Why Trust and Purpose is the new Normal in Organisational Development

COVID-19 is a crucible within which resilient leadership is refined. Acting without perfect information, often with only a few hours or days to spare, CEOs have to guide their organizations through myriad decisions and challenges, with significant implications for their company’s whole system: employees, customers, clients, financial partners, suppliers, investors, and other stakeholders, as well as for society as a whole.

Clarity of thinking, communications, and decision-making will be at a premium. Those CEOs who can best exhibit this clarity, and lead from the heart and the head, will inspire their organisations to persevere through this crisis, positioning their brand to emerge in a better place, prepared for whatever may come.

Crises like these, with deep challenges to be navigated, will also lead to opportunities for learning and deepening trust with all stakeholders, while equipping organisations for a step change that creates more value not just for shareholders, but for society as a whole.

From time to time, we lose our bearings as individuals, especially when facing overwhelming challenges, as we are today with the coronavirus pandemic; it is in these moments that we lean into our core, our character and personal values, to find strength and focus on what really matters.

Leaders facing the unprecedented times and circumstances of the moment are also looking to their organisation’s core, its communal culture and values, to inspire resilience, unleash agility, and help employees to thrive, not simply survive.

Setting a regular cadence with a clear voice is critical. Incomplete or conflicting communications can slow the organisation’s response rather than providing better guidance.

In a time of crisis, trust is paramount. This simple formula emphasizes the key elements of trust for individuals and for organizations:

Trust = Transparency + Relationship + Experience

Trust starts with transparency: telling what you know and admitting what you don’t. Trust is also a function of relationships: some level of “knowing” each other among you and your employees, your customers, and your ecosystem. And lastly, it also depends on experience: Do you reliably do what you say?

In times of growing uncertainty, trust is increasingly built by demonstrating an ability to address unanticipated situations and a steady commitment to address the needs of all stakeholders in the best way possible.

It’s also important to recognize and address the emotions of all stakeholders. This is not just about charts and numbers. Narratives can be powerful ways to acknowledge the fears that naturally surface in times of crisis, while at the same time framing the opportunity that can be achieved if stakeholders come together and commit to overcoming the challenges that stand in the way.

A survey I carried out by DataPad asked employees questions on ‘trust and respect’ in relation to their Executive Leadership, Heads of Department and their immediate line managers. The closer the manager’s role was to the respondent, the more likely it was for the employee to answer positively. Immediate managers were trusted “a lot” by 48% of those who responded and “a little” by 36%. 16% of immediate managers are not trusted at all.

Working with CEOs over the years, I have found that thriving cultures are those that are purpose-driven and characterised by vitality and a growth mindset. Organisations where leaders are purposeful and intentional and open to personal change, and where every employee has a voice and is actively engaged in living the organisation’s values, are those with thriving cultures. Many organisations entered into this crisis with such a culture. Others were struggling.

But, like the process of glass blowing, in which beautiful structures are created by manipulating molten glass in a hot furnace, we have observed healthy and resilient cultures emerge from the fires of crisis.

How can an organization maintain or build a thriving culture in this crisis? At their core, organisations are shadows of their leaders. Leaders who greet crisis with perspective and compassion, confront the current reality with optimism for the future, demonstrate personal resilience, and inspire that resilience among their employees are those who will make the difference.

Authentic cultures are not formed by values posted on the wall; they are the result of leaders being purposefully committed to living those values and willing to personally change in order to model the behaviours and actions that maintain integrity.

When values are real, employees and customers know the enterprise is authentic and true to its culture. Especially in a crisis, comparing actions to values is a litmus test of a company’s authenticity.

Culture, we know, is the core of resilience, but it alone is not enough. Other work by our firm has shown that organisations that accelerate performance during good times and bad are able to mobilise, execute, and transform with agility.

During today’s pandemic, agility matters more than ever. Amidst rapid-fire health updates, market volatility, and the extreme spread of the coronavirus, a company’s foresight, ability to learn, and adaptability will set it apart.

Companies strong in these areas have leaders who are future-focused, demonstrate a growth mindset, are able to pivot quickly in times of rapid disruption, and maintain resilience to navigate their organisations.

From swift decisions to shutter offices, institute work-from-home policies, and scale the technological tools to stay connected to customers and stakeholders, agile leaders have assessed the risk and pivoted quickly.

They must also reassess the medium and long term, building on past crisis interventions and associated learnings to evolve operations and innovate to meet changing needs, all while staying true to their culture.

In any time, thriving organisations are true to their purpose, rely on their values, and model agility. Today’s pandemic, which will reduce profits all over the world, is a searing test of every organisation’s culture and values.

