Outstanding leadership isn’t about commanding, it’s about inspiring and persuading. Whether guiding a team, promoting a product, or executing a strategy, your role goes beyond closing deals or fostering belief. True leaders understand that success isn’t about making a sale; it’s about creating loyal advocates who genuinely believe in your vision and feel connected to your success. This shift from a transactional approach to a relational mindset distinguishes good leaders from exceptional ones. Here are key insights from IMS educator Lew Jaffe that will help transform your leadership approach and provide you with the mindset that sets great leaders apart.
THE CUSTOMER ISN’T ALWAYS RIGHT—BUT THEY MUST FEEL VALUED
Customer satisfaction isn’t about proving who’s right; it’s about making people feel heard and respected. While the customer’s perspective may not always be accurate, their emotions and experiences are real. The key to striking this balance is to approach every interaction with empathy because often, when a customer is upset, it’s not about correcting them, it’s about understanding their frustration and guiding them toward a solution.
GOOD PEOPLE MAKE GREAT BUSINESSPEOPLE
Integrity isn’t just a virtue—it’s a competitive advantage. The idea that “you must be a good person to be a good businessperson” speaks to the power of authenticity. Customers, employees, and partners can sense when someone is genuine. When you lead with character, you create lasting relationships that drive sustainable success.
EXCEEDING EXPECTATIONS: THE ICE CREAM SCOOP RULE
Perception shapes reality, and small gestures often leave the most significant impact. Lew Jaffe learned this early on, scooping ice cream, where he was taught to always add a little extra to each cone. That small act made customers feel appreciated and special. In business, exceeding expectations—no matter how small—can create unforgettable experiences. A thoughtful follow-up or an unexpected bonus can go a long way in building goodwill and fostering brand loyalty.
TURNING SETBACKS INTO OPPORTUNITIES
Great leaders don’t view setbacks as failures but as opportunities to grow. After an unsuccessful interview for a CEO role in Boston, Jaffe transformed the experience into an unexpected opportunity through a simple yet powerful mindset shift: approaching the interview as a chance to learn, not just a pass-or-fail test. This story underscores an essential leadership principle—always come prepared, maintain a positive outlook, and remember that every experience can open new doors.
LEADER’S LANGUAGE MATTERS
To establish a mindset that sets great leaders apart you should strive to eliminate uncertainty from their language. Words like “if,” “maybe,” and “try” conveying doubt, undermining confidence and accountability. Instead, clear and decisive communication inspires trust and sets a strong foundation for leadership. This concept is reinforced by the “French fry rule”—indulging in a seemingly small compromise, like eating fries in your car just once, makes it easier to repeat the behavior. Similarly, small concessions in principles can weaken leadership integrity. Strong leaders understand that even the smallest choices shape the strength and consistency of their leadership.
THE EXTRA MILE: BLUE BAGGING IN LEADERSHIP
Going above and beyond leaves a lasting impression. “Blue Bagging” is the art of delivering unexpected value—whether to customers, employees, or partners. Leadership is about creating memorable moments through thoughtful gestures, personalized experiences, or proactive solutions. These small yet impactful actions foster stronger connections and enduring trust.
THE DIFFERENCE BETWEEN IMPORTANT AND INTERESTING
Not everything that grabs our attention is worthy of our focus. Great leaders understand the difference between what is simply intriguing and what truly matters. They channel their energy toward goals that deliver meaningful results, cutting through distractions and prioritizing the actions that create real impact.
Great leaders don’t just manage; they inspire and empower. They create a sense of belief in a shared vision, build trust through consistency and transparency, and leave a lasting impact far beyond immediate results. Authentic leadership fosters an environment where ideas can flourish, and people feel valued. Whether through personal branding, disciplined execution, or consistently exceeding expectations, the most successful leaders understand that leadership isn’t just about completing tasks; it’s about doing so in a way that uplifts, motivates, and elevates everyone around them. They lead by example, encourage collaboration, and ensure their team achieves goals and grows stronger with every challenge. Leadership is as much about heart and empathy as strategy and results, and it’s the mindset that sets great leaders apart.
For more information on mindset shifts from Lew Jaffe check out my recent conversation with him. Don’t miss Lew Jaffe’s program with The Institute for Management Studies on April 15 on the One Day MBA: the Critical Stuff They Don’t Teach in Business School. For more on mindsets please read my previous articles on Is Your Mindset Serving You? and The Miracle Morning.
ABOUT CHARLES GOOD
Charles Good is the president of The Institute for Management Studies, which provides transformational learning experiences that drive behavioral change and develop exceptional leaders. Charles is an innovative and resourceful leader who specializes in bringing people together to develop creative organizational and talent strategies that enable business results. His areas of expertise include assessing organizational skill gaps and leading the design, creation and delivery of high impact, innovative learning solutions that achieve business goals. Mr. Good is also the host of the Good Leadership podcast.