The One Word that Defines Great Leaders and Brands

Jack Welch sat at the helm of General Electric from 1981-2001. During this 20-year period, the former CEO and Chairman of the Board, oversaw a 4,000% increase in the company's value. That's unprecedented growth by any measure.

Needless to say, a person with Welch's experience likely has some interesting things to say, and, in typical Boston style, he shares his thoughts in a direct, blunt, and unapologetic manner.

In talking about characteristics of great leader, Welch discusses the need for passion, energy, and a number of other important attributes. The one that resonates with me most, is the need for edge. This is the willingness to green light an idea, project, plan, etc., or, arguably of greater importance, the strength to say 'no' and kill something.

In all sincerity, 'no' is a word that many leaders and brands struggle to say. Instead, they send out soft yes signals (e.g., "That's interesting, let's revisit it next month.") or they agree to move forward with an idea in a halfhearted manner out of fear of making a decision or in an effort to please others.

Consider this reality:

There are more good ideas than you and your organization have the capacity to accomplish. 

When it comes to building a winning team or a strong brand, it's paramount to decide what tradeoffs you are willing to make.

By saying 'yes' to one opportunity, you may miss out on something better, more fulfilling, more accurately aligned with your goals, etc.

To do this successfully, you must learn to say 'no' to good ideas - even great ideas at times.

Let's face it. This is one of those idea that reads easy, but is difficult to execute. In fact, most of you who read this will likely nod your head in agreement, even tell yourself and others that you don't violate this concept. Then, in your next meeting, you sign your team up to chase 5 more good ideas.

Don't believe me?

Take a look around at the coffee mugs, posters, ball caps, t-shirts, and other artifacts of defunct initiatives that are collecting dust. These items serve as reminders of the ideas we halfheartedly pursued, abandoned when times get tough, or simply failed to accomplish because the needed effort wasn't employed.

Whenever you are about to fall into this trap, remember that great brands learn to say "no" to good ideas. In fact, they learn to say "no" to great ideas, so they accomplish with excellence whatever they chose to tackle.

We say no to good ideas every day. We say know to great ideas. Therefore whatever we choose to do, we put tremendous energy behind it. - Tim Cook, Apple CEO

My hope is that these words will be of use to you. I wish you all the best as you develop your team, define your company, or grow your brand.