There are designations of a team leader, a departmental manager, general manager that can be considered as managerial roles. Further a teacher, parents, coach are some of the influential characters in our lives who lead us to achieve goals of life. Moreover, there are instances of national and international leaders who have been helping us to understand the true meaning of leadership. The concept of leadership and management is wide and multi layered. There are fundamental differences between these two concepts: leadership and management. Whereas management is a set of procedures structured for an organisation to solve issues and to accomplish desired goals, leadership leads towards attaining vision and mission of a certain organisation. However, in a corporate environment, the interpretation of leadership is different from a military situation yet both of the sectors have several similar points to agree with.
While applying for a job it is not appropriate to introduce yourself as unexperienced. Other than professional experiences, we all have faced several leadership situations in our life other than a job-based responsibility. My experience of being a state-level basketball player can be regarded as leadership experience too. Sportspersons know teamwork well and structure the activities according to goals. Besides, before joining as a professional advertisement writer I used to be an intern at one of the eminent advertisement agencies. Practical knowledge helps to create a good impression in entry level. As I had prior knowledge of the work, I used to solve small queries of new joined employees who faced confusions while working with advertisement or web designing skills. Managers were helpful towards me and I learnt how to be supportive and take small initiatives to solve the everyday issues. Helping team mates and create positive environment can be regarded as leadership attributes.
After working for one and half years, when I was promoted with the additional responsibility of offering training to five people and to make them efficient for the company needs, I realised this is going to be an opportunity of learning various means of leadership precisely. While leading a small team I have learnt four basic attributes of a leader. A leader does not only instructs or consults with the seniors every time when there is a crisis. Instead, with the help of creative and professional skills, try to solve problems first. In order to deliver any kind of bad news or to overcome team hurdle I have a habit of conducting urgent meetings every week to maintain the synchronisation of team. These kind of small management opportunities are best to represent skills in front of managers. Next, I have been promoted with responsibility of team leader after one more year. Maintaining the old technique of creating team unity and understanding, in a crisis, I like to consider their ideas, opinions, concerns and suggestions as well. This process has been helping me to come into a conclusion for solving issues.
Seeking help from immediate superior is wise whenever confusion occurs. I have realised from my prior experience that maintaining strong relationship with team members and encouraging them to achieve both the shared and individual goals are strength of leadership and management in a corporate scenario. The detail knowledge of teammates’ expertise would help to allocate tasks with more perfection. Professionalism is important in terms of punctuality, efficiency, ethics and understanding teammates as employees would learn from their managers. As a leader, I realised, if I suggest team members to attain training and workshops for developing soft and interpersonal skills it will be beneficial for both the company and employee. I felt motivated when my trainees delivered better performance after completion of the internal skill development programme. Therefore, I have learnt in my working career that taking initiative, ability of solving problem, responsible behaviour, strategic vision and experience or ability of learning from everyday challenges are some of the essential attributes of leadership and management.
There are five basic attributes of military leadership. They always prioritize today and considers yesterday as easy because it is over. That is how they try to overcome with fatal consequences of war. Before, leading a team with high cultural diversity and perception a leader must redefine values of his own first. Journey towards perfection never ends, therefore, military leaders influence the troop to become better version of them and consider it as a continuous process. Being humble and trying to develop skills can be regarded as essential qualities of a military management and leadership. The concept of leadership carries same meaning in both a military situation and general industry yet differences are identified in the way militaries execute things. In both the field managers need to understand differences within human resource as expertise and point of motivation varies from person to person. Difference is, whether general business focuses on market study; militaries do battlefield analysis. Business needs market study to predict the profitability and it turns out to be successful mostly. According to military approach, things do not go as per planning therefore regular extensive training is required, which is not possible to arrange in business industry that frequently. While making a decision the leaders evaluates everyone’s individual opinion before making final call. In a multinational business industry it is difficult to execute yet some of the leaders consider several opinions before stating decisions. The intensity of stress is much higher in military profession. Both the industries work by planning, setting objectives yet the area of execution is entirely different.
