Leadership: When Appearances Count

Were often told: dont judge by appearances

Were often told: dont judge by appearances. Its a nice sentiment. But, in the real world, its bunk. Appearances count, particularly for leaders both in terms of being visible and considering how things look. George Bushs tardiness in visiting New Orleans post Hurricane Katrina was a double black cross on his card. He wasnt there; and, his misjudgement of priorities looked bad. Similarly, it was a negative call for BPs CEO, Tony Hayward, to take time for a sail with his son rather than focusing (and being seen to) 24x7 on the Gulf of Mexico oil spill. How do you stack up in this regard? What would people say?

Across history, successful monarchs have understood the importance of projecting leadership. Few better than Elizabeth I. Her management of her court, her dressing, the Virgin-Queen concept, her presence at Tilbury at the time of the Armada were all part of projecting her majesty and that of England. Her clothing for State occasions, embroidered with pearls and precious stones, was not costly drapery but strategic investment and was accounted part of the national wealth, quite literally.

The more senior you become, the further you need to project to ensure you reach the outposts and junior people in your organisation. And, the bigger the organisation, the smaller the percentage of people, who will actually have personal contact with you. So, how do they get input to help them decide whether to follow you? Their only source is appearances: what they see (often from a distance) and what they hear and read. If you look unimpressive when interviewed, then the in-house stories and scuttlebutt better be good. If theres a crisis, youd better be there or find a convincing way to show you care. Luck plays a part; but only a part.

If you dont manage your appearance, people still form a judgement. You cant avoid that. And, dont be fooled by those, who say its unimportant and all you need to do is a good job. Often, their dissembling is part of covering their own ambition. Few leaders get to the top without due care to their messaging and image-making. Havent you noticed the highly professional executive, who seems so reticent but always seems to lever him or herself into the right meetings. Or, the divisional head, who quietly develops an amazing contact base and moves to become a CEO elsewhere. Its not about fabrication (and performance is important) but reaching people is critical. And this includes your directors, bosses and peers as well as your direct reports and other staff. Theyre all key to your career.

Day in day out, appearances slowly shape your reputation. But, in a crisis, theyre often the key to instantaneous outcomes. The opportunity for the brilliant goal or the fumbled pass. Bushs delay and Haywards time-out are now indelibly on their record. As a leader, youll face crises from time to time and theyre often the crucible, in which your career will be lifted to greatness or dumped into mediocrity. I hope youre lucky, but I advice you to be smart!

by: Tim Pascoe

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