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11 Distinguishing Characteristics
Leadership Perspective
14 Standards for Success


1. Attack problems immediately. They won't disappear if ignored.

2. When you make a mistake, admit it quickly. Then it will be forgotten quickly.

3. If you don't have a point of view, keep quiet. But if you are quiet all the time, you'll be in trouble.

4. If you don't know the answer, admit it.
Don't bluff. Nobody knows everything.

5. Tell clients what you think; not what they want to hear. You won't win a client over by moving to the client's side of an argument. If the client convinces you, however, accept the client's point of view.

6. When you disagree, criticize the work, not the author. Then your advice will be heard, and you'll keep a friend.

7. When a better idea comes along, bring it to the client. Even if it's the 11th hour, the client will respect you.

8. Don't put down agency colleagues. With a client. With suppliers. With other agency people.

9. Don't be bashful about asking clients for more work. If you don't ask, you don't get.

10. Take ownership. Never assume something will happen; make sure it does. Be proactive.

11. Remember that perception is reality.
Even if you're right, if the client thinks you're wrong, you're wrong.

12. Stay in their faces. Clients love it when we care about them as people. Build personal relationships with them and they'll become loyal supporters.

13. Speak for the agency; not for yourself.
Your clients assume you speak for the agency, so make sure you do.

14. Learn to sell. Ours is a business of persuasion, so writing and presenting well are essential. These traits are acquired, not inherited. Practice!