Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.

The Works of Marketing with Ray INDEX

Aug 12, 2003 • Volume 3 Issue 9

The Situational Leader

The One Minute Manager this is not.

Still, the gentlemen responsible for the minute series is also very involved with Situational Leadership. Ken Blanchard. He was one of a team who helped fully develop the concept.

The good news about Situational Leadership is that it's a proven 40 year old leadership learning program. The bad news about it is the same ... it's a 40 year old program. Yet, that is a misleading thought. As it is as current as this first decade in the 21st century.

A few weeks ago I enjoyed the opportunity to be a part of a week long class of professional HR managers and consultants taking the seminar version of this course. I'd already read the book by Dr. Paul Hersey, so I knew just enough to be dangerous. The class helped me truly understand the model ... I learned a ton.

Let's back up. The Center for Leadership Studies, headquartered in Escondido, California is the host for this program. And three others, too ... Situational Parenting (that's another interesting story), Situational Selling and Situational Service. My first interest is leadership.

The Center was established in the mid 1960's by Hersey for research purposes. Out of his findings fell the Situational Leadership model. Today thousands of organizations have used Situational Leadership training programs to help grow performance among leaders and leaders to be, and to enhance work environment development.

SitLead skills are about leadership, not management. They make a clear definition between these two disciplines;

"Leadership is any attempt to influence the
behavior of another individual or group."

The sub-definition is that effective leaders make things happen. Effectiveness has to do with people's attitude about performing their work. Emotion and feeling play a major part.

Management is different. Here is the SitLead definition;

"Management is working with and through others
to accomplish organizational goals."

This has more to do with success, accomplishment, achievement ... how well the job gets done. It's a much more rational measurement.

Since the turn of the new century leadership has been on both a high ... and a low. High with Rudy Giuliani, former Mayor of New York City, Louis "Lou" Gerstner. Jr., retired Chief Executive Officer of IBM, and Jack Welsh of GE. And low from Enron, WorldCom and the like. In both collections those at the top made a huge difference. Some good ... some bad.

Yet, Situational Leadership has a far greater reach than just the top dog. The concept applies equally to managers of a convenience store chain, a manufacturing facility, an insurance headquarters office.

Here is a mini-summary of each (S = style);

  • S1 = Telling; Means giving specific instructions with close supervision. This is a high task low relationship style. Almost dictator like. Who, What, When, Where and How is shared. Communication is mostly one-way. Leader makes the decisions. With instructions as you go. KISS applies.
  • S2 = Selling; Equals explaining your decisions, providing clarification ... and letting go. This is a high task / high relationship style. Who, What, When, Where, How and Why (this is key) are your responsibility. Two-way dialogue is in, yet the leader makes the decisions. You ask questions to clarify understanding ... and reinforce small improvement.
  • S3 = Participating; Here you share ideas and facilitate in decision making and then implementation. This is high relationship and low task style. You encourage input, and then listen. Two-way communication and involvement key. You support risk-taking and compliment the result. Participating is praising and confidence building.
  • S4 = Delegating; Here you turn over decision making and implementation ... and walk away. This is low task / low relationship style. You give the big picture, offer light supervision, if required - or asked. And are always accessible. Sure, you monitor the activity. Afterwards you reinforce the results.

Why is it important to know the difference between styles of leadership? Because people are different. Tasks are different. The combination of what needs to happen and those charged with making it happen means different strokes for different folks. The situation is different. This is one of those "duh!" experiences.

As I'm penning this a member of my family is experiencing her first 40 hour a week work environment. She's 18, a straight 'A' university sophomore, and needs a lot of S1. That's just the way it is. My guess is before she returns to school in the fall she'll experience a few S2 opportunities, and probably S3, too. It's highly unlikely S4 will ever cross the mind of her supervisor. Hey, the kid's 18 ... and this is her first real job.

Learning Situational Leadership is easy. And hard. It takes time, and practice to learn how to do it right. Just like anything else worthwhile. One of the teaching methods is the use of cases and stories. That happens in the seminar training, as well as the book. Some are "real", some made-up. They give examples of situations where leadership is needed. The idea is to work through these to learn what approach is best to accomplish the task.

This is a paragraph from www.situational.com ... for 41 words it summarizes the ideals rather well;

"Today's work place is characterized by constantly
changing dynamics. Now more than ever, responsive
leadership is a critical factor in organizational success.
To be effective, leaders need to adapt their styles to fit
a broad range of individual and team situations."

Sounds like a winning approach. Visit the web site -- Center For Leadership Studies - http://www.situational.com/ -- and give it a look. Situational Leadership may find a place in your organization.

