It’s a privilege to have worked with organizations across such a wide range of sectors. Over time, we’ve noticed a recurring theme: leaders are directing their energy to all the wrong places instead of maximizing their impact by investing in their people–all to the detriment of their business.
Too often, the focus is on short-term gains, immediate results, or superficial branding efforts, while neglecting the core engine of any successful brand – its people. This oversight is not just a missed opportunity; it’s a strategic error that can lead to stagnation and decline. In our experience, the most successful organizations understand that their strength lies in their team. They recognize that a truly powerful brand is built from the inside out, starting with the people who bring it to life every day.
We propose four solutions:
- Define your brand. Start here, with a strategic lens, and everything else will fall into place. Strategy + clearly defined brand = growth. Strategy first, always.
- Invest in your brand/people. Establishing clarity around your organization’s purpose and value proposition is key, and helps attract the right people to your team. Ask yourself: how are you poised to help co-create their success? And in turn, ask your people for their input, and to help plot their growth paths–and then stop talking, and listen to what they have to say. We’ve seen a weakness in current leadership: leaders don’t trust themselves enough to trust their teams. Employees should feel empowered to propose ideas and solutions, and it starts with leadership allowing themselves to be receptive to input from their teams. Equip your team with the tools for success, and then get out of the way.
- Focus on Employee Well-being. Our people are our greatest asset, and their well-being is paramount. Investing in mental health initiatives, work-life balance, and career development isn’t just good ethics; it’s smart business. A healthy, happy team is a productive, creative team. This focus on well-being should manifest in tangible programs and initiatives – from mental health days to professional development opportunities. When our people thrive, our brand thrives.
- Embrace change. Change is strategy, and it’s not always about turnover. Consider changing your perspective as a leader, changing the conversation, changing the seats at your table. Identify opportunities for change, and then get to work, as a team. Of course, sometimes the only right choice is to make a staffing change. It’s okay to admit that it’s uncomfortable – and – acknowledge that your responsibility is to act in the best interest of your team and your business. Learn to sit and sink into your discomfort. That’s where you’ll find progress.
The challenges faced by many organizations today are not insurmountable. By investing in people and by embracing change rather than fearing it, organizations can overcome stagnation and set themselves on a path toward growth and success.
So ask yourself: who is one person on your team that deserves a conversation with you? Don’t put it off. Start the conversation and be ready to listen. Take a close look inside, and at your team, and then ask, “How are you going to change the world?” It’s time to move forward with courage and conviction.
Justin Bieganek is the founder + brand advisor for Mercury Creative Group. Avi Olitzky is the president and principal consultant of Olitzky Consulting Group.
