Kindness

Angela Ahrendts, SVP of retail for Apple, once appeared on CBS This Morning to discuss her redesign of the brand’s stores. The interviewer noted that one reason Tim Cook hired Ahrendts, former CEO of British luxe retailer, Burberry, was her proven ability to motivate people. Ahrendts was quoted as saying, “Empathy is one of the greatest creators of energy.” When CBS reminded, she explained,

I think when you’re empathetic, you’re putting yourself in somebody else’s shoes, right? It’s not about you. I think that when you’re empathetic to someone, they open up to you, right? They don’t get defensive. And when they open up, you’re both open and then you can dream and you can, you know, come up with incredible things together. 

Incredible to hear from a successful leader for an iconic brand. Ms. Ahrendts is right. Kindness is strength. Being nice is easy when the pace is slow and the work routine. What takes real focus, real discipline is remaining kind, civil and generous when circumstances are stressful – and a career in advertising is stressful.

Don’t get me wrong. I don’t advocate coddling. Advertising is a business: Deadlines need to be met, KPIs reached, the brand must be built, client expectations exceeded. I know from experience, you can move fast, work hard and still be kind along the way.

Being empathetic means removing fear, because nothing chokes oxygen from creativity faster than fear. Empathy is just exercising the Golden Rule and the manners Mom taught: One-on-one chats with full eye contact and undivided attention. Saying “thank you.” Dinners when working late is not an option – and money for taxis or Uber for the rides home. Public acknowledgement, occasional lunches and Kid Robot collectibles. Remembering birthdays. Gentle little things that remind my team we’re all in this together and, together, we can do great things.