The article discusses the importance of leadership and capturing people's hearts to inspire them. It emphasizes aiming for people's hearts by understanding their dreams and helping them achieve their dreams through the leader's vision. The leader must sell their vision continuously to reinforce it for the team. Stories and leading by example are effective ways to communicate the vision and values to build a strong team where the whole is greater than the sum of its parts.

1. MISSION: CRITICAL
A PRECISION-GUIDED MISSION STATEMENT IS A MUST!
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Visionary leadership is the key to success. If you possess it ... winning is
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2. contents
Nightingale-Conant's
AdvantEdge Vol. 2, No. 5, September/October 2005
Features
38 Unlock the Leadership Code 48
In his last speech before he died, Vince Lombardi shared
the key to success. He said, “The secret, in a word is ...,
‘heartpower..’ Capture the heart and you’ve captured
the person ... Get people to fall in love with your company.”
Tom Mathews exemplifies this belief and has lived it to
great success. Embrace these powerful lessons of lead-
ership from the heart and learn the secrets to great
success that is only possible through a great team.
By Tom Mathews
48 Never Settle
Mirror Me esteem-wear™ founder Jennifer Petsu is
creating more than another clothing company; she is
taking on the oppressive media standards that women
struggle with every day. Her unique blend of visionary
entrepreneur and vigilant crusader has proven a
recipe for success as women, from movie stars to house-
54
wives, are empowering themselves to feel success from
within and reminding themselves to … “Never Settle.”
By Anne-Henley Beck
54 8 Ways to Turn Obstacles into
Opportunities
When a problem or mistake befalls you, most say to
“overcome” it. But in seeing it as a challenge to be con-
quered, you may be missing the greatest success
opportunity. Some of the greatest inventions, from
rubber and penicillin to Post-it notes and corn flakes,
came from visionary people who chose not to “overcome”
the obstacle, but rather ... to use the difficulty.
By Victor M. Parachin
62 Mission: Critical
The power of a well-stated mission lies in its unifying
effect. Like a maestro, it directs everyone to play the
same song at the right tempo and in the right key.
Without a codified mission — or when a mission state-
ment gathers dust like a gold-plated plaque in some
long-forgotten storeroom — exuberance and gusto
give way to inertia and apathy.
By Tom Gegax
From the Archive
84 Master Change with These 4 Simple Steps
Crisis is simply “change trying to take place.” Understand
how to maintain focus and control during change to
view it as a healthy and positive step toward achieving
your goals. Embrace change and use it to your advan-
tage rather than letting it work to your disadvantage. 62
By Brian Tracy
5
www.advantedgemag.com September/October 2005

3. letter from the editor
ur mission is to continually connect you with the
O world’s most powerful success information, giving
you the Edge at work and in life.
AIM FOR THE HEART
What comes to mind executives, entrepreneurs, generals, and fathers
when someone says and mothers fail to achieve great success through
“leadership”? Who do leadership because they are focused on how to
you think were the motivate and inspire their teams and subordinates
greatest leaders in to follow their vision. True leaders, however, don’t
recent history and what focus on how to get people to follow their vision.
made them so? Was it Instead, they take the time to learn about the peo-
George Washington’s ple they are leading — their hopes, dreams, and
determination that led to visions — and then show them how to achieve
the creation of a new their dreams by following the greater vision.
nation ... Winston People follow great leaders, not because they
Churchill’s steadfast resolve that led England to are so hyped up on motivation and inspiration to
stand up to Hitler’s conquest of Europe ... or Sam achieve the leader’s dream. They follow when
Walton’s vision that changed the retail industry? they see (that they have) the ability to achieve
These are, undeniably, characteristics of great their personal hopes and dreams ... by achieving
leaders. However, all too often, the characteristics the greater vision the leader has laid forth. “You
of the leader and the resulting leadership —his or must aim for the heart in order to inspire the
her ability to lead — are thought of as the same mind,” Tom explains. “As soon as people see in
thing. Yet, there is a vast difference between a your vision the ability to reach a future they can
leader and leadership. Leadership is the result; the only dream of, they will follow you to the ends
leader is the cause. And the difference between of the earth.”
them is in the people who follow the leader. So, It takes leaders with vision to help people see
what makes great leadership worth following? and articulate their dreams. It takes leaders with
compassion to help people believe they can real-
ize those dreams. If you see any organization
Vision is seeing something before its time. A achieve a large degree of success, you know
Visionary is a person who does something there is this kind of extraordinary leadership at
with what he or she sees. A Leader takes work. Visionary heart-empowered leadership is
the key ingredient that determines success: If
people someplace they would not go alone.
you have it ... winning is predictable, and if you
Leadership is actually going there.
are missing it ... your future is uncertain.
