Men and Women Take on the Economy Together

[Gwyn]

Indra,

your latest article really moved and inspired me. I am convinced that so many men are afraid to admit that they don't feel comfortable with the macho stereotype that they assume others expect them to adopt.

Raising awareness and consciousness of the soft power alternative is as important for men and as it is fow women.

Too often decisions, procedures and policies are made in organisations by annonymous bodies "them" when in fact individuals make these choices and decisions and these individuals need to feel responsible. Encouraging environments to develop in which individuals can feel free to make these personal and business decisions based on the convictions, values and beliefs - rather than just profit or "compnay policy" would I feel open up the possibilities for both women and men to use soft power without fear of ridicule.

Only when we have "conscious organisations" as John Renesch (www.renesch.com) calls them will we have the degree of sustainable and responsible corporate management and governance that we need for a community in which enterprises serve the community. Soft power will surely be a key to creating these conscious organisations.

Gwyn

[indraadnan]

Thanks Gwyn - I think you're absolutely right. I'm always intrigued that so many women feel threatened by the word 'soft' and that it may be that men will champion this idea in the early years.

Do you have any direct experience of transforming your own agency from hard to soft power?

[Gwyn]

Indra,

The most obvious way, which I think fits within the definition of soft power is my refusal to adopt a competitive business model. I have consciously chosen collaboration instead. I accept the challenge of resting a unique offering that does not impinge on others' business. Why should there always be winners and losers? Collaboration can lead to new combined offerings with far higher value and relevance.

I also reject the use of and acceptance off 'fear' as a motivator. The media, advertising and governments use fear to drive consumerism and to influence/ motivate the public. It is a choice we all have when we want to motivate ourselves and others. Looking for positive inspiring motivators is challenging but always results in higher motivation and greater effect.

Letting go of being "right" - and by implication, making others "wrong" - is not as east as of sounds but can be very effective for creating an inclusive atmosphere where diversity can thrive and others can make fuller contributions. This leads into another aspect that is based upon respect: not "selling".

Selling has a bad reputation and deservedly so as many sales are a powerplay where the customer is manipulated into buying something that they don't really need nor value. The main objective of the exercise often being to meet a quota. Designing "products" that offer real value and giving potential buyers free choice, without any attachment by the seller to the decision moves the whole process from intimidation (and this fear) to a process based upon respect. It changes the role of the buyer from consumer to citizen.

Thanks for stimulating this reflection.

How does this fit with your definition of soft power? Do you have examples from your own enterprises?

Gwyn