In a recent enlightening conversation between Stephanie Mehta, CEO and Chief Content Officer of Mansueto Ventures, and Darren Ashby, Chief Impact Officer of consultancy businessfourzero, the focus was squarely on the often overlooked but critical aspect of business leadership – the “how.” Ashby, co-author of “Every Team Actually Doing Business Better,” emphasizes the need for leaders to concentrate on specific behaviors that drive the execution of strategies and shape organizational culture.
The Power of Impactful Behaviors
Ashby highlights that while many companies have established codes of conduct to ensure fair and inclusive treatment, leaders should dig deeper into the specific behaviors that can propel their businesses forward. For example, in the case of IHG Hotels and Resorts, known for brands like Intercontinental and Holiday Inn, Ashby recounts their transformative journey. Despite having a clear purpose centered around “true hospitality,” IHG lagged behind competitors Hilton and Marriott in market share. Businessfourzero collaborated with IHG to identify key behaviors—Talk straight, move fast, think return—that would refocus attention on the core needs of the business.
Being Brave for Transformation
According to Ashby, the challenge lies in leaders having the courage to focus on a concise set of behaviors that can be embraced by everyone in the organization. This, in turn, raises the ceiling for the entire team, fostering inspiration and a commitment to excellence. While the concept may seem straightforward, Ashby underscores that initiating change in leadership teams, shedding negative behaviors, and adopting uncomfortable ones that spur growth demands bravery.
The IHG Success Story
Despite the challenges, the impact of such leadership focus can be profound. At IHG, the emphasis on “move fast” prompted teams to identify real barriers to speed, leading to practical solutions such as streamlining decision-making, reevaluating risk, and learning from failure. The outcome was a remarkable surge in new brand openings and a doubling of the rate of room openings—the fastest growth in the industry.
How About You?
Mehta invites readers to reflect on Ashby’s perspective and share their experiences with the “how” in business. She encourages leaders to consider the importance of behavioral change, asking, “Do you agree with Ashby’s assessment that the ‘how’ can be as important as the ‘why’ in your business?” Mehta invites readers to share their stories of successfully guiding employees through behavioral transformations at stephaniemehta@mansueto.com, offering an opportunity to showcase these experiences in a future newsletter.
Photo: Unsplash