My challenge to you is for the next 60 days to
In this issue of AdvantEdge, it is my honor to find out every one of your team members’ goals,
introduce one of the best leaders I have had the dreams, and visions for their future. Get to know
privilege to meet, Tom Mathews, Senior Executive the depths and details of their goals, until you
Vice Chairman of World Financial Group, a mem- can picture in your mind the life they are striv-
ber of the AEGON group. Tom is one of those rare ing for. Then, focus a part of each day on what
people who consistently demonstrate the charac- you can do to help them achieve their dream
teristics of a great leader, evidenced by the many through your vision. I predict that this will be
passionate and dedicated people who follow his one of the greatest changes you will ever make,
vision every day. Yet, despite his being adored, both personally and professionally. Once you
Tom leads with a quiet humbleness and dignity, stop focusing on how to lead people by getting
and attributes all his business success to his team, them to see and follow your vision and instead
over 20,000 people (and still growing). aim for their heart and show them how to
Tom explains that leadership is not about moti- achieve their dream through your vision, you
vation or inspiration. Leadership is about captur- will have become ... a leader worth following.
ing people’s hearts. Too many business owners, Be a Visionary Leader!
Carson V. Conant
Editor in Chief, AdvantEdge
EditorInChief@advantedgemag.com
8 September/October 2005 www.advantedgemag.com

4. UNL THE LEADER
L egendary football coach Vince Lombardi, in his last speech before he died, was addressing a
large corporate audience. He said, “I’m going to share with you the key to success in any
business.” You could have heard a pin drop as people sat on the edges of their seats waiting
for the answer. He said, “The secret, in a word, is ... ‘heartpower.’ Capture the heart and you’ve cap-
tured the person. ... Get people to fall in love with your company.”
This is a very simple, yet powerful concept. But how does a leader do it?
Tom Mathews epitomizes a leader who understands that it starts and ends with caring about your
people, not as employees, but as human beings. He has built an amazing team of over 20,000 peo-
ple through hard work and showing that he cares.
He is a leader who “gets it.” He truly understands the power of recognition, kindness, and person-
al goals. When describing any of the successes he has enjoyed, it is never “me” but always “we.”
I once heard a leader defined as “someone who knows the way, goes the way and shows the way”...
Tom qualifies in all three! Enjoy his leadership secrets and learn to “aim for the heart.”
Mac Anderson
Founder, Simple Truths and Successories
38 September/October 2005 www.advantedgemag.com

5. CK
SHIP CODE BY TOM MATHEWS
When the great industrialist Andrew Carnegie in action as well as what I’ve learned in hiring,
was asked what he would do if he had to start over, training, and inspiring my team during the past 20
he quickly replied, “Take away all my factories and years. If you’re an entrepreneur, leader, or manag-
money ... just leave me with my good men and I’ll er, it is my hope that these insights will become a
get back in no time.” You can always replace mate- place you can go when you’ve had a tough day and
rial possessions, but a great leader knows the most need a shot of inspiration and guidance.
precious assets are the members of his or her team.
Carnegie also said, “You must capture and keep
LEAD
the heart of the original and supremely able man
before his brain can do its best.” I could not agree WITH WILD DREAMS
more. In fact, this simple philosophy has been the
foundation of everything I have accomplished in
Since the beginning of history, the world’s most
life. When I think back on the people who have
important achievements have started with a
motivated and inspired me in my career, they were
dream. In most instances the naysayers will line
people who cared about me as a human being first
up to tell you it can’t be done. But dreams fuel pas-
and foremost. They cared about my family, my
sion, and passion plus perseverance equal suc-
goals, my dreams and, as my leader, helped show
cess. Shortly after Orville Wright flew his historic
me how I could make my dreams come true. They
first flight at Kitty Hawk, a North Carolina reporter
“aimed for my heart,” and led me to succeed. I
asked if everything was the way he thought it
promised myself that if I ever had the opportunity
would be. He said, “Actually, I preferred the
to lead others, the heart would always come first
dreaming of flying to doing it. I would lie in my
and that good things would follow, and this belief
bed at night and imagine the wind passing by, the
has never proved false.
view from above like a bird, and the exhilaration of
The leadership principles that I’m about to share
it all.” As a leader, you must know and teach the
with you are the results of observing great leaders
Continued on Page 40
39
www.advantedgemag.com September/October 2005

6. Continued from Page 39 In 1970, I began playing the trum- is full of love, forgiveness, and
pet, and have enjoyed music ever peace.”
power of dreams, for “nothing hap-
since. I learned then that if everyone
pens but first a dream,” as Carl
plays the same note you cannot have “Which one will win?” asked the boy.
