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The next exercise to refine your leadership inventory is to make a list of things that are important to your customer. Does your customer want:

• High quality or low price? (Usually, you can’t have both!)
• Personalized service?
• Speedy delivery?
• Lower cost of operations?
• Improved market share?

The list is industry specific, and perhaps unique to the market you are targeting. Meaning, you could be targeting the medical vertical, but within that vertical, dentists will have specific needs.

Now map your leadership criteria to the list of things important to your customer. Finding the cause and effect can be difficult, if not impossible. But having the tough conversations will reveal the thought leaders in your organization. How many of them have the “facts” based on hands on experience, and how many of them are simply brilliant, analytical speakers? Hint: you need both, but lean towards those who have experience.