educational webinars 

At CIMMO we have made it our mission to make the world a better place through marketing, and during these trying times, we will continue to do our part in helping you evolve, adapt and, ultimately, thrive in our new reality.

CIMMO Welcomes Shahzad Gidwani as Chief Marketing Officer

TORONTO, ON – The Chartered Institute of Marketing Management of Ontario (CIMMO) President and Vice-Chair, Dr. Youssef Ahmad Youssef, announced this week that Mr. Shahzad Giswani had been named Chief Marketing Officer for CIMMO, effective immediately.
Shahzad is a seasoned marketing professional with a proven track record in marketing management, including brand management, sales management, marketing plan development & implementation, sales staff development, market research, strategic planning & development, and distribution development.
Shahzad is a result-driven, self-starter, and a hands-on professional. In his 20+ of marketing leadership, Shahzad has been delivering sustained sales results while maintaining a high level of customer satisfaction and building long-term strategic relationships with customers and partners. Shahzad has also used his expertise to generate innovative, strategic, and data-driven insights resulting in increased profit and growth.
On behalf of the CIMMO family, Dr. Youssef Youssef welcomes Mr. Gidwani to the executive team.

Are leaders born or made?

Since the early days of human studies, many people have tried to answer the simple yet difficult question: “Are leaders born or made?” There is an abundance of conflicting thought supporting both. It’s a hot topic still asked in every business conversation, particularly when there is a discussion about company culture. In this article, I will dive into the question, “Are leaders born or made?”

To start, we should differentiate between the word “Leader” and the word “Leadership”. “Leader” refers the position of power, where the individual has the authority or the right to give an order or direction in the organization. Organizations cannot have more than one leader from a position-and-authority perspective, and known as leader-by-authority. For example, a country cannot have more than one president at a time. Similarly, when we talk about companies, the highest-titled position in the company – whether it’s the CEO, Executive Director or General Manager – is the leader, whether or not he has the skills to lead and deliver results.

Leadership is the skills and capabilities a person needs to perform these duties. It is reflected in the style, methods and practices used to manage a group of individuals, and the use of these characteristics or attributes that leader should have to deliver results.

The question is this: What leadership skills should a successful leader have? What skills does a leader need to possess in order to be able to react to various situations?

Leader needs to have the skills to create and develop a performance culture that can move the company forward, and who has the credibility to set a clear direction. Leader needs to be able to create a motivating environment, and align employees to willfully follow and execute a plan, while delivering results that pertain to the organization’s goals.

Significant research attempts to define the characteristics and attributes that are needed to help a leader’s performance excel and deliver optimum results, which are known as leadership skills.

If a leader is a position on the ladder, and leadership is a set of skills required to perform optimally, then the question should be: Is the individual born with leadership skills—inherited skills—or can the individual learn or acquire such skills?

Inherited Skills: Every individual is born with specific characteristics and inherited skills. These characteristics influence an individual’s personality, and influence how they perform certain tasks.

Some of these inherited characteristics are leadership characteristics. If an individual is born with some of those characteristics, the individual type will be labeled based on the dominated characteristic and will have an advantage when executing a task involving those particular skills that they have inherited. Examples of inherited skills are strategic, visionary, charismatic, motivator, disrupter, relationship-builder, re-builders, stress threshold, conscientiousness, etc.

As individuals, we should define our inherited skills, and further develop them. At the same time, we should understand the required skills for any job we need to engage in, and develop those required skills, accordingly. Optimally, when we find the alignment between the role and the inherited skills, there is a higher likelihood of delivering better results.

Acquired Skills: Individuals are influenced by a lot of factors throughout their lives that lead to the need to acquire additional skills, or develop existing skills, to stay current, relevant—and marketable. An individual’s leadership style is driven by the result of those acquired skills. Examples of acquired characteristics are if a person demonstrates an autocratic leadership style, which means they retain all power—in their hands. If they demonstrate a democratic leadership style, they welcome and value employees’ input. If they demonstrate a bureaucratic leadership style, such are leaders perform duties under hierarchy of authority and highly regulated environments. Finally, there is the laissez-faire style leader who delegates their responsibility, and allows employees to make decisions.

It might be, at some point, that leaders will need to demonstrate a mix of all of these leadership styles in order to adapt to the needs of different situations and frameworks which is known as situational leadership.

In summary, leading and managing organizations requires a number of leadership skills. Whether the individual is born with one or more leadership characteristics, the individual is still required to develop both the inherited and acquired skills that are needed to be able to further develop both themselves, and the organization’s strategy—and align company employees to execute the plan successfully. The leader’s key objective is to develop the required skills in order to always be a better version of themselves.

This is why A leader is born, and THE leader is made.