Sandburg said. Every member of your
harmony or beautiful music. Over the To which the grandfather replied,
team must see and truly understand
years, in business, that lesson has “The one I feed.”
your dream as vividly as you do.
come in handy many times. No matter (Origin Unknown)
TEAMWORK what team you are a part of, each per-
son has a unique note to play. This This simple story makes the powerful
combination, just like a great sympho-
MAKES THE DREAM WORK point that, in life, you become what you
ny of many instruments, can make think about. However, I could talk for an
beautiful music. hour about this life-changing law and
One person does not an organization
still not capture its essence as clearly as
make. The power of any organization
POWER by telling this 30-second story. Every
starts and ends with people. In fact, tal-
organization has core values that its
ented people committed to a common
OF STORIES leaders should continually reinforce;
cause are unstoppable, for teamwork is
not with words, but with stories.
the fuel that allows common people to
Bestselling business author Tom
obtain uncommon results.*
Peters recently said, “I stopped giving
SELL
In 1996, runner Michael Johnson set
presentations years ago. Now I only
an Olympic record in the 400-meter
tell stories.” He explains, “As I pre- YOUR VISION
and beat his own world record in the
pare, I am conscious — 100 percent of
200-meter. He became the first man
time — of the evolving story, of the “Leadership is the capacity to turn
ever to win both events in the same
plot, of the narrative that unfolds. vision into reality,” says author
Olympic Games. Our company was a
Whoever has the best story wins — so Warren Bennis. However, having the
corporate sponsor, and I was in the
work on your story!” vision is not enough ... it must be sold.
crowd at the finish line for that race.
Peter’s advice should be taken to This is an area where many leaders fall
That same year, the Atlanta Olympic
heart by any leader striving to build a short. The mission and the vision may
Games also held a 4x100-meter relay.
great team. be crystal clear in their minds, but
Four individuals cover a single lap
Stories are the ultimate communica- they forget that the team needs contin-
around the track, each contributing a
tion tool. In fact, some of our greatest uous reinforcement to keep it in focus.
quarter of the distance required. The
presidents — Abe Lincoln, Teddy Jack Welch, the great CEO for
comparison of individual versus team
accomplishments has never been more
obvious than here. While Michael
Johnson was the winner of 55 consecu- LEAD FROM THE FRONT
tive 400-meter finals and one of the best
ever at this distance, he proved NO ANDREW CARNEGIE ONCE SAID, “AS I GROW OLDER I PAY LESS
MATCH for the collective efforts of four ATTENTION TO WHAT PEOPLE SAY. I JUST WATCH WHAT THEY
team members. Even though he domi-
DO.” LEADERSHIP IS NOT A BIRTHRIGHT AND IT IS NOT SOME-
nated the individual distance, his times
THING YOU CAN SIMPLY TALK ABOUT. IT MUST BE EARNED
fade when compared with the time pos-
THROUGH EXAMPLE, EVERY SINGLE DAY. THE GREAT DR.
sible for four less qualified individuals
ALBERT SCHWEITZER WAS ONCE ASKED IF HE THOUGHT THAT
to cover the same distance as a team. In
fact, both the men’s and women’s teams SETTING AN EXAMPLE WAS THE MOST IMPORTANT QUALITY OF
outperformed the all-time individual LEADERSHIP. HE PAUSED AND SAID, “NO, IT’S NOT THE MOST
champion.
IMPORTANT QUALITY ... IT’S THE ONLY ONE.”
Here is the reality of teamwork:
Roosevelt, and Ronald Reagan — used General Electric, “got it.” Whenever
stories to inspire, encourage, and edu-
MICHAEL JOHNSON’S 1996 400- and wherever he had the opportunity
cate us. As a leader, to capture the
METER OLYMPIC RECORD: to sell his vision, he did it. In fact,
heart of your team, there is nothing
43.49 seconds compare the various speeches he gave
more powerful than the right story at
WOMEN’S 4x100-METER OLYMPIC throughout his 21-year career and
the right time.
