Brand U leadership often surfaces in battle where the consequences of poor judgment are fatal. But, can an extraordinary Brand U make a difference in a business organization or a team? Studies continue to indicate that leadership is often exemplified in teams and small organizations. For example, small product development teams have developed breathtaking products, project teams have constructed wonders of the world, and small combat teams have changed the outcome of battles and even wars. In these instances, the Brand U leader’s personality had a dramatic impact on organizational performance.
A simple business example also illustrates the power of Brand U leadership. The captain of a fishing vessel can be a leader who makes a noticeable difference. A fishing vessel is a unique environment. It’s a mobile small business whose success is determined by its catch of fish. It’s isolated from many influences. It’s self-contained and can be studied. One study found that 40% of the variation in the herring catch among boats in the country’s fishing fleet depended on the personality of the captain. A similar survey of top US and Canadian companies concluded that 15 to 25% of the variation in a company’s profitability was directly due to their chief executives.