Recognising the increased trend of social media advertisements, I have proposed a change, which must be instigated by the company in near future to keep a balance with 21st century business environment. Considering the trend of adapting virtual marketing to approach wider range of audiences, it will be beneficial for our company if it would start exploring the opportunities of being a part of companies’ digital marketing strategy. Businesses use a variety of modes to display advertisement over social media, paid search and many more digital platforms. In order to circulate product information efficiently and in a cost effective way businesses have opt for social media marketing to appeal new customer base, retain the existing consumers, increase the percentage of their revenue. Therefore, I have proposed to move forward with the objective of approaching the virtual world of advertisement. Besides, producing advertisements for television and print media, the industry of social media is advertisement is the most promising in terms of profitability. In order to propose the change I invited both the operational managers and departmental heads in a meeting. Frequently, managers come across with various ideas regarding changing or developing business from executives. Therefore, to make the idea acceptable in front of seniors, it must address WIIFM feature. With the purpose of initiating a change, leaders generally make mistakes by only announcing the change with help of executives. They must realise unlike them superior managers are not familiar with its logical aspects. Therefore, it is important to make them understand the feasibility of proposed plan of business.
The concept ‘what’s in it for me’ is process of presenting value of some product, service or idea. The presentation will be successful if managers feel my idea feasible enough and whatever idea I am offering is worth their monetary resource and time. It is not biased to ask for profitability as it is going to serve business objectives of a certain organisation. I have thought for proposing a change to include a different culture in workplace and bringing some better ways of gaining revenue. Whereas, change is about adopting new roles and responsibilities transition plays with people’s psychology. It is considered as a phase where people slowly adopts with the ideas of proposed change. The success of the proposed plan is dependable on organisation’s understanding of its potential. In the due course of proposing the plan, I must ensure better communication as well to make every stakeholders of the organisation aware of the upcoming change. While listening to presentation WIIFM feature is difficult to address because I am presenting an idea to the most experienced officials, which means they have extensive knowledge on that particular field. It is easy to convince those who do not have much knowledge in it, as they would depend on my presentation only. However, who knows every aspects of a particular concept, convincing them is difficult, as superiors will ask questions if they find any loopholes. It would be better to share the plan with seniors as they can suggest ideas to make it better and contemporary.
After presenting the proposal and receiving approval of senior management, the next part is successful implementation of the plan. Moreover, framing strategies and engagement is necessary to implement the idea into reality. Engagement of the efficient workforce and monetary resources to increase the trustworthiness of the plan is essential. It is known to all that, sustainable business operations consistent development of industrial resources are crucial to accomplish organisational goals in long term. Along with presenting an idea for change, it must be evaluated by supervisors in respect to strategic asset and budget management plan. However, it has been observed even after investing all necessary resources a feasible plan fails at times. According to my learnings and experience, having a new business idea is not enough. As human decisions are involved with the proposed change and its implementation, understanding the requirements of stakeholders will be a crucial factor.
In order to implement change management plan successfully, there are several guidelines available to engage full potential of stakeholders. As per our company profile, various business organisations who prefer to release advertisements online can be our major stakeholder. Besides, social media marketers, digital marketers and creative advertisement writers will be engaged actively to implement the idea. Therefore, implementation of an idea to change the dimensions of existing business it is essential to understand the nature of both the internal and external stakeholders, verify its potential with the concept of ‘What’s in it for me?” and distribute the task according to the expertise of employees.
Apparently, organisational stakeholders are divided into three groups mainly. Decision makers are called economic buyer, technical buyer, user and champion. Among them technical buyers are the most influenced by such initiatives. It is essential to ensure their undisturbed involvement as both the success and failure is dependent on them. Resistance or acceptance of change happens on site level. It is very cliché to listen resisting comments from the business owners saying if techniques and resources are responding well in terms of profitability then one should not hamper the balance. With the due of course of this, what they forget is that business environment is dynamic and to keep a balance with that a business must adopt practices of consistent improvement in order to ensure sustainability. Therefore, four basic attributes can be found about the significance of engaging stakeholders in terms of achieving success. An understanding of the role of external advisors and their influence over internal stakeholders are important. It is important to make the supervisors understand through the theory of ‘WIIFM’, why the proposed initiative is important in terms of monetary gain and brand value. Engaging resources according to the expertise and in its most appropriate way is important. In order to do that technical users must enhance their capability and work towards the shared goals of my proposed plan. Maintenance of consistent communication with the stakeholders are important in order to identify and mitigate challenges ensuring success of change management initiative.
