One of the most important findings of the Lipstick Leadership research so far, is the fact that the women who do reach the giddy heights of dancing to their own tune in the Boardroom, have, in all cases, had a career sponsor. A career sponsor is not a mentor, is not a coach, but is something entirely different. A sponsor is an advocate – a fan!
Let us look at what this ‘fan’ does, and begin by looking at it not from a career perspective, but from a customer and product perspective. At O2, the mobile and telecoms company, the Customer Service Director was once quoted as saying ‘at O2, we do not create customers, we create fans’. Cheryl Black is right. I am a fan of O2, a fan of Apple, but a customer of Marks and Spencer. What is the difference? A customer has brand awareness of your product or service, may even have brand preference and sometimes also display behaviours of brand loyalty, but a fan takes the customer experience to a whole new level and becomes an advocate. They shout about it from the rooftops, bring their friends, refuse to consider another option, look for ways to justify their purchase, loyalty and the brand itself. Mistakes are allowed, but it does not shake the fan from their pulpit of loyal and loud advocacy. It was Walt Disney who exemplified the ‘fan’ culture within Disney by saying to his people, “Do what you do ‘so well’ that they will want to see it again; and bring their friends.” Customers of restaurants purchase more than just a meal, football fans buy more than just a game… Customers, in fact buy three things:
- Good feelings and solutions to problems – customers buy with solutions in mind, not problems; a lovely cup of tea, not a new kettle because the old one has packed up.
- Buy with emotion and justify with Logic – you may ‘need’ a car to get you from A to B, but you really ‘want’ that nice little pink sports car with the soft top and great sound system! Here comes the logic… ‘of course I got a good deal, and it is economical!’
- Understand where they are and what they want – This is about closing the gap between ‘lack’ of something and ‘abundance’ of something - The CEO of Revlon once said, in our factories we make cosmetics, in our stores we sell hope.
It is the same in your career and if we apply the fan principles to your career, a sponsor is ESSENTIAL!
A Sponsor will:
- Shout from the rooftops on your behalf
- Will be aware of your unique brand, will have a preference for your unique brand, will be loyal to your unique brand and will, unreservedly, be an advocate for it above ALL others
- Will recognise where you will create ‘good feelings and solutions to problems’ and will sell the benefit of you in that environment
- Will be empathetic (my colleague at ALLY Coaching & Mentoring, Ali Dawson is writing and studying Interpersonal Intelligence, which by the way is more than emotional intelligence, and she is defining how others ‘tune in’ and create empathy) a sponsor tunes in and has empathy beyond what you do, he has empathy about who you are, how you do what you do, and who you can become.
- Care about your success SO much! He has his own reputation on the line here, and so has a vested interest in the success of the brand he is advocating – you can’t let him down, his reputation depends on it – he can’t let you down, his reputation depends on it!
Finding sponsors is important, and many women don’t do it because they believe that it is politicking. Let me give you some advice, it is not! Politicking is entirely different, it can be manipulative and focused on jabbing your high heel in the person below you on the career ladder. Sponsorship is different, it does not create enemies, and in 100% of the successful women that I have interviewed, each of them have had a sponsor. In one case, a lady told me that she had one main male sponsor, but also a ‘posse’ of others!
Harvard Business Review has just released a report entitled:
The Sponsor Effect: Breaking Through the Last Glass Ceiling
by Sylvia Ann Hewlett, Kerrie Peraino, Laura Sherbin, Karen Sumberg
In the introduction they say “Women aren’t making it to the top. Despite gains in middle and senior management, they hold just 3 percent of Fortune 500 CEO positions. In the C-suite, they’re outnumbered four to one. What’s keeping women under the glass ceiling? According to this report, it’s the absence of male advocacy. High-performing women simply don’t have the sponsorship they need to reach the top. Spearheaded by American Express, Deloitte, Intel, and Morgan Stanley, the Hidden Brain Drain Task Force launched a study in 2009 to determine the impact of sponsorship and why women fail to make better use of it. The study found that women underestimate the role sponsorship plays in their advancement. And those who do grasp its importance fail to cultivate it. Many feel that getting ahead based on “connections” is a dirty tactic and that hard work alone is their ticket to the top. Women’s reluctance to engage senior men as allies is justified. Sponsorship, which often involves an older, married male spending time with a younger female, can look like an affair–and the wider the power gap between them, the greater the risk to both parties. In short, sponsorship can be misconstrued as sexual interest, so ambitious women and highly placed men avoid it. For women, the road to the top is also fraught with judgments about their personal lives. If they’re married with children, their would-be sponsors assume they are less available and less dedicated–and unsuitable for the C-suite. And yet a single woman with no children is often viewed by senior-level men as an oddity or a threat. It’s a classic catch-22: a woman’s personal choices, whatever they may be, brand her as not quite leadership material. What will it take to promote sponsorship? In 2010, leading-edge companies are making relationships between sponsors and protiges safe and transparent. Much work remains. But companies that foster sponsorship of their standout women will gain a competitive advantage in talent markets the world over.” The full report can be found at http://hbr.org/product/the-sponsor-effect-breaking-through-the-last-glass/an/10428-PDF-ENG?referral=00930&cm_mmc=email-_-rtb-_-10428-_-10428_053111_rtb&utm_source=rtb_10428&utm_medium=email&utm_campaign=10428_053111_rtb
Breaking through the glass (or concrete) ceiling to be given the chance of Dancing your best work in the Boardroom requires a new mindset that includes finding a brilliant sponsor (or fan). So how do you go about doing that and who should they be? Should it be a man? If so why?
Next week I am running two workshops, one for the women at Hewlett-Packard, and one for the women in IBM. These women know what its like to work for their organisations, and to continually smack their heads off this ceiling. By the end of the workshop, they will have an understanding of how to grow their brand, grow their career and find others to shout about it on their behalf. What needs to happen for you to run a workshop like this, or engage in career coaching?
For details of workshops and coaching on careers for your women, contact: Lynne Copp, Managing Director, The worklife Company, admin@theworklifecompany.com













