Leaders lead, and leadership by example is the best technique as proven for thousands of years. No great leader has ever been a disciple of “Do as I say, not as I do.” Over and over again in the study of leadership, it comes out. The greatest leaders are those having volunteer followers. Inspiration through example moves people to follow more effectively and for longer duration than anything else.

Inspiring and influencing others to follow voluntarily is leadership in its purest form.
Of course, there are other forms of leadership such as totalitarian authority, positional, monarchical, or elected majority and so on, but in the operation of a highly effective and long term successful company, volunteer followers are what we need, not slaves, serfs, or robots.
Probably the antithesis of the type of leaders we are striving to illustrate would be the army which is based upon positional authoritarian leadership. There is no choice given to the followers, it’s either obey or be punished. The leaders are identified by their title and it alone qualifies them to direct, give orders and make decisions.

Jesus might be the greatest example of a true leader. He had no title or position, no real power other than truth and example. He led by example and the power of His vision.
Ghandi is another example of a basically powerless man who is acknowledged to have been a great leader who influenced by example.

In our companies, we are the leaders. We have a title which demands respect and we can utilize the army model of chain-of-command leadership and management if we choose to do so. Most companies do but most of the best companies do not.
In today’s world, and, seemingly even more so, tomorrow’s’ high performing companies use a different style. Modern leaders will be more like Jesus than Patton.
Influence will be more effective than positional power and developing the ability to be an effective influencer is key.

To close our time today, let’s hear the famous poet Edgar Guest as he says:

I’d rather see a sermon than hear one any day,
   I’d rather one should walk with me than merely show the way.
The eye’s a better pupil and more willing than the ear;
   Fine counsel is confusing, but examples always clear;
And the best of all the preachers are the men who live their creeds,
   For to see the good in action is what everybody needs.
I can soon learn how to do it if you’ll let me see it done.
   I can watch your hands in action but your tongue too fast may run.
And the lectures you deliver may be very wise and true;
    But I’d rather get my lesson by observing what you do.                              

For I may misunderstand you and the high advice you give,
   But there’s no misunderstanding how you act and how you live.

 “If the circus is coming to town and you paint a sign saying “Circus coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.”

  While humorous, the above quote captures the reality for many of us with respect to marketing… so many words, but so little understanding, focus and disciplined application. Although few business owners and CEOs imagine themselves to be topnotch ‘marketers,’ marketing is merely a broad banner flying over several fairly straight-forward business responsibilities. Getting a handle on a few key aspects of marketing – out of the continuing barrage of supposedly indispensable ‘new’ ideas pushed by consultants and business writers – will serve us well in building a growing enterprise.

So, What is Marketing?

 Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. It (1) identifies unfulfilled needs and desires, (2) defines, measures, and quantifies the size of the identified market and its profit potential, and (3) pinpoints the market segments that the company is capable of serving best, and it designs and promotes the appropriate products and services.

  Based on this definition, marketing clearly isn’t solely the responsibility of a specific department or key supplier, but rather an integrated subject requiring top management leadership and company-wide team effort. Marketing involves thoughtful strategic planning based on an accurate understanding of current capabilities and marketplace opportunities, on-going customer feedback and analysis of market trends, and a variety of ways to communicate to and stimulate target markets to spur profitable sales growth.

   Is improved marketing on the mind of the typical Christian business owner? In a recent nationwide survey of C12 members, improved strategic planning ranked as the single most pressing identified need (with 98% expressing current interest) from among a list of 19 specific business skills!

