But I discovered both in giving the talk and talking to Sameer from the Sydney Dental Hospital afterwards that brand leadership, integrity and engagement has a big impact in the public service too.
Sameer told me a story about a client who came into his surgery after he'd had what felit like an intense period of putting out fires and said 'Sameer, why are you so agitated?'
You see, Sameer's not much different than many of us. He'd found himself burdened by a couple of clients who've been especially vocal with their complaints (remembering that this is public health and many of these people are disadvantaged and they've been on a long waiting list). Now from what I see, Sameer cares about his work very much. However, in his caring he focussed on the clients who were giving him grief and started double guessing all his other clients, hence becoming defensive.
But this client stopped him short with her words, 'Sameer why are you so agitated?'
When he told her about the other clients, she said 'Sameer, I've had the same thing happen, and I can honestly tell you that it's only 10% that don't appreciate us. Don't let the minority become the majority.'
It was a turning point for Sameer. He realised the cycle had to stop, and he was the one who had to change or he was in danger of alienating the 90%, the majority.
He took a pro-active apporach to putting out fires before they happened and put systems in place for his staff to do the same. Their KPI's soared and his region now has highest client satisfaction rate and in turn, happier staff, which has led to even happier clients. I dare say it puts them in top position for funding, new equipment and greater resources too.
Focus on expanding the good in your business, your people and yourself. Let the rest slip away.That's creating your own brand leadership.
To your success
Michael Neaylon
Author of the book, True Brand Toolkit: How to Bring in Big Money for Your Small Business.
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