Alan Humphries - FED Consultant

One of the concepts I struggled with when I started consulting was that of context.  I sort of understood it but wondered why it was so important. Help came when I recognised that it’s all about what shapes our mindset and behaviour. Let me explain.

Take the case of a Brand Manager who, like me, was struggling with the concept of context. To help her I asked what the big drivers were that were shaping her brand. She instantly replied ‘health’. Settling on this context had helped the team to define the brand and shape how the product was marketed.

Next I asked her about the context of the brand organisation?  She considered this and said “power and control.” When I inquired why this was so she talked about a European-wide reorganisation which had led to the Centre now calling the tune and forcing the various country brand managers to implement the centre’s programmes.

“So what about the context for your customers,” I asked. “Easy,” she replied. “Margin.  That’s all they care about.”

Finally I asked about her personal context. What was shaping her world? And she leaned over the table and whispered that she’d just found out she was pregnant. It was crystal clear in that moment just what a big shift in context this news was having on her, her husband and on her future.

So what about your world? Take a few moments and think about what drives your own leadership, what influences the way your team behaves and what shapes the way you live your personal life?

By Alan Humphries, FED consultant and coach