The Rally Cry of Leadership

What is a rally cry? Why does an organization need a rally cry? How do you go about creating a rally cry? Most organizations have a stated vision and core values which defines purpose, identity and mission. It helps the various stakeholders better understand the reason an organization exists. Generally an organizations vision and core values do not change much over time. It is meant to be a long term description of what is important or paramount to the organization. Some would define it as the DNA of the organization. The rally cry is short term in comparison. It is the call to action to address a cause or thematic goal that an organization needs to rally around for a specified period of time. Typically for six months to a year.

How do you go about creating a rally cry? It starts with the senior management of an organization. The issue and desired result must be well defined and communicated with a sense of importance, urgency and passion. The call to action must come from the highest levels of the organization so that it is taken seriously. Some organizations establish a thematic goal which defined is ‘a single, qualitative focus or rallying cry that is shared by the entire leadership team and ultimately by the entire organization’ . The thematic goal and resulting rally cry must permeate the daily activities of an organization via one on one conversations, team meetings, etc. It must become the focal point, the primary priority of all employees.

Why does an organization need a rally cry? Usually to address a critical issue that the organization is facing. It could be the result of competitive threat, a change in the economic climate, a regulatory or legal action, a high profile and/or high cost product issue, etc. There is a higher likelihood of success, i.e., a lower cost, higher revenue, etc. if the entire organization comes together as a team to focus on the most critical issue or opportunity facing the organization.

What are the primary benefits of a rally cry? There are too many to list; however, here is my short list of six:

Encourages employees and teams to take ownership for problem resolution
A rally cry in effect engages the organization and keeps employees focused on what is important….achieving the thematic goal

Provides employees with a greater sense of purpose resulting in improved job satisfaction and reduced turnover
Everybody wants to feel as if what they do matters. Can you imagine the possibilities if everyone in the organization believed that what they do makes a difference…provides added value to the organization

Encourages employees to cross over departmental boundaries (Create a cross functional environment)
Communication and team spirit is so much better when employees take the time to build relationships with co-workers they do not work with everyday – Other departmental employees become an ally and not viewed as a roadblock or the enemy. It is difficult, if not impossible, to remain insular when the entire organization has been called to action by a rally cry

Avoids or minimizes turf battles and individual agendas
Unfortunately it is our human nature to become overly focused on ourselves, our departments, our goals, etc. This is especially true in organizations where employees are not encouraged to be team oriented and cross functional in their approach. Turf battles and individual agendas create adversarial relationships, negatively impact communication and blind employees from seeing the bigger picture (The macro view)

Creates a culture that embraces team building
Each and every individual in an organization needs to be encouraged on a regular basis and affirmed for the accomplishment of performance metrics, leadership and behavior which reinforces organizational values, etc. It is also essential to recognize and reward teams that exceed expectations and exhibit behavioral characteristics which are consistent with the cultural values of the organization

Creates a winning environment that is team oriented (Winning together)
Organizations exist for many reasons. A corporation; for example, exists in part to create/build shareholder value. Winning in the marketplace is paramount to the long term survival of a corporation. Winning must be viewed as the responsibility of both individuals and teams. An organization will not succeed if its employees or members are not working together for a common purpose or objective

Organizations face important crossroads on a fairly regular basis. It could be an incredible growth opportunity; it could be a need to radically downsize due to a decline in revenue, or some other mission critical initiative. Does it make more sense to do business as usual or to establish a rally cry; a thematic goal that everyone in the organization can rally around? Ignite the passion from within your organization and see what your team can do. I believe you may be very pleasantly surprised at the outcome.

Copyright © 2008 Dan Capener

Dan Capener is an accomplished writer, speaker, and senior manager having worked for companies such as RCA, GE, Whirlpool Appliance Corporation, and Jacuzzi Whirlpool Bath. Feedback regarding this or other articles can be addressed to; dcapener@sbcglobal.com

Article Source: http://www.leadershiparticles.net

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