. . . a loose thought

Puns for Fun

Without looking at Webster's, not sure what the definition of "pun" is.

Yet, I know this list is fun. EnJoy this Baker's Dozen ... plus one;

  • A grenade thrown into a kitchen in France would result in Linoleum Blownapart.
  • Corduroy pillows are making headlines.
  • Santa's helpers are subordinate clauses.
  • Those who get too big for their britches will be exposed in the end.
  • A gossip is someone with a great sense of rumor.
  • You know, a lot of money is tainted ... t'ain't yours and t'ain't mine.
  • Acupuncture is a jab well done.
  • Is a book on voyeurism a peeping tome?
  • When an actress saw her first strands of gray hair she thought she'd dye.
  • A boiled egg in the morning is hard to beat.
  • Bakers trade bread recipes on a knead to know basis.
  • Sea captains don't like crew cuts.
  • The man who fell into an upholstery machine is fully recovered.
  • A chicken crossing the road is poultry in motion.

... and one more Idea

An eon ago Burt Dubin came into my life. And has stayed. We continue to swap ideas.

One area of common ground is we're both speakers. And, Burt is a "teacher" ... working with professionals helping them grow to masters - as well as new comers just breaking in to the speaker business.

To learn more about what Burt might offer you, visit his exclusive resource and most interesting web site. Plus, you may wish to opt-in for his FREE E-zine. It's easy - surf to www.SpeakingBizSuccess.com and take a tour. Or send an E-mail to burt@speakingbizsuccess.com.


Every week I find something from Anonymous worth sharing. This week I'm using the same introduction as last week ... as it applies.

Business is competitive ... and becoming more so. Meaning, your antennas must be high on alert. Always. Here is an opinion from Anonymous

"If you lead through fear you will have little to respect:
but if you lead through respect you will have little to fear."

"Quotes with Direction" has been a part of my web site collection from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/. There's a new batch up every 4 weeks.

... another Idea

New business friend Gerry Sacks of Houston, Texas sent me here. It turns out this leading information resource from the financial world offers a collection of marketing & sales ideas. Still, no matter your business, you will find good material here. Offered by 80+ experts (including me!) ... visit ProducersWEB.com

"It IS What's Next!"

It's become known as "the story".

I've shared it with a number of health care organizations, a database marketing business, a direct marketing firm, a publishing organization, a DM association - and several others. And I'm ready to bring it to your group. (Visit It IS What's Next!)

When you have a need for a 40-60 minute program, I'll give you this different, interesting, meaningful, warm and true action presentation. If you want a half-day interactive seminar, that can happen, too. For your club. Your company. Your organization. Your association. Your school or University. Any group you have. At any place. At any time. For any reason.

It IS What’s Next! is available to you as a Keynote Address. As a special program. As an opening or closing presentation. As a different / unique session.

Interested? Visit the web site @ It IS What's Next! And E-mail me Ray@RayJutkins.com and let's make it happen. I look forward to hearing from you. Soon.

Thank you!

More Speaking of Speaking

Thursday evening, September 26 Ray kicks off an annual event for the Los Angeles Direct Marketing Association.

His opening night topic for this 9-week school is 40-30-20-10 ... Blast Off with Direct Marketing into the 21st Century.

You can go to the web site (Los Angeles Direct Marketing Association) for the complete schedule, or E-mail coordinator Bob Hughes (BHughes@bertco.com).

In November Ray will be back in Central Europe, teaching DM to those formerly behind the Iron Curtain. Watch this space for details.

Magic Marketing Minutes

Some Direct Mail Truths

Developing good Direct Mail is an art...it is NOT a science. Still, there are

some "truths" to help make your Direct Mail better. Here are just a few:

#1). Your copy should be as short or as long as it needs to be to make your point.

#2). Your copy should be informal and directed to your readers interest.

#3). The opening paragraph of a letter or brochure should contain no more than 11 words for maximum effectiveness.

#4). No single paragraph should ever have more than 7 lines of copy. If it does, break it up into additional paragraphs.

#5). Use typewriter style type when setting your direct mail letters. Why? It looks more personal.

#6). Use a serif typeface. Serif typefaces are the kind with little feet. The hooks at the end of the letters. And they are much more readable.

#7). Use short words of 5 letters or less. About 2/3 of all your words should be 5 letter words or less.

#8). Use short sentences. The average should be about 14 words per sentence.

And remember, there is no known limit to the number of times you can contact your best prospects by Direct Mail. Mail until your return vs. your expenditure is no longer profitable. Use Direct Mail - it pays.

The Works of Marketing with Ray INDEX

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