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The essence of leadership
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The essence of leadership
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THE ESSENCE OF LEADERSHIP by Keli M. Moore _____________________________________________________________________ A Professional Project Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (BROADCAST JOURNALISM) Copyright 2009 Keli M. Moore ii TABLE OF CONTENTS Abstract iii THE ESSENCE OF LEADERSHIP 1 Bibliography 15 iii ABSTRACT Leadership has been defined as the art of motivating a group of people to act towards achieving a common goal. The definition has a common thread no matter what discipline it’s applied. “Leadership does not change,” said Jack Meany, retired CEO of Norris Industries, a Fortune 500 company. “It is the leaders who change.” The definition has stayed consistent in the last century, but different leaders and styles have evolved. This documentary brings nine voices from nine distinguished leaders to discuss important aspects of leadership. It also dives into a few thoughts about leadership during an economic crisis. The documentary was produced over five months between October 2008, and March 2009, during a time of dramatic change in American business. 1 THE ESSENCE OF LEADERSHIP NAT SOUND FULL People walking across the street – footage is blurred and then comes into focus. Street noise. VO Mike Proulx We hear Proulx’s voice, but don’t see him. We see people in suits walking across the street. Then we see a montage of tall buildings in downtown Los Angeles. At the age of 18, I wrote out on a piece of paper that I was going to be a store manager, I was going to be a district manager, I was going to be vice president and then I was going to be president. NATURAL SOUND FULL Hold 5 frames on busy street. Street noise. VO Chuck Reed We hear Reed’s voice, but don’t see him. Montage of buildings When I was 30-years-old, I was made executive vice president of a New York stock exchange company. NATURAL SOUND FULL Hold five frames on busy street. Street noise. VO Martha Mertz We hear Mertz’s voice, but don’t see her on camera. Montage of buildings Show building. I probably spent 80 percent of my time for many, many years working on leadership. NATURAL SOUND FULL Hold five frames on busy street. Street noise. SOT Chuck Reed Close up Reed’s face Leadership is helping people become the best they can. It requires good judgment, much more so than just pure brains. And you want to contribute the most you can to 2 Cut to a wide shot of Reed dressed in a suit, sitting in a chair with his legs crossed and hands in lap. their success. If you do that, they will follow you, if they follow you, you are their leader. SOT Helen Wolfe Close up of Wolfe’s face. Cut to a wide shot of Wolfe dressed in a red blazer. The essence of leadership is when an individual determines that they are going to be responsible for creating a win - win situation for everyone involved. SOT Martha Mertz Close up of Mertz. Cut to a wide shot of Mertz sitting on a stool. I think leadership is the capacity to envision the future in a better way - to be able to summon the passion that you might have to drive toward a better way. SOT Ted Garland Close up of Garland. It means taking the hard tasks and setting an example so others can follow. SOT Mike Proulx Wide shot of Proulx seated dressed in a gray suit. Cut to a close up. Leadership is taking an organization and identifying a target direction to move that organization in and then generating positive results. SOT Joe Martori Close up of Martori’s face. Cut to a wide shot of him seated wearing a suit. Cut to close up. It’s setting examples, setting a tone, commanding respect. One of my kudos as a leader, as a CEO – it is not what you say to people, it is how you make them feel. I like to make people feel important. SOT Jack Meany Wide shot of Meany in a gray suit sitting in an office chair. Cut to a close up of his face. Cut to a wide shot of him with his hands crossed in his lap. Leadership is pulling together the group of people that you want to use to concentrate on obtaining a defined objective, showing that you have the knowledge and experience to help them in their work to meet the objective. Once they meet a little success, it snowballs from there. It is the CEO’s job to institute that, to get it started. The people have to believe in him and believe that he is smart enough to know what to do. 3 Title Page Fade to color Lead-er-ship noun The art of motivating a group of people to act towards achieving a common goal. Fade from color, we hear Meany’s voice. I worked for 43-years at Norris where… VO Jack Meany Meany is building a boat garage with his son, Jon Meany. He is standing on a ladder using an electric drill. Fade to color CG: Herbert “Jack” Meany Retired CEO Norris Industries Dissolve to card Fortune 500 Company number 353 10,000 employees 800 million annual sales (1975) Fade from color SOT Jack Meany Close up of his face. I started out in the shop as a grease monkey and worked my way up to the top. I was a - pretty much - hands on kind of CEO. Probably too much in the beginning and less as time went on. SOT Jack Meany Close up of his face. I think almost all of my successes were really do to the successes of other people that worked, I don’t say so much for me, but with me. VO Chuck Reed Fade to color. White screen with black writing Evolution of Leadership Fade from color. Managers use to be able… SOT Chuck Reed Fade to color. Black screen with white writing. CG: Charles “Chuck” Reed …to tell people what to do and expect for it to be done and not really care about the people that were doing it. So, leadership today requires that you help people understand from their perspective what is it 4 Vice Chairman of AON Dissolve to card Fortune 500 Company 42,500 employees 1 billion annual sales you wish to achieve rather than just from your perspective. SOT Ed Voboril Fade to color Black screen with white writing CG: Ed Voboril Chairman of the Board Analogic Dissolve to card Medical Device Company 400 million annual sales 1700 employees Retired CEO Greatbatch after 17 years The old style of leadership, commander on the bridge, just move right move left, doesn’t cut it anymore. Life and the world is much more complex. You have to be a good thinker, but it’s not a top down kind of thinking. SOT Dave Logan CG: Dave Logan CEO JLS Consulting Dissolve to card Associate Dean USC Marshall School of Business Author Close up of Logan’s face. Cut to a wide shot of Logan sitting in a black office chair. Cut to close up of his face. If you go back to right after World War II, the view was what won the war and what conquered the great depression was the top down hierarchies. General reporting to generals, colonels and so on. That structure seemed to work and so people largely transported that into American industries. So, after World War II the role of the CEO was the top general, the commander in chief if you will, reporting to the Board of Directors. Then over time, the CEO and chairman roles were often held by the same person and he had ultimate accountability for the company. Fifty years ago it was largely a process of giving orders. But I put that in quotes. It was not like you’re demeaning people. There is a lot of negative stereotype about what happened in the fifties and sixties, and a lot of that is made up. The idea was that organizations were top down structures and the person at the top was largely responsible for making things happen, by giving orders. SOT Mike Proulx Because the world has changed. We have gone from several world wars, regional 5 Close up of Proulx’s face. Wide shot of Proulx seated and dressed in a suit. Fade to color CG: Mike Proulx President & COO Bashas’ Supermarkets Dissolve to card 14,000 employees 165 stores in AZ and CA 3 billion annual sales Fade from color wars, we have gone through several times of ups and downs in the economy. We have come today to be a global world. It’s not like it was 40-years ago where the thought of communicating with a leader over in Great Britain, or France, or South America, or China, of all places was even considered. Today, there is no hesitation. SOT Helen Wolfe Close up of Wolfe. Cut to a wide shot. Face to color CG: Helen Wolfe Retired CEO and President of Helen Hiseman Ph.D Fade from color. When military or even corporate leaders believed it’s my way or the highway and everybody was paid to follow them along. Now the American public is to knowledgeable they know about the subject very well, they read about things on the Internet and they want to feel included. SOT Joe Martori Close up of Martori. Cut to a wide shot. Fade to color White writing on black screen CG: Joseph “Joe” P. Martori CEO ILX Resorts Dissolve to card 48.6 million annual sales (2007) 500 employees Fade from color Well, I think the technology advancements over the course of the last two decades is the most significant change in the role of CEO’s. I think the younger CEO’s are far more technologically adept. Some of the old dogs like myself probably got left at the starting gate. VO Jack Meany Meany is barbequing. He is making hamburgers. There is a river in the background. Flipping hamburgers on the barbeque. My original definition of leadership to myself was to control everything, know everything that could be known and direct everyone to do their job. I changed that as I went on. The thing that you have to realize, that we must realize, is that every organization has its own DNA. And it is just as different from every other organization as people are and it isn’t just the CEO that 6 creates the DNA, it isn’t just the scientific knowledge or the marketing knowledge. It is a combination of all those things that make up the DNA of that company. SOT Jack Meany Wide shot of Meany, he is seated. And if it gets disrupted at any point, its DNA is destroyed and it is no longer that company. And that is what has happened to a lot of failures today. VO Joe Matori Fade to color Black writing on white screen Great Leaders Fade from color I can remember… SOT Joe Martori …at the age of 12 being enamored with Dwight David Eisenhower. SOT Mike Proulx Close up of Proulx’s face. Cut to a wide shot of him seated with his legs crossed. Cut to a close up. Giuliani. When we had the terrible terrorist attack on September 11, 2001. I think his ability in that terrible time of destruction of turmoil and chaos, his ability to bring together the key leaders in that city and the state and the federal government to mobilize in a short period of time to make some sense of all that chaos was a great example of what a true leader can do. He would have one-hour meetings every week with the key people on his staff in the city, with the sole purpose of making sure that everyone was communicating and on the same page and helping moving the whole organization in the proper direction to create effective results. That’s what a great leader does and Rudy Giuliani is one. 7 SOT Helen Wolfe Close up of Wolfe’s face. Wide shot of her sitting on a stool. Her legs are crossed. Eleanor Roosevelt, she was a prime example of leader and I don’t just mean leaders in politics – but women who have been in CEO positions have paved the way I do not believe at this time there is not a glass ceiling, I believe that we have cracked trough it and I am excited for every woman in the future. SOT Ed Voboril Close up of Voboril’s face. Cut to a wide shot of him, he is seated. Lincoln is my leadership guru. He came from humble roots, but came with a great sense for people. If you read about what he was good at – his popular term now is emotional intelligence. I think he had a great gift for reading people and understanding how to get the best out of people and understanding how to create this mosaic, and this truly makes a great leader. VO Mike Proulx Fade to color White card with black text Born v. made leaders Fade from color The old question is a leader born or is a leader made. SOT Mike Proulx Close up of Proulx’s face. Cut to a wide shot of him. To me – is it the chicken or the egg? Which came first? I believe that a leader has to have innate abilities that they are born with. SOT Martha Mertz Close of Mertz’s face. Cut to a wide shot of her seated on a stool. There are certain aspects that we all bring to leadership. And we all have these aspects, some are very well developed and some are not, but that part of the journey of our lives is to develop our leadership traits. Because while doing that we are also developing the person that we are. 8 SOT Chuck Reed Wide shot of Reed. Cut to a close up of his face. It does not come naturally to most people, but some people it does. Natural leaders are very few and far between. I think the bulk of good leadership comes from people who think about what they are doing and want to improve themselves as leaders. SOT Helen Wolfe Wide shot of Wolfe. Cut to a close up. One is born with certain characteristics that create the human spirit to want to take a leadership role. VO Mike Proulx Fade to color White screen with black writing Taking Risks Fade from color I have taken a lot of risks over the years. SOT Mike Proulx Wide shot of Proulx. Cut to a close up. Cut to a wide shot. When you lead people, you are talking about their livelihood and their homes they live in. When you take people and move them to a location that is far and remote. This is a risk. I was fortunate in the 1980s to open several stores on the Navaho Indian reservation in a place called Crown Point New Mexico, which is 60 miles from no where. I moved talented managers – away from their families and gave them an assignment – the risk is that I am playing with people’s lives and capital investment. Moving people to a location and giving them a challenge. Looking back on this today – it was successful. SOT Judith Keane Wide shot of Keane seated with her legs crossed. Cut to a close up. Fade to color. Black Screen with white writing One of the things that I feel most pleased about is taking a risk for women, which is local women government. Early on I went into a program where I was the second woman and I had some male colleges who were like who do you think you are and I 9 CG: Judith Keane Politician and Community Leader Fade from color. think this inspired me even more. I went on to make a change with a small handful of women in a male dominated field. Now there are many women in government. SOT Helen Wolfe Close up of Wolfe. Cut to a wide shot. Cut to a close up. As a leader you are always taking a risk – you are putting your value, your integrity and your reputation on the line every single minute and that is risky, but unless you are willing to do that, you are not a leader. You will not take the risk. I have learned through years of being in charge of my own business, of being in charge of projects, of working with large groups of people that I can’t do it alone and the biggest mistakes that I have made is when I think I know what is best – when I can step back and see what those around me are saying – I realize that I don’t have the best way and there are many ways of getting to the end and it’s far more powerful than just doing it on your own. VO Jack Meany Meany is in his workshop, he is gluing PVC pipe. In our home appliance business we were the leaders in one category of appliances and suddenly we were faced by the introduction of a competitor of a whole new technology, which made everything else obsolete. As I saw it, we had two choices one was to attempt to get a license for their new technology, which would have put us even with them and the rest of the industry. The other alternative was to ignore their new development and embark on a program to exceed their accomplishments on our own. After a lot of soul searching and internal discussions within the company I decided to take the risk of developing our own new technology to leap ahead of the industry. We were successful and maintained our preeminent position in our product line and actually produced the new technology 10 earlier than we would have been able to license from the competitor. And we maintained our leadership position in our product line in the industry. VO Chuck Reed Fade to color White screen with black writing Future Leaders Fade from color Whatever you do… SOT Chuck Reed Close up of Reed. …first of all learn as much or more than anyone else working with you. SOT Ed Voboril Wide shot of Voboril. Don’t take yourself too seriously. Because nobody ever does it, nobody ever does it alone. SOT Judith Keane Close up of Keane. Cut to a wide shot. Be a visionary. Look a little bit ahead and see the possibilities as they might be not as they currently are. SOT Ted Garland Close up of Garland. Cut to a wide shot of him in his wheel chair. Fade to color Black Screen with white writing CG: Ted Garland AmeriCorps Member & Motivational Speaker Dissolve to card. The program engages more than 2- million Americans of all ages and backgrounds in service each year. Fade from color. To listen and to work and get the most positive things done. It’s easy to give up when you get from point A to point B. And most of all, you need to learn through experience. VO Ed Voboril Fade to color White screen with black writing 11 Leadership During Economic Crisis Fade from color. Boards are looking for leaders… SOT Ed Voboril Close up of Voboril. Cut to a wide shot. …who will stay for long term. The short term orientation - maximize the profits for the current year is not the way – you have to think long term and you have to get everyone to think long term. SOT Joe Martori Wide shot of Martori. Cut to a close up. Too many CEO’s have been working on individual agendas and what I am hoping to see in this country is people getting behind a vision. SOT Jack Meany Close up of Meany. We need CEO’s and leaders who are more lawyer politician than a one who operated as his own man way doing it his own way. SOT Judith Keane Close up of Keane. Cut to a wide shot. I was not a great Kennedy fan, but the mantra was don’t ask what your country can do for you, but you can do for your country. That’s what we need right now. What can we do for our country? SOT Dave Logan Wide shot of Logan. Cut to a close up. The type of leader we need is changing by the minute. The idea that CEO’s create shareholder’s value is highly problematic. What we have seen on Wall Street recently is externalization run mad, so now the government has to clean up the mess caused by credit defaults and a lot of other things that are ultimately shortsighted. Creating shareholder value today can be done, but often to the detriment of future generations. I think society is going to put a stop to it and are putting a stop to it already. 12 Fade to color. White screen with black text. Being A Great Leader Fade from color. When I was a young man all I wanted was to succeed in life… SOT Chuck Reed Close up Reed. Cut to a wide shot. Cut to a close up. I like to win. I don’t like to lose. As you go up the ladder in a corporation you have more opportunities to really lead by example - than you do when you first start out. That is just axiomatic. I think the thing that I wanted to do when I was young was that I wanted the best education that I could get. I got my undergraduate degree and my MBA, and I went to work for a large company. I worked hard, harder than anybody else. I was fortunate to get a very important job at a very young age. When I was 31-years-old, I was made executive vice president of a New York Stock Exchange company. I learned from watching the other senior officers, the ones that I thought were really good leaders. I tried to emulate them. SOT Dave Logan Wide shot of Logan. Cut to a close up. Cut to a wide shot. I spend a lot of time listening, a lot of time creating strategies with people, often with the clients and then discussing it with partners until we all get agreement in order to make it happen. SOT Helen Wolfe Close up of Wolfe. Cut to a wide shot. It is so satisfying to me that people who worked for me for 17-years still see me as their friend. To be good a leader in the corporate world you have to have a character and values that lead those around you to want be the best they can. 13 VO Jack Meany Meany is riding his tractor. The goal in my life was to go back to school. I never really finished high school. I was going to community college to get into USC’s engineering school and I worked for Norris Industries. When I graduated I transitioned from being an hourly laborer, technician in the shop to a management position. I went into management, became chief engineer, and finally was sent off to my first fireman’s job to run a division that was in trouble, was successful by not only my own efforts, but by many other people’s efforts. I got a reputation from that as being a kind of turnaround artist. SOT Jack Meany Wide shot of Meany. Being a leader and CEO gave me the ability to get up every morning and go to the office with a whole new set of ideas or enhanced ideas and get things introduced. New concepts, new approaches to things and see people get motivated over them and move forward. Just the – I guess some people would call it power, I never thought of it that way, it is more of an opportunity to have some fun. An opportunity to do something, conquer a problem or capture an opportunity. And I could never wait for Monday morning to come. NATURAL SOUND FULL Street noise. VO Martha Mertz We hear Mertz’s voice and see business people walking in busy downtown Los Angeles. One never becomes the fountain of wisdom if one is truly a good leader because the world changes much too fast. NATURAL SOUND FULL Street noise. 14 VO Ed Voboril We hear Voboril’s voice and see a montage of tall buildings. You can learn a lot about leadership is many situations. I think some of the fundamentals are the same no matter where you apply it – it’s important to have a framework, it’s important to have a plan, it’s important to have a vision for the future in any organization. Get the people in line, so they can see how they fit in to the longer-term goal – and see the big picture. NATURAL SOUND FULL Hold for 10 seconds. Street noise. 15 Bibliography AmeriCorps. www.americorps.org/. Bashas’ Supermarkets. www.bashas.com/. Bennis, Warren G. On Becoming A Leader: The Leadership Classic - 4th Edition. Basic Books. March 2, 2009 Chemers, M. M. Cognitive, social, and emotional intelligence of transformational leadership: Efficacy and Effectiveness. In R. E. Riggio, S. E. Murphy, F. J. Pirozzolo, Multiple Intelligences and Leadership. 2002. Collins, Jim. Good to Great: Why Some Companies Make the Leap... And Others Don't. HarperCollins, October 16, 2001. Forbes. <www.people.forbes.com/profile/edward-f-voboril/5869>. ILX Resorts. www.ilxresorts.com/. USC Marshall School of Business. www.marshall.usc.edu/execed/david-logan.htm.
Abstract (if available)
Abstract
Leadership has been defined as the art of motivating a group of people to act towards achieving a common goal. The definition has a common thread no matter what discipline it's applied. "Leadership does not change," said Jack Meany, retired CEO of Norris Industries, a Fortune 500 company. "It is the leaders who change." The definition has stayed consistent in the last century, but different leaders and styles have evolved. This documentary brings nine voices from nine distinguished leaders to discuss important aspects of leadership. It also dives into a few thoughts about leadership during an economic crisis. The documentary was produced over five months between October 2008, and March 2009, during a time of dramatic change in American business.
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Asset Metadata
Creator
Moore, Keli M.
(author)
Core Title
The essence of leadership
School
Annenberg School for Communication
Degree
Master of Arts
Degree Program
Journalism (Broadcast Journalism)
Publication Date
05/05/2009
Defense Date
04/01/2009
Publisher
University of Southern California
(original),
University of Southern California. Libraries
(digital)
Tag
CEOs,corporate america,history of leadership,Keli Moore,leadership,leadership styles,OAI-PMH Harvest
Language
English
Contributor
Electronically uploaded by the author
(provenance)
Advisor
Birman, Daniel H. (
committee chair
), Fincham, Adam (
committee member
), Saltzman, Joseph (
committee member
)
Creator Email
keli.moore@gmail.com,kelimoor@usc.edu
Permanent Link (DOI)
https://doi.org/10.25549/usctheses-m2190
Unique identifier
UC1504355
Identifier
etd-Moore-2740 (filename),usctheses-m40 (legacy collection record id),usctheses-c127-235210 (legacy record id),usctheses-m2190 (legacy record id)
Legacy Identifier
etd-Moore-2740.pdf
Dmrecord
235210
Document Type
Thesis
Rights
Moore, Keli M.
Type
texts
Source
University of Southern California
(contributing entity),
University of Southern California Dissertations and Theses
(collection)
Repository Name
Libraries, University of Southern California
Repository Location
Los Angeles, California
Repository Email
cisadmin@lib.usc.edu
Tags
CEOs
corporate america
history of leadership
Keli Moore
leadership styles