Dov Seidman looks at the world and asks says, “how”, not “how to”. The founder and CEO of LRN has helped companies foster ethical cultures that create an environment of innovation. Seidman, called “the hottest advisor on the corporate virtue circuit” by Fortune, made the case for creating self-governing cultures and rethinking leadership. For example, on a flight to Las Vegas Seidman overheard the captain of a Southwest Airlines flight tells the passengers that if they were to fasten their seat belts at a certain that would have, “good luck at the tables.” Seidman’s point was that the pilot was not reading this out of a manual, but had done so on his own initiative thanks to a culture of autonomy and trust. The net result was six minutes was saved in departure time making Southwest more efficient on fuel and increasing customer satisfaction. This small action demonstrated how one company “outbehaves” the competition helping lead to higher performance.
Wunderman Report’s Andrew Sexton caught up with Dov at the book signing for “How – Why HOW We Do Anything Means Everything.” and asked him how his thinking could be applied to brands and marketers.