Inside Out, Outside In

Shelton, Ken
May 2011
Leadership Excellence Essentials;May2011, Vol. 28 Issue 5, p2
The author presents a debate between Dave Ulrich, coauthor of "Leadership Brand" and Laura Lopez, author of "The Connected and Committed Leader," on which type of leadership branding is best. Lopez discusses the inside/out approach which examines a leader's strengths and values to help determine his best target market. Whereas, Ulrich, emphasizes the outside/in approach which has the leader thinking of how he can create value for others. Value is believed to be defined by the receiver which leaders must ensure to deliver on the desired outcomes.


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