  In classic marketing lingo, once we’ve identified and analyzed the various market segments, strategically selected our target market segments, and considered how to best position ourselves to that target, we establish the optimum ‘marketing mix’ for each of our offerings by selecting the ideal set of choices from among ‘the four Ps’:

Product: the good or service that is designed, produced, and offered for sale

Price: the cost or exchange required for the customer to obtain our product

Place: marketing/distribution channels where our product is available

Promotion: encompasses all sales communication aimed at creating awareness and attraction, including advertising, selling, sales promotion, merchandising, and public relations

 Marketing Consistent with Our Purpose and Values

 Before we leave the subject of marketing, let’s talk briefly about shaping our marketing messages consistent with our stated purpose and core principles as Christians. It’s so easy to fall into the typical advertising appeals and positioning statements of our times which appeal to human vanity and idolatry. As ambassadors of Christ, our focus should be on excellence in our service to others, while avoiding manipulation, exaggerated claims, fleshly appeals and deceptive offers that would do damage to our testimony and harm those we are privileged to serve. Marketing messages that are excessively self-congratulatory or feed ungodly desires, behavior, or thinking should be avoided. We should aim to point others to God’s best and highest purposes with trustworthy, best-in-class service of their legitimate needs in a manner that honors God, is family friendly, and encourages the eternal perspective. As Jesus said, “How can you believe if you accept praise from one another, yet make no effort to obtain the praise that comes from the only God?” (Jn 5:44).

 At the end of the day, excellent marketing is an expression of stewardship of the company He has given us to run for Him!

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   Throughout Proverbs there are many themes which are repeated for emphasis and presented in different ways to help us see their application more clearly. Examples of this repetition technique are seen in the warnings given across such disparate areas as: the folly of disobedience, sexual sin, rash speaking, laziness and the dangers of debt. The book breaks into 31 chapters, which makes it very suitable for a monthly ‘chapter-a-day’ study. In fact many believers have made it their practice to continuously read through the Proverbs this way for months or even years at a time, employing the repetition technique in their desire to hide these truths in their heart. When such a daily practice is undertaken for any sustained period of time Proverbs’ recurring themes become clear.

A Theme Intended to Get Our Attention

  One theme that is of particular interest to those of us called by God to lead businesses is the call to look for counsel. Counsel in this context means meaningful advice. The most cursory scan reveals more than 20 references to this topic within Proverbs. Here are just a handful:

“A wise man will hear and increase learning, and a man of understanding will acquire wise counsel.” Pr 1:5

“Give instruction to a wise man and he will be wiser still.” Pr 9:9

“Where there is no counsel the people fall; but in the multitude of counselors there is victory.” Pr 11:14

“The way of a fool is right in his own eyes, but he who heeds counsel is wise.” Pr 12:15

“Poverty and shame will come to him who disdains correction, but he who regards reproof will be honored.” Pr 13:18

“Without counsel plans go astray, but in the multitude of counselors there is victory.” Pr 15:22

“He who isolates himself seeks his own desire; he rages against all wise judgment.” Pr 18:1

“For by wise counsel you will wage your own war; And in a multitude of counselors there is safety.” Pr. 24:6

  These are just a fraction of the many Biblical examples exhorting us to pursue counsel which we could cite. The clear emphasis of God’s Word in this particular area needs to be taken seriously and soberly. We truly disregard it at our own peril.

  The reason we need wise counsel is that it is so hard to know our own hearts. The Bible says it this way: “The heart is deceitful above all things and desperately wicked; who can know it”? (Jeremiah 17:9) The innate ability to deceive ourselves is resident in every one of us. As humans, self-justification comes as a part of the package. We are able to justify almost anything we want when we are left to our own devices. There is no doubt about it…we need help and protection in this area!

  Of course it isn’t only counsel per se that we need. We need Godly Counsel, God’s very truth and wisdom for application to our life. There are many possible sources of counsel but they are not all equally valuable. In fact, some counsel can be terribly harmful and, in fact, devastating to us. In our culture there are many, often attractive, sources of ungodly counsel. We may not realize it but the devil often works his distractions from God’s purpose for our lives through the suggestions or counsel of other people. Counsel that will be truly helpful to us and guide us into the things of God must originate in the heart of God. Many will speak to us, but not all are of God. It makes an enormous difference whom we seek out and listen to. Ideally, seek unity of response from a number of trustworthy Christ-centered advisors when dealing with important issues.