100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 62

Here’s today’s Leo:

I have always taken the attitude that no account is a ‘problem account’ but that all accounts have important problems attached to them — that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it.” — Leo Burnett

One of the exciting things about working at Microsoft right now is that we’re changing from a bunch of “know-it-alls” to a bunch of “learn-it-alls.” And let’s face it — no one like a know-it-all. It’s all based on a couple of books and Satya’s general worldview.

The first book is called “Non-violent Communication” by Marshall B. Rosenberg, PhD … and it is the first book which Satya recommended we all read when he became CEO. Non-violent Communication, or NVC for short, is a Gandhi-esque approach to resolving conflict and having difficult conversations. It starts with Observation (with a goal to Understand); Feeling (what emotions are driving this conversation); Needs (what human needs are we both trying to fulfill); and a Request (would you do this for me to resolve this situation). It’s crazy powerful — I am a student of NVC … frequently failing, but also occasionally soaring to heights I would not have thought possible. If you interact with humans, it’s a must-read. Here’s the summary from Amazon:

What is Violent Communication? If “violent” means acting in ways that result in hurt or harm, then much of how we communicate—judging others, bullying, having racial bias, blaming, finger pointing, discriminating, speaking without listening, criticizing others or ourselves, name-calling, reacting when angry, using political rhetoric, being defensive or judging who’s “good/bad” or what’s “right/wrong” with people—could indeed be called “violent communication.”

What is Nonviolent Communication? Nonviolent Communication is the integration of 4 things:

Consciousness: a set of principles that support living a life of empathy, care, courage, and authenticity
Language: understanding how words contribute to connection or distance
Communication: knowing how to ask for what we want, how to hear others even in disagreement, and how to move toward solutions that work for all
Means of influence: sharing “power with others” rather than using “power over others”

Nonviolent Communication serves our desire to do three things:
1: Increase our ability to live with choice, meaning, and connection
2: Connect empathically with self and others to have more satisfying relationships
3: Sharing of resources so everyone is able to benefit

“Nonviolent Communication shows us a way of being very honest, without any criticism, insults, or put-downs, and without any intellectual diagnosis implying wrongness.” — Marshall B. Rosenberg, PhD

The second book is call “Mindset: The New Psychology of Success” by Carol S. Dweck. PhD. This relates to today’s Leo — the power of mindset is becoming increasingly obvious. A recent study found that the one common element amongst successful entrepreneurs and business leaders was … you guessed it … a positive outlook. That was it. The only common element. Here’s more on “Mindset” from Amazon:

After decades of research, world-renowned Stanford University psychologist Carol S. Dweck, Ph.D., discovered a simple but groundbreaking idea: the power of mindset. In this brilliant book, she shows how success in school, work, sports, the arts, and almost every area of human endeavor can be dramatically influenced by how we think about our talents and abilities. People with a fixed mindset—those who believe that abilities are fixed—are less likely to flourish than those with a growth mindset—those who believe that abilities can be developed. Mindset reveals how great parents, teachers, managers, and athletes can put this idea to use to foster outstanding accomplishment.

In this edition, Dweck offers new insights into her now famous and broadly embraced concept. She introduces a phenomenon she calls false growth mindset and guides people toward adopting a deeper, truer growth mindset. She also expands the mindset concept beyond the individual, applying it to the cultures of groups and organizations. With the right mindset, you can motivate those you lead, teach, and love—to transform their lives and your own.

I tweeted a great article from Inc. on the cultural transformation which Satya is driving — check it out:

#madmen #advertising @LeoBurnett #LeoBurnett #NVC #Mindset

Continue to Day 63