Leaders who have laid a solid culture foundation, authentically committed to a set of values, and defined and depended on an inspiring purpose are leading through this crisis by making a difference in the lives of employees and the communities they serve.

This crisis also serves as a furnace for change for those companies that haven’t yet laid the foundation for a thriving culture.

Uncovering authentic organisational purpose can come quite simply from finding ways to be of service. What’s needed today is for all leaders to look beyond profit and ask, “What do I have that could help someone right now?

Where can I practice abundance where there is short supply?” Organisations will be changed by their actions to make a difference in these times of crisis. Connecting with employees at a human level as we enter into one another’s home offices and living rooms, meeting children and pets on the screen, is organically changing and strengthening cultures.

It’s happening today by default; tomorrow leaders can shape their cultures with lessons learned by design. Leaders and organisations that count on their core culture and values and make a difference while pivoting to solve for the future will emerge from the fires of this crisis and thrive.

Yet amid the crisis, a company’s purpose should remain steadfast: It’s never negotiable. Purpose is where the head and the heart unite. While many organizations today have articulated a purpose beyond profit, purpose risks getting ignored in day-to-day decisions.

In a recent survey, 79 per cent of business leaders believe that an organization’s purpose is central to business success, yet 68 per cent said that purpose is not used as a guidepost in leadership decision-making processes within their organization.

Making decisions that tie back to the organization’s purpose is particularly important during a crisis when companies are under increased pressure and stakeholders are paying close attention to every move. We know from research on purpose-driven organizations that they tend to thrive during challenging environments:

Purpose cultivates engaged employees. When companies are cantered on an authentic purpose, employees feel that their work has meaning. Research shows that employees who feel a greater sense of connection are far more likely to ride out volatility and be there to help companies recover and grow when stability returns.

Purpose attracts loyal customers who will stick with you in a downturn. Evidence-based research have shown that eight in ten consumers are more loyal to purpose-driven brands, which can help sustain customer relationships in a downturn and beyond.

Purpose helps companies transform in the right way. Companies that are guided by their purpose when they face hard decisions have a sharper sense for how they should evolve, and their transformation is more cohesive as a result. When purpose is put first, profits generally follow; when profits are first, the results can be more elusive.

Finally, moral and ethical leadership is the key to a successful business, yet it’s clear from the news that the leaders of some of our most influential governments and corporations are making morally questionable decisions. These decisions will lose the trust of society, customers and employees. Trust is the foundation of high functioning relationships and can only be achieved by meaningful dialogue. It is clear that this is not happening. Instead we’re using electronic communication, where it should never be used.

My latest book, Purposeful Discussions, demonstrates the relationship between communications (human 2 human), strategy and business development.

It provides a holistic overview of the leading methods and techniques. It is a hands-on guide for business professionals, and those in higher education, to help guide them through the next decade and the 4th industrial revolution

Any period of volatility can create opportunities that businesses can leverage if they are prepared.

In the case of the COVID-19 outbreak, organizations that take a more assertive and longer-term approach can spark innovations that will define the “next normal.”

A great quote by Stephen R. Covey, sums up the thinking behind trust:

“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.”

Organisational Trust is How to Think More Strategically – Less Operationally, and Without Micro-Management

We are starting to get back to work: ‘WFH’ (Working From Home), for some possibly one of the biggest challenges in their management career, managing remotely, and for those leaders who have adopted a micromanagement leadership style and approach to management, your eyes are possibly now ‘eyes wide open’ with a reset button to see that micromanagement can damage the work environment and that it is a result of unhealthy communication skills.

Today’s leaders are faced with a unique challenge – staying calm in the face of a pandemic and mounting a response befitting to the level of threat the company is facing.

Any crisis is characterized by two traits – unpredictability and uncertainty. It is the mark of a true leader to not dwell on yesterday’s developments but to look ahead and plan for a more secure tomorrow.

A predefined response plan is always less effective than assessing the real threat and taking measures to minimise.

Micromanagement is one of the most hated management flaws in business today. We have all heard the term and are familiar with it, at least theoretically. But how do you tell when you’re becoming a micromanager, and how do you step back from that place?

Trust more, control less

Micromanagement is a destructive way of leadership. It can destroy trust, morale, and you could damage your line of communication. You can get disengaged employees and then creativity will drop.

Employees’ self-esteem will then drop as well and over time, their performance. All in all, you become a large contributor to a hostile and dysfunctional work environment.

The traditional hierarchy of an organization might not be effective in containing or managing the crises.

Senior execs need to be ready to offer more responsibility and liberty to make decisions to their network of teams. The members of these network of teams have the updated information necessary to direct the crisis response of an organisation.

