Do You Have Advocate Power?

September 11, 2008

I was recently at an event where I heard someone fairly high up in a discount airline credit a regional airport marketing person with transforming their airlines. It was her boundless energy and enthusiasm - and absolute confidence - that made what should have been a small partnership into one that changed the way the bigger player operated.

Not just because the regional marketing person was enthusiastic, but because her advocacy, enthusiasm and focus on building better relationships with the community showed amazing numbers. While other airports were losing passengers, a small airport was growing at a fantastic rate.

Instead of quoting the speech, I want to give you my impression. This success was built on the shoulders of one powerful advocate. Certainly she has a great team, but that is probably more a product of her infectious attitude.

What are the properties of a super advocate?

No Doubt - 100% commitment that what they advocate is incredible.
No Hours - They will do whatever it takes, at whatever hour, to help more people discover the product.
Infectious - People that work with them have no choice but to get excited too.
Problems don’t exist - A super advocate knows there will be challenges, but they are to be overcome and they never doubt the outcome.
Transformational - They become bigger than a person because they transform the people around them.
Wacky - They will do some crazy stuff for the cause.
Ask the Impossible - They believe so much in the product or service that they will not set false limits. Why not world-wide?

People like this are rare. You first have to work for something you are passionate about. Then you have to be an optimist to the extreme. And you have to be immune any negativity you may experience in the work environment.

If you have someone truly like this, they are probably worth as much as your CEO and you should give them the power and focus to be your #1 super advocate.

- Thank You!

Posted by Ron McDaniel | Filed Under Blog