Liz Bradbury, Director Bradbury & Outhwaite 

As the song says, ‘When the going gets tough, the tough get going’ but many graduates of the ‘80s fail to reason that Billy Ocean’s 1985 number 1 hit also goes onto say that when the going gets tough, the tough get ready.

The lyrics of this song have lots to teach us in the ‘tough times’ we are all now facing.  We are going to have to climb some mountains to be successful. But as CEO’s and leaders of large and small organisations know, ‘when the going gets rough, the tough get rough’.  And by this, the lyric’s writer has given us a stable platform for survival.

‘I got something to tell you’

Be honest with your fellow Directors and employees about the situation you’re facing, Tell them - but also hear and act on feedback.  It’s your employees who are closest to your customers. They often know what they want and it’s your job as a leader to make sure you align yourself and your business to make sure you deliver it to them – consistently.

‘I got something to say’

Say it and stick to it.  One of the biggest ‘gripes’ we hear from employees about their bosses is that they are constantly changing their minds or direction.  This places huge amounts of stress on employees, causes confusion and creates a culture of de-motivation.  Customers pick up on this and none of us want to be part of an ‘unhappy’ ship.

‘I’m gonna put this dream in motion’

Have clear plans, targets and actions to get you to your dream.  Facts and figures are important but you must also win the hearts and minds of employees and customers.  None of us actively buy because of a company’s balance sheet.  What we do buy into is great teamwork, customer service, fantastic products and a supplier who makes us feel valued.

‘Never let nothing stand in my way’

It’s unethical to ride roughshod over your competition. Be known for being the ‘gentleman’ of business – polite, well mannered resourceful and focused.  Riding roughshod over your competition usually means that you have got something wrong in your own business.  Your products, and more importantly great customer service, should speak for themselves and create the highway to get you to your dreams.

‘When the going gets tough’

Yes we are facing challenging times but organisations that survive in such circumstances have a high degree of flexibility to create sustainability.  They are able to look at their own reality and carve out their own path and opinions based on their experience, not that of the Fleet Street journalists. 

‘The tough get going’

Get going, get ahead and keep ahead.  Keep a tight hold of the reins and steer your way through to great results.  Smart CEOs and leaders are investing not in the stock market but in their own people. They are making sure they have the right people with the right skills and attitudes to succeed.  At the end of the day, it’s all about great customer care and service. If you’ve no customers you’ve no business, so care about making sure they come back (and they will if the service is right).