RECORD: notice the common themes:
Here is a great example. It’s a story
41.60 seconds In 1983: “Our objective, without
of a Native American boy talking to his
MEN’S 4x100-METER OLYMPIC question, is to become the most compet-
grandfather:
RECORD: itive enterprise on this earth. We can’t be
37.40 seconds fat. We can’t be bureaucratic. We can’t
What do you think about the world be slow moving. We must change. We
Individual accomplishment is sim- situation?” the young boy asked. can stand for nothing less than the best.
ply no match for a tightly unified, You have great responsibilities, but you
committed team. Teamwork is about The grandfather replied, “I feel like also have tremendous opportunities.”
sharing the load and accomplishing wolves are fighting in my heart. One In 1985: “As we look to the next five
what individually is beyond reach. is full of anger and hatred; the other Continued on Page 42
40 September/October 2005 www.advantedgemag.com

7. There once was a very cautious man,
Who never laughed or cried.
He never cared, he never dared,
He never dreamed or tried.
And when one day he passed away,
His insurance was denied.
For since he never really lived,
They claimed he never died.
—AUTHOR UNKNOWN
Continued from Page 40 there are over 10 million businesses in least two partners on your journey
years, our combination of different busi- the United States and they all have one through the maze. Their names are
ness cultures and shared values gives thing in common — they were started Courage and Perseverance. In fact, if
GE the ability — the flexibility — to win by entrepreneurs; people willing to bet someone were to ask me to pick one
in world markets. It provides the bond on themselves to follow their dreams. word to describe any success I’ve had
that stimulates our people, the most Starting a business or a major under- in business, I wouldn’t hesitate; the
important asset of an organization, to taking can be compared to going word would be perseverance. There
pursue a common goal — achieving through a maze. You start with a will be many potholes, roadblocks,
excellence in everything we do.” dream and the courage to begin. You and detours along the way toward
In 1992: “Our unending drive to then journey through the maze, more your vision. As Peter Drucker once
build a boundary-less, high-spirited commonly known in business circles said, “Whenever you see a successful
company is moving faster every day in as the “learning curve.” You go ... you business, someone has made coura-
the direction of what we want passion- hit a wall, you go left, you hit another geous decisions.”
ately to become — the world’s most wall, you go back, you hit another and “You are out of your mind.” “This is
competitive company.” another, until eventually a small light insane.” “You should just get a real
In 2000, as he said goodbye: “The GE
of the future will be based on the cher-
LIGHT THE FUSE
ished values that drive us today: mutu-
al trust and the unending, insatiable,
boundary-less thirst for the world’s “PEOPLE ARE LIKE STICKS OF DYNAMITE. THE POWER IS ON
best ideas and best people. But the GE, ON THE INSIDE, BUT NOTHING HAPPENS UNTIL THE FUSE
of the future will be a faster, bolder GE
GETS LIT.” EVERY LEADER SHOULD TAKE THIS QUOTE TO
whose actions will make the company
HEART. DEEP INSIDE WE ALL WANT PEOPLE IN OUR LIVES WHO
of today appear slow and tentative by
WILL HELP TO MAKE US ALL WE CAN BE. YOU CAN BE THAT PER-
comparison, a GE whose every
SON FOR THE MEMBERS OF YOUR TEAM. PROVIDING TIMELY
employee will understand that success
can only come from an inextricable ENCOURAGEMENT, RECOGNITION, AND SUPPORT WILL HELP
link to the success of our customers.” TO LIGHT THE FUSE ... AND, IN MANY INSTANCES, UNLEASH
As a leader, here are the questions
THEIR EMOTIONAL ENERGY.
you must ask yourself: Do I continual-
ly sell, and reinforce, our vision for the
future? Is my vision simple and con- appears. It continues to get brighter as job.” “Americans will never spend a
sistent, or is it confusing and unsure? you move forward toward your goal. dollar and a half for a cup of coffee.”
And with this light is a wonderful feel- Howard Schultz heard all of the above
ing. To look in the mirror and be able in 1986 when he was trying to raise
ENTREPRENEURIAL to say, “I took my dream to reality” ... the money to launch Starbucks. He
well, as the MasterCard commercials said, “In the course of a year, I talked
LEADERSHIP
would say, is priceless. to 242 investors and 217 said, ‘No!’
