How Has An Unconventional Leadership Strategy Impacted Your Company's Direction as a Chief Executive Officer?
Unconventional leadership strategies can sometimes steer a company's direction in remarkable ways. In this article, insights from a Managing Consultant and CEO and a CEO reveal impactful leadership methods. Discover how applying improv comedy principles and adopting a leader-as-navigator mindset can transform businesses. With twenty-four unique insights, this post offers a wealth of knowledge from industry leaders.
- Apply Improv Comedy Principles
- Encourage Bottom-Up Innovation
- Develop AI Business Advisor
- Expand Into Untapped Service Areas
- Seek Team Input on Decisions
- Let Employees Choose Projects
- Eliminate Fixed Working Hours
- Implement Silent-Brainstorming Sessions
- Hire and Cultivate 'Rock Stars'
- Launch Client Immersion Program
- Publish Proprietary Framework
- Offer Success-Based Pricing Models
- Transition to Fully Remote Team
- Implement Reverse-Mentorship Program
- Embrace AI-Driven Platform
- Revamp Visual Identity
- Trial New Hiring Model
- Avoid Fixed Leadership Strategy
- Adopt Reverse-Mentorship Approach
- Encourage Decisive Action
- Remove Helmets and Pads
- Embrace Confrontation for Transparency
- Prioritize Done Over Perfect
- Adopt Leader-as-Navigator Mindset
Apply Improv Comedy Principles
Absolutely! One of the most unconventional leadership strategies I've implemented at Spectup came from an unexpected source—my love for improv comedy. I remember thinking, "What if we applied the 'Yes, and...' principle to our brainstorming sessions?" So, we gave it a shot.
Instead of immediately shooting down ideas, we started building on them, no matter how wild they seemed at first. This approach led to some truly innovative solutions for our clients. For example, when working with a fintech startup, one team member jokingly suggested using memes to explain complex financial concepts. Instead of dismissing it, we ran with it. The result? A viral marketing campaign that boosted our client's user acquisition by 200%.
This strategy didn't just impact our client work; it transformed our company culture. Team members became more willing to voice unconventional ideas, knowing they'd be heard and potentially expanded upon. It fostered a sense of psychological safety that's crucial for innovation.
The ripple effect was significant. Our reputation for out-of-the-box thinking grew, attracting more diverse and challenging projects. It even influenced our hiring process—we now look for candidates who can think on their feet and build on others' ideas.
Looking back, embracing this unconventional approach was a turning point for Spectup. It's a reminder that sometimes, the best leadership strategies come from unexpected places. Who knew my hobby would end up shaping our company's direction?
Encourage Bottom-Up Innovation
I implemented an unconventional leadership strategy focused on bottom-up innovation, which significantly impacted our company's direction. Rather than relying solely on top management to drive strategic initiatives, I encouraged all team members to contribute ideas and solutions to enhance our products and processes. We established an "Innovation Lab" where employees could experiment with new concepts without the constraints of their daily responsibilities.
One instance that stands out was when a junior developer proposed a new feature for our mobile app based on feedback they received from users. Instead of dismissing it as an entry-level suggestion, I facilitated a collaborative workshop where the developer could present their idea to a cross-functional team. This not only empowered the developer but also fostered a culture of inclusivity and creativity within the organization. The team worked together to refine the concept, leading to the successful implementation of the feature, which increased user engagement by 25 percent within a few months.
This approach significantly shifted our company culture, as employees began to feel more invested in our mission and valued for their contributions. It also encouraged a continuous flow of innovative ideas that have helped us stay ahead in a competitive market. By embracing unconventional leadership strategies, we not only improved our product offerings but also strengthened team cohesion and morale, positioning Software House for long-term success.
Develop AI Business Advisor
As the CEO of Profit Leap, an unconventional strategy that impacted our direction was developing our AI business advisor, Huxley. Early on, we provided traditional consulting services to small businesses. Revenue was inconsistent as projects ended.
To create recurring revenue, we invested in developing Huxley, an AI chatbot to provide 24/7 business advice. This was risky, as AI was unfamiliar to our clients and required substantial resources. However, Huxley's potential for scalability and automation was huge.
Huxley now answers over 10,000 questions a month and generates 60% of revenue through monthly subscriptions. Developing Huxley shaped our transition to a tech-enabled consulting firm. The freedom from relying solely on human consultants allowed us to expand into new markets through partnerships with companies serving thousands of small businesses.
Though developing AI was unconventional, Huxley's ability to deliver value at scale has been pivotal to sustainable growth. His seamless integration into our services infrastructure keeps costs low while driving loyalty through an unparalleled customer experience. Huxley embodies our vision for business acceleration through human and artificial intelligence.
Expand Into Untapped Service Areas
As the CEO of OneStop Northwest for over 20 years, an unconventional strategy that significantly impacted our direction was expanding into untapped service areas. Early on, we focused solely on web design and development. To reduce risk and drive growth, we invested in developing new service lines like social-media management, SEO, and video production.