It is the responsibility of the senior leaders to ensure that they offer the responsibility to the correct people, who can correct crises.

With the evolution of a crisis, the team leaders may need to appoint more decision-makers from the network of teams or replace the ones affected by the situation.

Having a plan to appoint new temporary leaders among the network of teams during an unpredicted emergency can perpetrate confidence among the employees and promote the deliberate calm that can keep operations running irrespective of the location.

Some readers may remember a blog I wrote around leadership in ‘Is Micro-Management delusional or can it be effective?’

Most out-of-the-box or disruptive ideas are badly handled by a bottom-up resource allocation process.

It is top management that has to ask, “Is there a technology under development that looks inferior or uncertain today but will undermine our business from beneath once it is properly developed?”

The notion of a top-down strategic process depends upon central control of all steps in that process.

That level of control almost never exists in a large organization — quite the reverse: at the same time that corporate staff is beginning to plan for and roll out initiatives, operating managers invariably are already acting in ways that either undercut or enhance them.

Each leader develops techniques, procedures, and processes to accomplish their art.

Seen as tools in a toolkit, they use each one when the situation dictates to generate trust, produce a vision, or motivate a subordinate to deliver their goods. In this vein, micromanagement is nothing more than another tool in your toolkit. You use it when the situation dictates.

When there’s a high-value, critical project underway in your area of responsibility you do not have an option of failure.

Fulfilling Expectations of Superiors. Call it self-preservation. Call it pandering. I call it ‘smart’. Micromanagement sometimes needs to be deployed to satiate superiors who themselves wield micromanagement as their normal operating mode.

The following keywords are fundamental to leadership and organisational effectiveness:

Keyword: Trust
Trust is a key component to drive employee engagement. Have faith in your employees and leave them room to perform. You will soon see an increase in productivity. Trust will also give you valuable feedback, as micromanagement leads to employees shutting down the lines of communication.

Keyword: Time
You spend a lot of time micromanaging, is it worth it? Could you be better at time management? Should you focus on growth strategies instead of being detail-oriented?

Keyword: Communication
When you micromanage you are shutting down lines of communication. Your employees will stop talking to you in fear of becoming micromanaged. Laying low will become a strategy in your office, resulting in no communication, no engagement, no growth, and you will not have enough information to do your own job effectively.

Implement Trust, Free Time and Communicate

Crafting strategy is an iterative, real-time process; commitments must be made, then either revised or stepped up as new realities emerge.

In my career, I have had to tolerate a chief executive who was a bully. I was forced to accommodate a chief executive who was a caretaker. I had to adjust to a chief executive with a big ego. I had to abide a chief executive who took credit for my ideas.

But I was never able to tolerate, accommodate, adjust to, or abide a chief executive who was a micromanager.

Micromanagers make up for their total lack of imagination by deflating ideas and creating chaos over minutiae. Leadership inspires freedom, not serfdom.

Employees must be free to think, to talk, to act, to suggest, to solve, to invent, to dare, and even to interrupt.

No one is really managing a company successfully by shuffling numbers. Anyone can draw new organizational charts. Anyone can recite business-school maxims, ratios, formulas, and percentages.

It takes a leader to manage people – and skilled people to make a successful company. Even football coaches who call all plays from the sidelines allow their quarterbacks the freedom to change the play at the line of scrimmage. Why shouldn’t chief executives?

The most important question a leader should ask is: Are you placing the good of the organisation first? This is what leadership is all about.

Time and again, though, we see those same CEOs forgetting about the need to translate strategy into specific organizational capabilities, paying lip service to their talent ambitions, and delegating responsibility to the head of learning with a flourish of fine words, only for that individual to complain later about lack of support from above.

To be fair, CEOs are pulled in many directions, and they note that leadership development often doesn’t make an impact on performance in the short run.

At the same time, we see many heads of learning confronting CEOs with a set of complex interwoven interventions, not always focusing on what matters most.

But as the pace of change for strategies and business models increases, so does the cost of lagging leadership development.

If CEOs and their top teams are serious about long-term performance, they need to commit themselves to the success of corporate leadership-development efforts now.

Final thought, leaders need to focus on behaviour to transform culture – instilling new cultural characteristics requires a shift in values, mindsets and behaviours. Leaders need to model, acknowledge and recognize the behaviour that drives the desired cultural change.

To summarize, leaders are at the forefront of driving the cultural transformation within an organization.

Undoubtedly, every employee plays a crucial part in the process but ultimately it is the leaders who have the ability to set standards and a foundation for change and growth.

A great quote by John Stoker:

“Authority — when abused through micromanagement, intimidation, or verbal or nonverbal threats—makes people shut down & productivity ceases.”