Underscoring Leadership With Great Images

When we consider what defines leadership, we often think about words – how well a CEO or executive can concisely, credibly and clearly articulate the vision and value of his or her organization. The way a leader uses words to express thoughts and get attention is critical.

There is another element, often overlooked, that works to complement what a leader says – images. Sometimes, a truly great photo can bring a message alive.

Quick example – a few years ago, my friend Ed Lallo, a world-class professional photographer, and I were working with Learjet to help the company redefine itself in the competitive field of business aircraft. Learjet had a new corporate jet, and the company’s sales department needed orders. Advertising had not worked.

Ed dreamed up a daring photo – to get Learjet’s then-CEO to stand, unassisted, atop the new Learjet in dramatic early morning light. Ed has a wonderful gift for storytelling through pictures. It was daring because the plane was covered with dew, and the CEO, a good sport, was wearing slick-soled loafers.

Ed was in position with multiple cameras, lifted high above the plane in a crane. Another crane gently positioned the CEO, Brian Barents, on top of the moist corporate jet. Brian folded his arms and smiled with the confidence of a true leader in his industry. Ed rapid-fired his cameras for about one minute, and the photo shoot was over.

We selected one photo, and I wrote a caption that began with the words, “On top of his world … Learjet’s CEO Brian Barents unveils the new Learjet 45 …” Ed then used the powerful Associated Press photowire to distribute our photo nationwide – not some faux newswire that are a dime a dozen these days.

Results included:

• The photo captured the attention of mainstream business editors around the world, expanding audience reach.
• The photo and my caption ran in more than 800 newspapers in the U.S. and worldwide.
• Learjet’s sales orders increased.
• There was not one single news release, just a three sentence caption that helped tell the story with the photo.