Gert Scholtz

6 years ago · 1 min. reading time · ~10 ·

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Ogilvy on Leadership

Ogilvy on Leadership

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There are perhaps as many theories on business leadership as there are business leaders. When I Google the words “business leadership”, half a billion hits pop up. Amazon stocks one hundred and thirty thousand books on the topic. Conferences and workshops on leadership development are everywhere. Lately I see some business schools converting their MBA to a MBL, a Masters in Business Leadership.

I completed a MBA degree years ago. We studied leadership by reading management classics from Warren Bennis, Peter Drucker and Tom Peters. We looked at John Sculley’s odyssey from Pepsi to Apple. We roll played in class. We had many CEO’s as guest speakers telling what it takes to get to (and stay at) the top and keep a business on course. 

I learned a fair amount but as anyone who has been in a business environment knows, theory does not always relate to reality and there is no magic combination of characteristics that makes a leader successful; different abilities matter in different circumstances. Some abilities can be taught, some are inherent, and some can be improved. But finding the definitive qualities of business leaders remains somewhat elusive.

What a surprise when I picked up The Unpublished David Ogilvy the other day and discovered the most succinct piece on business leadership I have ever read. Ogilvy, for those who might not know, founded the highly successful advertising agency Ogilvy & Mather and he wrote the iconic Ogilvy on Advertising. His talent and prowess as an adman and copywriter was immense. Maybe lesser known is his insight on business leadership. 

In fifty words, he summarizes the ten essential qualities of a business leader.


1. High standards of personal ethics.

2. Big people, without prettiness.

3. Guts under pressure, resilience in defeat.

4. Brilliant brains — not safe plodders.

5. A capacity for hard work and midnight oil.

6. Charisma — charm and persuasiveness.

7. A streak of unorthodoxy — creative innovators.

8. The courage to make tough decisions.

9. Inspiring enthusiasts — with trust and gusto.

10. A sense of humor.


Ten perfect dictum's.

That’s it. 

Or is it?


"
Comments

Judy Olbrych

6 years ago #22

#26
Thank you, Gert Scholtz! I look forward to reading you posts.

Gert Scholtz

6 years ago #21

Judy Olbrych Thank you for sharing Judy. Welcome to beBee!

Jerry Fletcher

6 years ago #20

Many balked at Ogilvy's "rules" but few ever doubted his prowess as a businessman. He was "old school" and knew that advertising was only one element of a successful business. He delved into the rest in order to provide advertising that would work within the way the client operated. Yes, there was a golden age of "Ad Men"

Gert Scholtz

6 years ago #19

I wish to highlight the comment made by Paul Walters: "I had the privilege of working at Ogilvy's in London, Australia and New Zealand under his direct tutelage , When sent off to NZ to open an the Ogilvy Direct offices with Robert Anderson he sent us a Russian doll . When I opened the last tiny doll, inside was a hand written note, it read, " Surround yourself with people who are greater than you and you will become a company of giants. Surround yourself with people who are lesser than you and you will remain a society of dwarfs." Clever lad he was! I highly recommend " Ogilvy On Advertising" This gem is as relevant today as it was way back in the early 80's even in the digital age." (ccPaul Walters )

Gert Scholtz

6 years ago #18

#14
Ian Weinberg You have probably mention one of the biggest elements in leadership Ian - that of a drive and desire to value contribution in a broad sense. Thanks for your always incisive comments.

Gert Scholtz

6 years ago #17

#13
Robert Cormack The problem with standardized tests is that they measure a common standard. The most uniquely talented people are per definition not within the ambit of such tests.. Many thanks for the interesting comments Robert.

Gert Scholtz

6 years ago #16

#12
Harvey Lloyd You mention a very important point Harvey, - a belief in the people in your charge - thanks for joining the post.

Gert Scholtz

6 years ago #15

#10
Vincent Andrew I think actually doing (and sometimes failing, sometimes succeeding) is the best way to learn. Well done to you Vincent on the way you teach.

Gert Scholtz

6 years ago #14

#9
Savvy Raj Apparently Ogilvy started his agency when he had almost nothing in the bank - quite and inspiration. Many thanks for commenting and I hope the information helps your friend.

Gert Scholtz

6 years ago #13

#8
Tausif Mundrawala Those are important qualities of leadership - being in touch with the environment - social and natural, and being a problem solver rather than a mere salesman. Thank you for your valued comments Tausif.

Gert Scholtz

6 years ago #12

#7
Paul Walters What a privilege to have worked at Ogilvy and Mather. And thank you for that piece of information Paul - it says a lot about the qualities of the man - qualities I have only read about.

Ian Weinberg

6 years ago #11

Thanks for this valuable post Gert Scholtz To round off the list I would add 'gratitude', 'sensitivity' and 'value contribution' - making something better than it was before engaging with it.

Robert Cormack

6 years ago #10

Here's an interesting fact about Ogilvy, Gert Scholtz. He admitted taking an IQ test and discovered he was measured at about the same level as a postal worker. Many of us went through school, having our intelligence measured by standardized testing. My parents were told (when I was in grade 8) that I should be put in a trade school and learn small engine repair.

Harvey Lloyd

6 years ago #9

Great dictum's. I find it interesting as we move forward and we invent words or change definitions the simple of many years ago is still the basic formula for success. Number one is the motivation. Without a belief in humans within your charge or customer base the other nine cant happen. Good stuff.

🐝 Fatima G. Williams

6 years ago #8

Gert Scholtz@Gert I should pick up this book. BTW when am I getting my book 😉😉😉 Thanks for introducing Ogilvy

Paul Walters

6 years ago #7

Gert Scholtz I had the privilege of working at Ogilvy's in London, Australia and New Zealand under his direct tutelage , When sent off to NZ to open an the Ogilvy Direct offices with Robert Anderson he sent us a Russian doll . When I opened the last tiny doll, inside was a hand written note, it read, " Surround yourself with people who are greater than you and you will become a company of giants. Surround yourself with people who are lesser than you and you will remain a society of dwarfs." Clever lad he was! I highly recommend " Ogilvy On Advertising" This gem is as relevant today as it was way back in the early 80's even in the digital age.

Gert Scholtz

6 years ago #6

Pascal Derrien I should have read the book when I was studying, not a week ago. Would have saved money and possibly another plank:)

Gert Scholtz

6 years ago #5

Pascal Derrien I should have read the book when I was studying, not two weeks ago. Would have saved money and possibly another plank :)

Gert Scholtz

6 years ago #4

Pascal Derrien I should have read the book at the time I was studying - not two weeks ago. Would have saved money and possibly another plank :)

Gert Scholtz

6 years ago #3

#1
Pascal Derrien Thanks Pascal - I should have read the book back when I studied, not two weeks ago. Could have saved a lot of tuition fees :)

Lyon Brave

6 years ago #2

interesting

Pascal Derrien

6 years ago #1

That's a good summary and would save money, I had more than one MBA holder staff in the past who were tick as a plank :-) I am so grateful you did not add it to your profile headline :-)

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