Five business leaders you should know

Fredrick Herzberg, Steven Covey, Malcolm Gladwell, Napoleon Hill and Charles Handy.

It is difficult to narrow the choice down to just 5 individuals, but I have chosen Fredrick Herzberg, Steven Covey, Malcolm Gladwell, Napoleon Hill and Charles Handy as the most significant mainly because of the influence they have had on others and because of their timeless relevance.

Herzberg I believe has had the most significant impact on organisations’ approach to motivating their staff and indeed his concepts are as relevant now as they were over 50 years ago. Nowadays we hear a lot about employee engagement and this is pure application of Herzberg’s principles and a recognition that those who feel more part of an enterprise and who have more control over their work are likely to perform better and make a bigger contribution.

Like Herzberg, Napoleon Hill is another business thinker who continues to have a great relevance to contemporary business life and it is easy to spot the influence he has had on others such as Covey  and Bandler and Grinder’s work on NLP.  The psychology of intention and outcome is fascinating and many successful entrepreneurs and business leaders have recognised their achievements have resulted through applying the right mixture of desire, hard work, visioning and tenacity. His principles are applicable to people at all levels and not just the aspiring Richard Branson’s of the world. Fundamentally they can help anyone to fulfil their potential if they know what drives them and what they want in life and if they are prepared to work hard for it.

As a journalist, Malcolm Gladwell’s is an observer rather than a theoretician but nonetheless, many of his observations especially in his books ‘Blink’ and ‘Tipping Point’ are having a significant influence on business thinking in the C21st. Tipping point provides a robust and practical guide to building brands and creating recognition in a world where there is exponential growth in the competition for attention. Blink highlights the importance of authenticity of leaders in business and the need for behaviour to be linked to beliefs and values.

Stephen Covey’s work ‘Seven Habits of Highly Effective people’ has created a universal framework for much of today’s senior management and leadership development. Although criticised by some as pure common sense, Covey’s work has provided millions of people with a roadmap which reminds us that excellence and success is not an act but a habit.

Charles Handy has been an important figure in how we view work and our relationship with employers and his publication the ‘Future of Work’ was prophetic. Employment no longer means joining a company for life and the relationship between employer and employee has become economic rather than paternalistic. People now need to manage their own careers and there are no jobs for life. Some feel this is a step backwards but Handy’s concept of Portfolio Careers argues that this creates opportunity for people to take more control of their destiny and fulfil more rewarding careers whilst organisations benefit through having a more flexible workforce which can adapt quicker to change.  

John Maxted, founder of international HR consultancy Digby Morgan (which he sold in 2011) is a consultant and non-executive director. He is a contributor to Business Gurus, published by Crimson Publishing, www.crimsonbooks.co.uk

Malcolm Gladwell, Photograph: Getty Images

John Maxted, founder of international HR consultancy Digby Morgan (which he sold in 2011) is a consultant and non-executive director. He is a contributor to Business Gurus, published by Crimson Publishing.

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA