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To help us understand the Bespoke Leadership approach we will now consider a situation at the Shapes Factory in which Jameel is required to provide appropriate guidance to Mari and Bandhu.

In this situation, Jameel wants Mari and Bandhu to visit 20 retail stores to check that the Shapes Factory product promotional material has been set up correctly…

Appropriate Guidance Take 1

Fig 4-8: Appropriate Guidance Take 1

Jameel provides appropriate guidance to Mari but not to Bandhu.

Appropriate Guidance Take 2

Fig 4-9: Appropriate Guidance Take 2

Jameel provides appropriate guidance to Bandhu but not to Mari.

In both of these cases, Jameel hasn’t considered Mari’s and Bandhu’s individual levels of competence and individual perspectives.

Mari clearly knows what she is doing and simply needs to be briefed on what Jameel expects her to do and by when. Bandhu, on the other hand, needs to be shown the process from start to finish because he has never seen or done this particular task before.

Appropriate Guidance Take 3

Jameel needs to take a different approach in this situation:

“Ok, Mari and Bandhu, all of the promotional displays should now have been set up in the retail stores. Your job is to go to the stores and check the standards. We will split the 20 stores between the two of you. Mari, as you are very experienced please complete ten of the stores and give me a call if you have any questions or problems along the way. Thanks, Mari.” “Now, Bandhu, I suggest that you and I take some time to do the first three stores together. In the first store, I will explain the process and the company standards and then show you how to do the check. In the second store, you can do the check and explain it to me as though you are training me, so I can make sure I have explained everything correctly and that you understand exactly what to do. Third store will be yours, Bandhu. You will do the check and I’ll make sure you have it 100% correct. If you then feel confident enough you can do the remaining seven stores by yourself.”

In this third approach, Jameel has considered both Mari and Bandhu individually and has effectively aligned his conduct and communication with their levels of competence and their perspectives. Jameel has taken a Bespoke Leadership approach and this has resulted in a much more positive outcome.

Mari and Bandhu will feel as though Jameel has provided both of them with the appropriate guidance and shown himself to be an effective leader.

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