The concept of people empowerment talks about sharing power with every level of employees to serve greater objectives. As an entry level employee and trainer of a small team, when I got the opportunity to disclose the idea of exploring social media as the most profitable contemporary platform of business managers found it would be feasible in terms of organisation’s development. Therefore, an attempt was made to enter into the virtual market of advertisement by recruiting experienced digital marketers. Trainings have been organised as well to diverse the employee expertise. It is important to train employees according to the business needs, which technically fulfils the interest of employees as well in terms of learning new skills and knowledge. It makes them self-sufficient and enable them to handle unpredictable situation if there is no one available to help on floor. A well-developed team of human resource works as a support system behind a successful attempt. In order to make our project successful I proposed to engage few employees to do the initial research on companies who are not active or technically possess a weak position when comes to social media marketing. After making a list, I decided to approach them with our new venture to deal with us for designing ads online along with print and broadcasting media. Meanwhile, our digital marketers and ad designers will work on improvement of newfound strategies and social media pages. Empowering people is not about instructing the responsibilities of doing something rather than giving someone power to execute the newly given job role. This is the purpose of training and development.
Empowerment is a process of motivating workforce as well. It provides workers self-confidence to apply own decisions and gain success depending on their own abilities. While implementing our plan of approaching companies directly and executing other related tasks they will work in a self-induced way consistently striving for better performance. Managers of our company, allow employees to share ideas, solutions or work related decisions while finalising final campaign idea. An idea in our setting of work never go in vain. Employees feel free being independent and it helps to keep the stress level low and increases responsibility.
Applying this method of empowering people, we can also explore different ways of completing tasks. However, it has been observed that most of the successful people have same pattern of doing work on a regular basis. There are different ways applying which people can be empowered and motivated towards achievement of organizational goals. Sharing information of every details of work will be one of them. It has been noticed if there is complication regarding sharing information or if communication gap occurs between employees and superiors performance deteriorates. In order to avoid such situations our organisation practices a culture of having monthly and if necessary a meeting in every two weeks. It allows employees to come up with best possible solutions against critical situation. While giving the presentation, and after the approval of the activities, every organisation must set mission, vision, objectives and both the short and long-term goals. Customers’ satisfaction comes at first so understanding of the virtual advertising market is of superior priority. This is how I have attempted the ways of change management and experimented new ways of increasing business. Goals and objectives must be well interacted so that employees feel empowered and valued while working on shared goals.
Besides, I have learnt that while working on new projects it is normal to make mistakes and being a part of service industry, it is common to face difficulty to meet customers’ exact requirements. As a result of it, people complain or try to make us understand their needs, their concern better. However, in order to ensure less complain and customers’ satisfaction the culture of learning from mistakes must be included within the system. It will help them to enhance their competence beside give them lessons on how to understand customers’ requirement properly. Success and failures are part of work. In order to maintain a work friendly environment, it must be remembered failure is as normal as achieving success. In both the cases, we learn. Success teaches us the correct ways to achieve excellence and gives us encouragement to accomplish better goals both in professional and personal space. On the contrary, as we all know failures are our best teachers. An organisation, a student, an individual can only grow when lessons are learnt from past mistakes. This is how supporting an environment of learning within the workplace has been helping us to increase the competence of employees, ensuring better performance and better power to analyse situation and acting accordingly.
All of these processes are time consuming and entire procedure is a slow transformation of both the power and responsibilities and work culture too. Not only managers but every team members shares responsibilities to deliver a better service and ensure quality. This due course of transformation is very turbulent for any organisation with a constructive plan of change. Completion of training, understanding the goals and work accordingly and a consistent process of learning: these are basic criteria of an effective workforce. The entire process, according to my opinion, starting from the initial days of proposed business plan for change, the journey and beginning of achievement requires immense support in terms of depending on superiors and teammates to take critical decisions while working on designing advertisements for business organisations. After first five months, the company achieved ten successful online projects running on social media. It was so proud moment for me and for the entire organisations. However, there were some issues with competition. That exists in current situation as well and it is increasing day by day. Yet, it cannot be ignored the profitability and benefits of exploring opportunities in virtual advertisement market.
