Kindness is an agency’s true superpower
In an competitive industry, it's important to show strength through compassion, writes HERD MSL chief strategy officer Stu Wragg.
Recruitment of talent is a top focus for agencies right now, and for good reason. The skills shortage is unlike anything I’ve seen. Yet, in the rush to hire and onboard new folks, it is critical us agency leaders don’t overlook something that’s just as important. That something is agency culture, or to be specific, an agency culture that encourages kindness.
By kindness I mean the quality of being generous, helpful, and caring about other people. The quality of doing things that positively impact others.
I’ve been fortunate to work in organisations that have promoted kindness, so I’ve seen first-hand its positive impact. A culture of kindness is what fuels teams to be their best, results in the highest quality work, and gives people the strength and resilience to handle the various events our professional and personal lives throw at us.
Kind people make the best agency leaders. They empower team members to be their perfectly imperfect selves and encourage consultants to play to their strengths. Their kindness is used to forge authentic relationships, understand how they can help, and drive action so people can thrive.
I’m sure all of us would say we’re kind, and most of us are, but being kind at work isn’t always easy. The challenge to deliver great work, meet deadlines and hit targets can sometimes make being kind more difficult than it should be. I describe myself as a kind person but can easily recall moments where, under the stress of a situation, my kindness has slipped.
Yet trying to be as kind as possible is important because it forces us to look outward not inward. It focuses our attention on what contribution or difference we can make to others, rather than only thinking about ourselves. When we focus on doing helping others, it makes us feel good in return. It’s a win-win scenario.
I used to think being kind in the context of professional life was a sign of weakness, but over the years I’ve realised it’s anything but. Some of the most successful people I know are also some of the kindest people I know. It’s super clear to me that kindness and success are not mutually exclusive.
The best clients I’ve ever worked with have also been the kindest. I say that not just because it’s made working together enjoyable but because their kindness has inspired teams to go above and beyond. Personally, I know I have delivered the most impactful work of my life for the kindest clients.
In an agency setting, the quality of kindness is critical because we’re people-powered businesses. To be successful we must be outwardly focused. We must constantly consider what we can do to help other people, whether that be our team, our clients or the partners we work with. When you stop being kind to each other teams don’t function as well, people leave, and the work suffers. All of which can hold back agency growth.
Given the ongoing uncertainty and challenges of the year ahead, I hope everyone working in agency-land can find opportunities to be kind. From checking in on each other to asking meaningful questions when we connect, there are no shortages of opportunities to practice being kind.
A culture that prioritises kindness is one of the most important things agencies can do to create a positive impact for people, the organisations we work with, and our own wellbeing.
Stu Wragg is the chief strategy officer at Herd MSL.
