Leadership Dilemma: Sell the Sizzle or Serve the Steak?

Leadership styles vary dramatically. The styles can be defined, categorized, and even measured in many ways. One such way is to define a leader’s ability to be charismatic and charming their way through the day and situation. While charismatic leaders focus on creating moments of instant gratification—those "aha" moments that make their audience smile, clap, and cheer—others concentrate on building lasting change that profoundly transforms their organization, team, or industry.

While both approaches have merit, leaders must understand the difference and prioritize what truly matters for their organizations: sustained impact. Said differently, should leaders focus on "selling the sizzle" - creating quick wins and momentary excitement, or "serving the steak" - driving deep, lasting change and creating substantial value for the organization? This choice between the allure of the sizzle (momentary aha's) and the substance of the steak (enduring transformation) is more than just a matter of style—it's a fundamental decision that shapes the future of organizations and the people within them.

This article explores the concept of momentary "aha" moments (the sizzle) versus creating lasting change (the steak), argues why the latter should be the goal of every corporate leader, and examines how leaders can use both approaches to drive meaningful progress.

The Allure of the Sizzle: Momentary Aha's

The sizzle in leadership is the fleeting moments of inspiration or amusement that leave a lasting impression on an audience, team, or individual. These moments are often characterized by witty remarks, clever anecdotes, or captivating storytelling—essentially stealing the moment and leaving a sense of awe with the listener. While these moments can be exhilarating and memorable, they are often devoid of substance and lack the staying power to drive meaningful change.

In the corporate world, especially in tech, these often come in the form of charismatic presentations, catchy slogans, or innovative product demos. They're the stuff of viral videos and standing ovations at company all-hands meetings.

Steve Jobs was a master chef of sizzle. His product launches were legendary, filled with "one more thing" surprises that left audiences salivating for more. Think of his famous 2007 iPhone reveal when he told the audience, “Today, Apple is going to reinvent the phone.” The crowd roared, social media buzzed, and the world had its "aha" moment. While Jobs was undoubtedly focused on long-term impact, his ability to craft and deliver these momentary breakthroughs contributed significantly to Apple's cultural dominance.

But here’s the challenge: not every leader is Steve Jobs, and not every momentary "aha" leads to sustained change. In fact, the IT world is filled with examples of leaders who create a buzz with catchy announcements but fail to follow through with the same level of substance. Leaders who rely solely on these "aha" moments risk being remembered for their style rather than their impact.

The Power of the Steak: Lasting Change

In contrast, lasting change involves implementing sustainable solutions that have a positive and enduring impact on an organization. It requires a combination of vision, strategy, execution, and follow-through rooted firmly in the desire to bring positive change to the organization. Effective leaders are not content with simply inspiring their teams; they are committed to driving meaningful progress and creating a lasting legacy for themselves and their org. It's less glamorous, often involving hard work, persistence, and a willingness to face challenges head-on.

Satya Nadella's transformation of Microsoft is a prime example of serving a well-prepared steak. When he became CEO in 2014, Microsoft was seen as a lumbering giant, losing ground to more agile competitors. Nadella didn't just offer momentary sizzle; he drove a cultural shift that emphasized a growth mindset and collaboration. This change wasn't instant—it took years of consistent effort and leadership to cook to perfection.

As Nadella put it,

The culture of a company is not something you can change with a speech or a memo. It's a journey.

In other words, you can't serve a steak with just sizzle.

The Case for Serving Steak in Tech Leadership

In the IT industry, where innovation is constant and disruption is the norm, the temptation to chase the sizzle is stronger than serving the steak. Uniquely so, the technology industry is prone to frequent leadership turnovers. Leaders who change companies every three years are more commonplace here than in many other sectors. This allows leaders to sell the sizzle and not stick around to serve the much-needed steak. Dazzling the company, the team, and the board with a fancy new tool or technology or promise is all that they have to do. Delivery of the said technology or the repercussions of a potentially ill-fated sizzling idea is not their responsibility, nor will they be around to witness the aftereffects. Successful leaders are those that balance the aroma of innovation with the substance of sustainable practices and cultures to think through an idea and be around to implement, see it through, make the necessary course corrections, and reap the benefits for the organization.

Consider Amazon's leadership principles. While the company is known for its innovative products and services (plenty of sizzle), it's the consistent application of leadership principles like "Customer Obsession" and "Bias for Action" that has served as the hearty steak driving its long-term success. These principles aren't just catchy phrases; they're deeply ingrained in the company's operations and decision-making processes.

Jeff Bezos emphasized this focus on long-term thinking (serving steak) in his 1997 letter to shareholders, stating, "We believe that a fundamental measure of our success will be the shareholder value we create over the long term."

Pairing Sizzle with Steak: Using Momentary Aha's to Promote Lasting Change

While serving the steak should be the primary focus, the sizzle can play a crucial role in inspiring and energizing teams toward that change. The key is to use these moments strategically as appetizers or garnishes within a larger transformation journey—to capture attention, build relationships, and inspire action.

For example, a charismatic leader might use a humorous anecdote to introduce a complex technical concept, making it more accessible and engaging for their audience. Or, they might share a personal story to illustrate the importance of a particular initiative. By using momentary ahas to connect with their audience emotionally, leaders can create a more compelling and persuasive narrative to gain the necessary support to fulfill a larger transformative change or project.

A classic case in point comes from Satya Nadella. Nadella may not rely on flashy announcements, but he knows the value of a deeply inspiring message. At Microsoft's Build Conference in 2020, he delivered a memorable keynote where he said, “We’ve seen two years’ worth of digital transformation in two months.” This statement was an "aha" moment that captured the audience’s attention vividly. But behind the message were years of investment in cloud services, AI, and digital infrastructure that had set the stage for Microsoft’s massive success during the pandemic. Consequently, the "aha" moment was merely a gateway to the more profound, lasting change Nadella had already put in place.

Bottomline, it is essential to remember that momentary ahas can never be a substitute for substance or lasting change. The true test of leadership lies in the ability to translate inspiring words into tangible results and demonstrate lasting and tangible results for the org.

The Leader's Choice - Master Chef or Short-Order Cook?

In the world of tech leadership, the choice between selling the sizzle and serving the steak isn't really a choice at all. True leadership requires a commitment to enduring transformation, with moments of sizzle serving as seasoning for the journey rather than the main course itself.

As Reed Hastings, co-founder and co-CEO of Netflix, once said,

The best leaders figure out how to get great outcomes by setting the appropriate context, rather than by trying to control their people.

In culinary terms, great leaders create the right environment for a memorable meal, not just a fleeting sensory experience.

The tech leaders who will shape the future are those who can inspire with visionary sizzle while also rolling up their sleeves to do the hard work of preparing and serving the steak. They understand that real change isn't about a single moment of revelation but about the consistent application of principles and practices that transform organizations from the inside out.

Ultimately, the most powerful aha moment is the one that dawns slowly—the realization that day by day and decision by decision, lasting change has indeed taken hold. Microsoft's journey under Nadella's leadership is a testament to this. The company's market cap grew from around $300 billion in 2014 to over $2 trillion by 2021, not through a series of sizzling moments but through a sustained effort to change the company's culture and strategic direction—a perfectly prepared steak that continues to satisfy.

The tech leaders who will leave a lasting legacy are those who master the art of using the sizzle to draw people to the table, but ultimately, it's the steak they serve that will keep them coming back for more.