According to The CEO’s New Clothes, a kinder, gentler leadership style gets results:
Fortunately, it turns out that such soft skills can lead to hard numbers. Raj Sisodia, professor of marketing at Bentley College, Jag Sheth, of Emory University, and writer David Wolfe recently completed a study of companies they call ‘Firms of Endearment’ (which will also be the title of their upcoming book). Unlike most students of corporate exceptionalism, Sisodia, Sheth, and Wolfe began their research by winnowing down a list of several hundred top firms based on a human-performance screen. How did they treat suppliers, environmentalists, and their communities? How good were their CEOs at inspiring employees? After doing detailed case studies on 60 of these firms, they came up with a list of 35 that had the best records.When the authors turned to financial performance, they found that the public companies in their sample returned 758% over 10 years, versus 128% for the S&P 500. Over the past five years — a particularly tough period during which the S&P lost 13% — these firms returned 205%.
In each case, these organizations are led by CEOs who inspire respect, loyalty, and even affection, rather than fear. They are, if you will, ‘Aquarian CEOs’ — farsighted, tolerant, humane, and practical. And they have the courage of their idealistic convictions, even when it means staring down myopic criticism from Wall Street. The businesses they run, it turns out, are the kind we like to cover. Among them: Costco, Whole Foods, Best Buy, Toyota, and JetBlue.
I’m not sure how scientific that study sounds, but being farsighted, tolerant, humane, and practical might be worth giving a try.