Why Millennials Are Leaders and The Importance of Servant Leadership

When I started at Cerasis, the company had never formally marketed before. We were one of thousands of third party logistics companies (3PLs). With such a vast array of 3PLs, the sheer number, and some who have had long standing mature marketing programs, I knew it was important that Cerasis took a different route. I knew it was important that we showed our leadership and found our voice. In the logistics space experts are needed.....but more importantly, they are wanted. In this way, I knew through our newly establish blog, we could show that expertise. Who doesn't want to go to the mechanic who doesn't just tell you what you need done to your car, but also educates you along the way? Undoubtedly, that value (and ongoing relationship) the mechanic provides will ensure that you will go back to THAT mechanic over anyone else trying to get your business. True leadership, in the end, is not about who is in charge, who has the most money, or who has the most resources. It's really about who offers the most value. So, in the case of Cerasis's marketing program, in the beginning, it truly felt like David going after Goliath.

I was lucky enough to hear the great business author of the book David and Goliath: Underdogs, Misfits, and the Art of Battling Giants, Malcolm Gladwell, speak last week at the Magento Imagine eCommerce Conference put on by eBay inc. It was a fabulous conference full of bright people truly transforming the way business is done. My business hero is Malcom Gladwell, and the way that he proves a story through data is what I carry with me to this day. I approach marketing in this way. Even on my LinkedIn profile, my Summary states, "If it can't be measured, it shouldn't be done." Malcom Gladwell said in his David and Goliath book:

There is a set of advantages that have to do with material resources, and there is a set that have to do with the absence of material resources- and the reason underdogs win as often as they do is that the latter is sometimes every bit the equal of the former.

I truly believe, it is our lack of resources that other logistics giants have access to that has made our marketing program so successful (if you're interested in reading a case study on our results, you can do so here.)

Now, I am sure you have read all of the stories from folks who believe that my generation, the Millennials, are entitled, lazy, and have chosen NOT to go into fields such as logistics, transportation, or manufacturing. I and a few of my peers and friends, aim to prove that notion wrong. I for one have extreme belief in my generation to do amazing things, and to work in the industries that support manufacturing. It's almost like the same fight when I started doing marketing for Cerasis....a David and Goliath scenario. It's hard out there for a Millennial: some of the highest student debt, highest unemployment rates, and heck, many people may age still live with their moms. Yet, I believe with this tougher access to as many resources, our generation will be the David to disrupt the paradigms and business models (Goliaths) that will change this world.

Logistics Leadership Requires Vision and Service Attitudes: Think Like David

David was an archer not a foot soldier. He refused to wear the king’s armor protecting him in close combat. He understood his own strengths and weaknesses taking on a giant. It was his vision that cleared the path and one day he became a king. Leaders do not have titles; they are the first to serve. The greatest gift is vision and it does not belong to people with titles; it belongs to those with dreams.

At Cerasis, it is a different setting for us and the same as we take the blood, sweat and tears of our client’s livelihood and deliver their promises of freight to their customer effectively and with a goal of no issue at a great cost. This takes vision to deliver because of the many facets of the logistics field can confuse the best of us. Vision is not a result. David’s vision was fighting Goliath with a sling; not by the results of striking his enemy with one head shot. Just as profit is a result of our vision. The only real danger is not creating the dream into a vision. Dreams once broken down into bite sized pieces with time frames leads to action thus into vision. David decided what he needed to do and more importantly he chose what not to do, therefore discovering clarity.

Vision is a precise, clearly defined goal with a detailed plan and timetable for achieving that goal. Hope is the fuel of seeing vision that accomplished. From the outside in, as I have always been a marketer and am new to logistics, the logistics industry, looking at both the people and companies that are competing, I have seen very few with a vision. This is not uncommon in any industry. My concern is the amount of details that it takes to be successful living in the complicated margins logistic companies both live and die in (including Cerasis). Vision could be the clarifying light. How do we get clarity? One litmus test that could be applied to understand if we have vision; why should anyone care that I got up this morning?

I’m guessing on that morning David fought the giant, while realizing his vision, he did not see his day finishing off the way it did and he was prepared to meet it.

My interest in logistics is discovering the visions of both parties and mutual synergy. Here is why: The details matter. Bringing the raw materials (even finished products) through the process to the end user is not necessarily easily done flawlessly. Even finished products are raw and unused until they are consumed. Converting the liabilities (unused) into assets (consumed) is the task set before 3PL organizations. Understanding the detailed vision just as David’s understanding: that archery and not fighting a ground war by sword can lead to success.

I’m a personally looking for an opportunity to be able to serve from the inside at Cerasis. I aim to be a Millennial who makes a difference in this world through leadership, vision, and a servant attitude to win the battle.