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Bush-whacked
Fred, ever able to quote some sage, but mostly unable to remember the name, commented that "the art of being a leader is to have an opinion and the ability to sell it". It seemed to fit the bill well, we agreed.
The easy route to power and fame, every politician's purpose and desire, is to find out what the populace wants and then just promise that they will get it. The voters will follow like sheep. In terms of the definition, this is not "leadership". Having an opinion, which is unpopular, and then marshalling people to accept it is what leadership is about. So we agreed, Bush had no opinion - he just mirrored popular opinion. He followed, he did not lead. "Leadership" as opposed to "followship". And that is why we feared for the future.
In following popular opinion he also tapped into the baser instincts of the American populace. The common fear of "enemies" (real, imagined or invented) is a very old and powerful rally call for any politician. Hitler blamed the Jews and Verwoerd had "die swart gevaar". Mbeki seems to be leaning towards white racists.
On the other hand, and closer to home, Mandela, despite all the ammunition of his personal incarceration, the horror of apartheid and the loss of the lives of his friends and comrades in arms, was able to find a new "opinion" of forgiveness and reconciliation. The entire world hails him as a leader and statesman because of this. He allowed us to feel good as South Africans, because hope, not fear, was in the air.
Politicians now routinely harness the art and science of Advertising to package their messages, to put a popular spin to their appeals
True leaders in the advertising industry can be judged on the same criteria. Those that allow their creative teams to "give their clients what they want" are following not leading. Advertising that taps into the baser human instincts is worse. It is of course more difficult to find the relevant campaign idea, which is at the same time, unexpected. Great leaders know what is relevant and often their solutions are very unexpected. So too in advertising.
To lead takes courage. And yet we are cursed with so many leaders who are just followers, not only in politics, but in advertising as well.
About Fred Says...
With piercing blue eyes, a full set of clean underwear, his own hair - although it's mostly on his manly chest now - and stealth-like in his entry into his favourite bosveld watering hole, 'FRED' is clearly a legend in his own laager. An insider with so many years experience in the industry that he's forgotten where time began and advertising ended, he will be writing for Bizcommunity.com weekly to bring us the industry news you thought was safety swept under the rug, lurking there with the rest of South Africa's scandals and dirty laundry! If you dare, all correspondence with Fred can be sent via the editor@biz-community.com!