Working towards creating employee empowerment not only has been proven beneficial in terms of customer satisfaction but it helps to improve confidence and work ethics of employees also. I believe, practicing all these techniques will help to achieve long-term goals and sustain success within a competitive business environment.
Apart from creating a proper plan and successful implementation of that, it must be ensured to sell it in front of market. Communicating with the external stakeholders are equally important as it is with the internals. External stakeholders are customers; in this case, various business organisations or institutions who are interested for promoting their companies online those are our external stakeholders. Besides, existing customers will be approached too for exploring the service of virtual advertisements for ensuring better reach of their potential customers. Therefore, it can be stated irrespective of industries, techniques used by marketing and sales professionals are more or less based on same principles. It just needs to be modified with the technicalities of relevant industry. It requires regular supervision and analysis by which ongoing issues can be identified and necessary solutions will be developed.
Moreover, the trend of virtual industry continuously changes. Marketing and sales managers and executives must be aware of the regular changes, which are happening in order to remain competitive. Further, advertisement industry mostly deals with new designs and ideas, new tunes therefore no content must be copied or repeated. As online contents are widely available and accessed, preparing original video content can be the unique selling point of our company. According to current market trend, technology organisations are increasing dependent on online contents for making their company familiar in market. Exploring that opportunity will be convenient with the USP of our service.
So far, we have discussed how our organisation has created their USP to sale our new services. However, marketing is important as well in terms of awareness of the customers. Therefore, question occurs how does a business organisation, which help others to market their products and services, market itself. Transparency must be maintained in pricing strategies and companies must know how the advertisement company is going to position them in the market. Apart from direct approaches to existing customers and some of the new customers, our digital marketers have created and designed our website applying advanced original contents where the news of new venture has been announced. The ultimate thing is creativity. Being an advertising agency, it has to deal with same kind of companies, which offer same range of products in a row. Writers and art directors must have competence to design and think different concepts for every companies with same offerings. Moreover, managing budget and presenting them to different stakeholders is crucial.
Therefore, it can be stated to run a successful business and ensure excellence of newly proposed business plan; challenges must be identified and mitigated accordingly. Appropriate sales, marketing and pricing strategy, originality of the content, consistent improvement; these factors are necessary to operate and sustain a business irrespective of industry. In case of advertising agency, it is all about how efficiently the campaign has been planned and executed on behalf of the customers. For the customers that are business organisations, we have to present ourselves as the right agency to trust on. After applying these theories in our industry and while executing newly proposed plan, great differences have been noticed. As mentioned before, after starting the venture success came just after five months after the operation started. Besides, existing customers that did not take interest in virtual marketing previously, trusting on our organisation wanted to explore virtual marketing opportunities. Our company have arranged an online feedback programme as well and asked consumers to rate our new service. The result of feedback session was effective in terms of detecting issues and celebrating success. As it was discussed before, our company has a flexible atmosphere and culture of learning from mistakes. Occasional feedback sessions are helpful to addresses issues and long-term success is dependable if that are resolved applying appropriate process at right time.
Therefore, acknowledging global trend of advertising business and realising the ffective nature of operating business online, these industrial techniques can be applied to ensure success on proposed business venture. Strategies can be applied repeatedly to make it a sustainable practice. In this due course, marketers and superior management must not forget that advertising agencies are dependent on market trend entirely.
References
Clark, D. M., Silvester, K., & Knowles, S. (2013). Lean management systems: creating a culture of continuous quality improvement. Journal of clinical pathology, jclinpath-2013.
Jasiulewicz-Kaczmarek, M. (2013). Sustainability: Orientation in maintenance management—Theoretical background. In EcoProduction and Logistics (pp. 117-134). Springer, Berlin, Heidelberg.
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