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GREAT COMMUNICATION SECRETS OF GREAT LEADERS
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principles . . . that have actually lived on in our people.” Lazarus believes that
Ogilvy’s befriending of her as a young pregnant woman stemmed not only
from his sense of “democracy” but also from its being another way of “chal-
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lenging the status quo.”
By telling and retelling her story and the story of her relationship with
Ogilvy, Lazarus is building upon the virtues of the past as a means of creating
the future—of growing the organizational brand, so to speak. Her stories
remind others of the evolution of professional women as well as the opening
of new doors of possibility for both men and women. As Ogilvy did, Lazarus,
too, values a “meritocracy.” People remain at O&M because they contribute.
“[Ours] is a non-political culture. . . . It’s an organization that holds its people
accountable.” 28
Accountability is essential to leadership, and through her words and
example, Shelly Lazarus, brand leader, demonstrates what it takes to lead by
developing others and challenging them to find their own paths. Her stories
provide illumination for others who are seeking to create their own way or to
add luster to their own brands.
Leadership Communications Lessons
Understand the power of the media. Lazarus knows how to create
excitement around a product or service offering. The same tech-
niques that are used to sell products can be applied to selling
leadership messages.
Take a stand. Lazarus has been an advocate for the integration of
work and life and has made it a visible issue within her company.
Be visible. As an advertising professional, Lazarus understands the
power of communications and uses it to disseminate messages.
She is a frequent public speaker as well as a good person to inter-
view on the role of women in business.
Strive for balance. A mother of three, Lazarus integrates her work and
her life in ways that give meaning to herself and her family as
well as set a good example for men and women in her firm.
Live your message. As one of the highest-ranking women profession-
als, Lazarus is both a role model for women and an example to
men with working spouses.