Be consumer-focused and mission-driven — every time you open your mouth.
The best leaders start every conversation, every speech, every interview, and every employee meeting, with an intense focus on their customers, and their mission of advancing the interests of those customers.  They strive for an emotional connection.  They show they care. Not surprisingly, this tactic is natural to politicians, as they rely on votes to retain their job.

Unfortunately, I’ve seen mistakes made by well-intentioned business leaders who let short-term profitability sneak into the message.   Consumers deeply resent it when companies or institutions care more about their own profitability, than about customers.  We buy their products:  It should be all about us.

Of course, the companies that maintain a clear focus on their customers, and invest in serving those customers well, garner strong brand loyalty.  Further, they reap rewards including strong sales and healthy stock prices.

And, don’t forget your employees.  Employees “follow the leader:”  Leaders who talk to employees about profits instead of customers will find their employees devalue the importance of satisfied customers, often taking short-cuts that may save the company money or boost short-term sales, but eventually erode consumer good will.