Leaders strive to create benchmarks

Either an informal group selects their leader, or the consolidated group is structured around a leader

LEADERS are born in families but are consolidated in institutions and society. Leading is a scientific and artistic process. Leadership is an artistic expression and scientific reaction.

There is a positive correlation between art and science among leaders. Leadership is a specific position within a certain consideration set.

Either an informal group selects their leader, or the consolidated group is structured around a leader.

In Zimbabwe, people associate their tribes as belonging to specific motor vehicle makes, such as the established Mercedes Benz or preferred Toyota.

The “mine-ours” paradigm is used to compare brands with similar attributes. Objectivity in conducting market research, applies a fair-trade practice that the same factors are used to rank and grade drivers in a category based on the assumption that they drive a certain luxury, executive or sports car.

Dr Martin Luther King Jr said: "I have a dream, not to be judged by the colour of my skin but by the contents of my character".

Brands are compared and differentiated by their characteristics and attributes, as a more reliable and accurate measurement for consistent results.

Consumer behaviour is influenced by multiple factors. Social, cultural, and economic factors are important to consider in allocating a marketing budget.

The cultural pillar contains foundational structures, which are important to preserve, such as community relations. Key account management or relationship management is a foundational core of culture that must be maintained.

The social pillar is much flexible when the nature of interactions incorporates strong connections and a wider network. Benchmarking from an economic point of view, means the value that is given to the population is equivalent to the value of the currency.

The more the economic players are valued in their diversity, positively correlates with the economy. Individual value increases by collectivism and collective value increases by individualism, as a school of thought.

Leadership talent is polished in tender ages and leadership qualities are manifested with time.

Leaders are identified by their professional code of conduct.

Since time immemorial leadership has been instrumental in the Zimbabwean culture.

The chiefs and their kinsman have led tribes.

The corporate world is governed by executives that are leading a tribe of employees and customers. Totems have been modernised into brands.

The concept of strategic planning has roots in poetry eulogised by the founding fathers. Early civilisation knew the poetry by heart, which influenced their actions and behaviour. It is a best practice for stakeholders to commit to memory the strategic plan. Policy frameworks, vision and mission statements must guide the thought process.

As a leader your followers do not expect you to be opening a textbook as reference during the time you are supposed to be leading.

A Leader leads.

Understanding your strategic plan, elevates you into a thought leader. Leaders have an onerous task to manage people, finances, resources, and information. Leadership roles and responsibilities are people management, financial management, entrepreneurship, and corporate governance among other facets.

Leading requires and facilitates brand recall. A leader in any category comes on top of the mind, that is, a leading position. In simple terms, leadership is memorable.

Memories solidify leaders. Events highlight the craftsmanship of leaders. Trends are set by leaders making fashion statements. Leadership is uniform and organised.

Wearing the national colours and fabric is important for the locals and diaspora community to reinforce the national image.

Most importantly leadership is united. Benchmarking tribes is the renaissance art and science of tribal leadership. Leading requires recall of the policy and strategic plan. Recall enhances responsiveness in making strategic decisions and acting.

  • Chikwenhere is the author of Affirmative 21 Laws: How to confess. He is a brand manager and writes on behalf of Zimbabwe Brand Association.


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