The document summarizes a shift in consumer values due to the economic crisis. Research shows that the crisis has made people re-evaluate their priorities and focus on what matters most. This values shift is influencing how consumers view brands and leadership. There is a preference for more transparent, honest and purpose-driven companies compared to those that contributed to the problems. The document contrasts vertical leadership, which is dominant and separated from followers, with horizontal leadership, which is collaborative and on the same level as followers. It suggests businesses will be more successful by adopting principles of horizontal leadership like inclusivity, transparency and sustainability.

2. PART #1

5. a big shift is happening right now… SHIFT

6. not to be confused with a … SHIFTY

7. Or a… SHIFTER

8. SHIFT but a in consumer values…

9. Particularly in how consumers VIEW Leaders…

10. an inevitable… SHIFT

11. MOTION likely set in…

12. by the… DOWNTURN

13. JOBS

16. FUELED all the negative has this values shift…

17. Now it seems as though we’re all looking on the bright side of things…

18. 84% STRONGLY AGREE Say “the economic crisis has made people re-evaluate a lot of things.” Source: Proprietary Research 2009

19. 62% STRONGLY AGREE Say “in the long term this may actually be a good thing, it re-grounds us and makes us focus on what's most important.” Source: Proprietary Research 2009

20. 78% STRONGLY AGREE Say “there's a positive feeling that goes with focusing on the things that matter most in life.” Source: Proprietary Research 2009

21. 63% STRONGLY AGREE Say “the new realities that we all are facing may actually be good for people’s values.” Source: Proprietary Research 2009

22. This values shift is even starting to influence how consumers value brands…

23. OUT Big got us into this mess

24. 75% STRONGLY AGREE Consumer say “I've got less patience for companies that aren't clear and helpful.” Source: Proprietary Research 2009

25. 79% STRONGLY AGREE Say “going forward, keeping a long term view will be critical.” Source: Proprietary Research 2009

26. 69% STRONGLY AGREE Consumer say “transparency, honesty, and integrity matter the most going forward.” Source: Proprietary Research 2009

27. A new breed of purpose driven leadership is paving the way…

28. Maybe not a new breed at all, perhapsjust a new species…

29. There’s a sense of comfort that we all find appealing in these companies…perhaps partly driven by the good factor inherent in their DNA

30. But goodness is only one side of the equation. Sure, having ‘good’ already in the DNA of the company is good but…

31. It’s in the way you talk & walk that matters even more…

32. "Suit the action to word, the word to the action" --Shakespeare; Hamlet III.ii

34. Big question. What’s the best way to walk the walk?

35. And talk?

36. Socio-political theory proclaims 5different styles of leadership…

37. Bureaucratic Leadership. The letter of the law is king. In risky situations, this kind of leader provides strict rules, as from a set of rules or a manual, which must be adhered to.

38. Delegative Leadership. Here, the leader trusts people and empowers them to make their own decisions, particularly apt where such people possess knowledge the leader does not possess.

39. Authoritarian Leadership. A dictator. The most dominant kind of leader, appropriate in situations where the solution is clear, time is limited or life and limb are at risk.

40. Charismatic Leadership. This kind of leader injects enthusiasm and inspiration into his or her followers and can lead to such followers being willing to perform actions they might not usually be willing to perform.

41. Participative Leadership. A collaborative, consensual kind of leadership, appropriate for when the solution is not clear and the minds of others could fruitfully contribute to the leader’s decision making process.

42. These styles can be distilled down to 2 basic approaches

43. Vertical Leadership Do As I Say Let Me Speak I Have The Secret I’m Qualified My Way Or Highway I Know I Rule Leader There is a separation between leader and the led, and that the leader is in an elevated, dominant position in relation to the led.

44. Horizontal Leadership I Serve We Know/You Know Maybe Your Way Is Better We’re All Qualified We All Have The Secret Let’s Talk Do As I Do Leader There is a basic unity between leader and led, and that the leader is on the same level as the led.

46. THE PULPIT

47. VS. THE FLOOR

48. PREACHING

49. VS. COLLABORATING

50. Traits of a vertical leader High Up In The Limelight Sex/Glamorous Images Preaching/One-way Speech Acting Differently From The Led Dressed Differently From The Led Looking Rich Blinged Up/Showy Incomprehensible Language Not Doing ‘Normal Things’

51. Traits of a horizontal leader On The Ground In The Shadows No Sex Or Glamour Dialogue/Two-way Conversation Acting Similarly To The Led Dressed Similarly To The Led Looking Poor Plain/Modest Simple Language Doing ‘Normal Things’

52. The new leadership dynamic:

53. FROM Exclusivity (a few lone stars at the top) Authoritarianism A select few are integral to achieving success

54. TO Inclusivity (it takes a village) Democracy Everyone plays an integral role

55. FROM Think only of yourself Only care about your own success, even at the expense of others Pass the buck

56. TO Think about others Consider the impact of your actions on others Take responsibility for your actions – be accountable

57. FROM Overplay your strengths Deny or ignore your weakness Exploit your strengths to overcompensate for any weakness

58. TO Strengthen your weaknesses Admit, recognize and acknowledge weaknesses Work to shore up any weakness

59. OUT Disposability Immediate gratification Consider only the short term need, outcome, as it relates to oneself Planned obsolescence

60. IN Sustainability Delayed gratification Consider the long-term and wider impact of one’s decision

61. OUT Asset capital Measure success by material gains

62. IN Human capital Measure success by intellectual capital

63. OUT Secrecy Limit power by confining the dissemination of information to a select few

64. IN Transparency Empower everyone by providing everyone with access to information

65. OLD Illiteracy Make information complex Employing jargon and unfamiliar language Keep people ill-informed, unknowledgeable and incapable of making good decisions

66. NEW Literacy Make information simple, straightforward and easy to understand Ensure people are knowledgeable and able to make well-informed decisions

67. OLD Talking Want all the attention One-way communicating

68. NEW Listening Pay attention to others Two-way communicating

70. Apply these simple principles and LEAD-ON

71. THANKS Forward questions to: donnyjensen@gmail.com