Author: Fabrizio

Positioning Bernie

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If you have been around the internet in the past week, you have certainly seen it.

One of the greatest example of positioning in recent times.

The informal attire of Bernie Sanders to last week’s presidential inaguration, the meme-frenzy that followed, and the way him and his team promptly reacted. All of it has put on display a fantastic positioning exercise.

  1. It has set the product clearly apart from the competition (in this case, other personalities or politicians). Just look at this picture to see what I mean. Or this one. Sanders has built his brand on being against the establishment and close to the average Joe, and spotting him at the inauguration was just a clear, immediate confirmation of exactly that.
  2. It has demonstrated a wonderful knowledge of the target market. Many commentators might have said that he was out of place, that it was even offensive to show up at such a formal event dressed like that. And the answer from Sanders and his team would have probably been: who cares?! Because the point of positioning, at the end of the day, is not to appeal to everybody, but to appeal to your best customer. Wearing mittens hand made from recycled material by a Vermont school teacher and a jacket by a Vermont outerware company sounds pretty on point for a progressive senator from Vermont.
  3. It inspired action. A part from the meme, the story has been shared, liked, commented infinite times on social media in the past few days (you can find a collection of the funniest Bernie posts in this article). And on top of it, Sanders’ team has double down on positioning by creating merchandise and selling it to support Meals on Wheels.

There is nothing better than great marketing, whether it is intentional or not.

Would you take it?

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Are you into leadership because of the power, the role, the status, or because of the challenges, the responsibility, the people that allow you to lead?

It seems like a trivial question, and the answer is probably, for most, somewhat in the middle.

But I can’t count the leaders who stop at the prestige and forgo the difficult part.

What if we would start presenting promotions into leadership roles in a different way? And so, instead of saying.

You did well so far, here is a promotion, a new title, and a salary raise.

We would say.

You did well so far. Here is a chance to take this team and make it awesome, to listen to their ideas and ensure the ones that make sense get developed and the others are put on hold (perhaps forever), to raise their engagement with the company and their role even in the face of bad news – especially in the face of bad news. Do you take it?

Managers do really need to start thinking at leadership in a different way, otherwise it will continue to be the professional graveyard of people with monetary and status ambitions.

Silence

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Silence makes us uncomfortable. Yet without silence there is no listening.

We spend entire conversations just waiting for out turn to speak, trying to cut the others short because our idea, our understanding, our experience is better, talking over each other, filling reflective pauses with jokes or irrelevant thoughts, getting annoyed because everyone is taking too long to get to the point. While indeed we should give silence more space.

Silence is a beautiful pause. It is thought, reflection, clarification. Sometimes, when talking to somebody and allowing for some silence to happen, you can see that something clicks, you can clearly grasp the moment they are getting an insight, a new perspective, a better way to approach the issue.

Learn how to be silent, and how to give others the space to be silent.

Talking is power only when we have something to say. And we often do not.

Opposition

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We often find meaning and identity in opposition.

Groups get stronger when they are attacked. Their members feel closer to each other when there is a stranger around, and they find agreement when the topic is a different group.

And the more we are weak, the more this happens with intensity and fervour. The less we know about ourselves, the more we seek in others.

It is only when we accept that every one, every group, every community has their strengths and weakness, their leaders and followers, their lights and shadows. It is only then, when we raise, that we can really find who we are, what we stand for, and where we call home.

The helper

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You can’t fight fear.

You cannot pretend it is not there, you cannot walk past it, turn a blind eye to it, give it another name, a different guise, a more appealing shape.

You can’t run from it, outpace it, hide in the shadow of your strenghts and possessions. That is where fear will eventually find you.

You also can’t stop and stand in front of fear. You can’t circle around it, spiral inside of it, let fear feel you are close. That is what fear craves the most.

What you can do, then, is look fear in the eyes.

Get to know it well, hold its hand, and take it with you on your journey.

You can’t fight fear, because fear is not the enemy.

Fear is just the helper.

Let the globe, if nothing else, say this is true:
That even as we grieved, we grew.
That even as we hurt, we hoped.
That even as we tired, we tried.
That we’ll forever be tied together, victorious.
Not because we will never again know defeat, but because we will never again sow division.

Amanda Gorman, The Hill We Climb.