Rules and Your Personal Brand of Leadership

Rules are an important component of leadership, and specifically, your style or brand of leadership. Rules provide the framework that guide our actions and decisions, offering a compass, especially when the path is darkest. They help you define your personal brand – what you’re about, and what you’re not about. Your rules can be uniquely yours. There’s no requirement for an exhaustive list of everything that is right and just in the world. They can be just a few rules that help you define your personal brand, that is, the sum of your identity…your style, your values, and your impact.

I recently engaged in a discussion on this subject with a group of accomplished young leaders who, notably, were members of the Boy Scouts from the Pathway to Adventure Council, Scouting America (greater Chicago area and NW Indiana), proudly achieving their Eagle Scout rank in 2023. Scouts inherently understand the significance of rules, encapsulated in the guiding principles of the Scout Oath and Law. For those unfamiliar with Scouting, attaining the rank of Eagle Scout represents the pinnacle of achievement, reflecting not only a dedication to leadership and personal growth, but also a commitment to service and the mastery of a wide range of skills. It's important to note that, contrary to the name, Scouting is inclusive, welcoming both women and girls, fostering a diverse and supportive environment for all participants.

Leadership Campout

During my visit with these new Eagle Scouts, I talked about rules and your personal brand of leadership in the context of a campout. The rules are the well-crafted itinerary – the guidelines that ensure everyone stays on the right track and enjoys a safe and memorable experience. Your personal brand is the unique campsite that you set up. It's the atmosphere you create, the way you engage with others around the campfire, and the lasting impression you leave. It is the essence of your presence, much like the ambiance of a great campsite that draws people in.

In this campout of leadership, rules and your personal brand work hand in hand. Rules provide the structure and safety net, ensuring everyone stays on the right path and the campout runs smoothly. Your personal brand adds the flavor and character. It is the storytelling around the campfire, creating a sense of connection among the participants. Rules are not constraints; they are the trail markers that keep us on course. Your personal brand isn't an accessory; it's the intangible element that makes the campout memorable.

Building Legacy: Rules, Code, and Personal Brand

Rules and an adherence to a code serve as the bedrock upon which leaders build their identity and their legacy. A well-defined code is your ethical foundation that not only shapes your personal behavior, but also sets the standard for others. It instills a sense of predictability, thereby inspiring trust and confidence. In essence, rules serve as the silent architects of a leader's credibility, integrity, and ultimately, the success of the endeavors they undertake. It is through this adherence to rules that leaders inspire others to emulate a higher standard, creating a ripple effect that transcends individual actions and propels the entire team towards excellence.

The rules that define your personal brand can be just as dynamic as you are. Your experiences are a portal into what defines you. I’ve made modifications to mine based on the context of my responsibilities, scope of my influence, and what I’ve observed – both good and bad. However, I do believe they should be rooted in something formative. My rules have lineage back to the Scout Oath and Law. And, as a U.S. Army Soldier for Life (i.e. a retired Soldier), I also cling to the Army Values and the Soldier's Creed.

My Rules (at least at this point in my leadership campout)

• Rule #1:? Never walk past a mistake.
• Rule #2: ?Take your job seriously, but don’t take yourself to seriously.
• Rule #3: ?People will forget what you say, they’ll even forget what you did, but they’ll never forget how you made them feel.
• Rule #4:? Do what your boss tells you to do – so long as it is ethical, legal, and safe.
• Rule #5:? Don’t be a jerk.
• Rule #6: ?Don’t be the problem – take care of yourself. You cannot lead if you cannot lead by example.
• Rule #7: Everyone deserves respect ... unconditionally. It does not need to be "earned".
• Rule #8: Be the best version of yourself.

So.....what are your rules?

Alex Fink is a proud Eagle Scout from 1984 and the father of two Eagle Scouts. He served as a Scoutmaster and Cubmaster for nearly 20 years and even has a dog named, “Scout”. He is a retired US Army Major General and is credited with modernizing the Army’s marketing capability and rejuvenating the Army brand with the launch of the iconic, “Be All You Can Be” campaign.