I can also guarantee you’ll need at Continued on Page 44
According to Dun & Bradstreet,
42 September/October 2005 www.advantedgemag.com

8. SHOW CONQUER
THE PROCRASTINATION GAP
YOUR APPRECIATION
The greatest gap in life, according
Creative ways to recognize your people and show appreciation.
to Richard Biggs, is the one between “I
should” and “I did”... more common-
ly known as the procrastination gap.
William James, one of the founders of modern psychology, said, “The deep-
How many potentially life-changing
est principle in human nature is the craving to be appreciated.” In fact, a
decisions are delayed endlessly
study by Robert Half International found that lack of appreciation was in the
because we fear failure, we’re too
top three reasons people leave companies, ahead of money and promotions.
tired, the timing isn’t right, or we
Author Michael LeBoeuf says this, “The greatest management principle in
want it to be perfect? The list goes on
the world is ... ‘The things that get rewarded and appreciated get done.’ ”
and on.
As leaders, we’re all guilty at times.
Here are some creative ways to recognize your people and show appreciation:
However, to be truly great leaders, we
must develop the habit of action.
1. work with. AskAS PEOPLE. Find out what’s important to the people you
KNOW THEM
Successful leaders are those who look
about hobbies, favorite sports, ideal vacations, and family,
for their opportunities, and when they
to name a few. This shows that you’re interested in who they are in life
find them ... act on them! Leadership
rather than just what they are at work.
that aims at the heart is one such
.
opportunity that will tear open a
2. WRITE THE WORD RECOGNITION in your calendar/day planning system
world of possibility and success in
at some regular interval (like every Friday for the entire year). Make this
whatever your endeavor.
word your trigger to quickly think of people who deserve praise. Then,
Leadership from the heart is truly
immediately go thank them for their positive performance.
the key to success. It’s what Vince
Lombardi, the legendary football
3. her or his performanceSend athe positive impact itperson’sthe organization.
NOTIFY THE FAMILY. letter or card to the spouse describing
coach, said the secret to success was, in
and has on
his last speech before he died: “The
secret, in a word, is ... ‘heartpower.’
4. COMMEMORATE the day a co-worker joined your group. Think how you’d
Capture the heart and you’ve captured
feel receiving a handwritten note that said something like: “Hey Bob, in
the person. ... Get people to fall in love
case you forgot, you came on board three years ago today. It’s a date I won’t
with your company.” Inspire those you
forget because of your contributions in these three years. Thanks for being
lead to fall in love with your vision and
such an important member of the team.”
your company as if they were their
own, and enjoy the greatest joy in life
5. members, copies of certificates of Post all kinds of stuff: pictures of notes
ESTABLISH A “WALL OF FAME.” team
... achieving that which you once
completion for training, thank-you
thought impossible through the com-
from customers, newspaper clippings about the organization’s success, and
panionship of others who believe in
everything else you want to celebrate with your team. Let your creativity
your vision. Now that is Leadership ...
from the heart! I
flow ... and be sure to solicit ideas from your teammates. And lastly, for
appreciation to be effective, remember these three things:
1. It must be genuine, from the heart.
Author:
2. It should be specific. Tom Mathews
3. It should be regular — not just on special occasions.
Celebrate with your people whenever and wherever you can. It’s good for
the soul ... yours and theirs.
Continued from Page 42 think is practical;
Expect more than others
Many of them would listen to my one-
think is possible.”
hour presentation and never call me Tom Mathews is a Senior Executive
back. I’d phone, but most would not Vice Chairman of World Financial
My favorite definition of entrepre-
even take my call. It was a very hum- Group, of the AEGON Group. WFG
neurs is by George Gilder: “They cast
bling experience, but my passion and is a financial services marketing
aside their assurance for a 40-hour
unrelenting persistence eventually company headquartered in Duluth,
week; they leave the safe cover of
made it happen.” One of Schultz’s Ga., with offices worldwide. To
tenure and security … and charge
favorite quotes is: learn more about Tom Mathews and
across the perilous fields of change his new book Aim for the Heart:
and opportunity. If they succeed, their
“Care more than others Leading to Build Great Teams, visit
profits will come not from what they
think is wise; www.AdvantEdgeMag.com/011 today.
take from their fellow citizens, but
Risk more than others
from the value they freely place on the
think is safe;
*Source: Successories Inc.
gift of their imagination.”
Dream more than others
44 September/October 2005 www.advantedgemag.com