While diversifying was unconventional in our industry at the time, it proved pivotal. When web design declined during economic downturns, our other services remained steady. Over time, cross-selling these services to existing clients also became a major revenue driver.
Another unconventional strategy was developing partnerships with companies outside our area of expertise. For example, partnering with a leading payments processor allowed us to offer e-commerce solutions, boosting revenue by over 30% last year. Partnerships with HR and accounting firms also generate regular referrals, highlighting the power of strategic alliances.
For businesses looking to significantly impact their direction, I advise expanding into new, complementary service areas and forging partnerships outside your core competencies. While unconventional, the rewards of diversification and strategic alliances can be game-changing. The key is choosing partnerships and service areas that align with your strengths and customer needs.
Seek Team Input on Decisions
My leadership style reflects the way I run our company — as a collaborative team. While this approach may not seem as unconventional now as it might have been 20 years ago, I consistently seek input from my team on decisions that impact all of us. It's important to me that they know what's going on, and I get their feedback on it. While I don't rely solely on their feedback, I place significant weight on it when making important decisions. This aligns with a democratic leadership style, where I strive to make thoughtful decisions while always prioritizing what's right. My team trusts that I have their best interests at heart, and together, we keep our clients' needs at the forefront of everything we do.
Let Employees Choose Projects
I once took an unconventional approach by letting employees choose their projects based on their strengths and interests. This shifted our company's dynamic, allowing team members to work on tasks they felt passionate about, which increased engagement and productivity. Instead of assigning roles from the top down, I trusted them to make decisions. This freedom led to some innovative ideas and improved customer satisfaction. While it was a risk, it created a culture of ownership and creativity that ultimately pushed us in a more customer-focused direction.
Eliminate Fixed Working Hours
One unconventional leadership move we made was eliminating fixed working hours. In software development, people have different peak productivity times. So, instead of a strict 9-to-5, we shifted our focus to deliverables and deadlines.
This required trust and accountability, but we tracked progress using project management tools. The result? Happier teams, better retention, and faster project completion. Clients saw improved outcomes, with fewer bugs and quicker turnarounds.
By prioritizing results over rigid schedules, we created an environment where people could thrive. This shift changed how we operate and improved both team performance and client satisfaction.
Implement Silent-Brainstorming Sessions
One time, I implemented silent-brainstorming sessions as an unconventional-leadership strategy, where everyone writes down ideas individually before any group discussion. This eliminated the usual dominance of louder voices in meetings and allowed more introverted team members to contribute freely. As a result, we uncovered a unique product feature that hadn't been considered before but ended up being a game-changer. The new feature led to a 15% increase in sales within six months. By creating a space where all ideas could surface, we fostered creativity and made a significant impact on the company's direction.
Hire and Cultivate 'Rock Stars'
While I am a huge fan of structure and process, there is one area where my strategy may be perceived as a bit unconventional. In the hiring process, it is vital to build teams based on defined skills, fit, and experience. However, I always keep my eyes open for 'rock stars.'
Rock stars are individuals normally in the early part of their careers. They are individuals who you can see are way more talented than even they may be aware. And they are a rare find.
Scoop them up. In addition to deep satisfaction in cultivating an individual to their fullest potential, their contribution to the company will be significant. And while they may ultimately outgrow their intended purpose, you will always be the one who brought out their best.
Launch Client Immersion Program
One unconventional leadership strategy that significantly impacted Origin Web Studios was our decision to implement a "Client Immersion Program." It's like deep-diving into a website's back-end—you gain insights you'd never get from just looking at the surface.
We started sending our team members to spend a day working alongside our clients in their businesses. For instance, a web designer might work a shift at a client's retail store, or an SEO specialist might shadow a client's marketing team.
This approach was unconventional because it required time away from billable work. However, the impact was remarkable. Our team gained a much deeper understanding of our clients' day-to-day operations and challenges. It's similar to how understanding user behavior improves web design—we could now create more tailored, effective solutions.
The program led to more innovative website designs, more targeted SEO strategies, and more effective paid-ad campaigns. Our clients were impressed by our level of understanding and commitment.
This strategy not only improved our services but also strengthened our client relationships. It's a reminder that sometimes, stepping out of our comfort zone and traditional roles can lead to significant breakthroughs. In the digital world, as in business, innovation often comes from unexpected places.
Publish Proprietary Framework
An unconventional leadership strategy that significantly impacted my company's direction occurred when I decided to publish a proprietary framework I had developed over 15 years. Traditionally, consultancies keep their methodologies secret, seeing them as competitive advantages. However, after working on some of the largest business-transformation projects in the UK, including being called to rescue failed transformations, I encountered resistance from other consultancies. In one instance, my work was presented back to me, stripped of my name, by competitors who sought to take credit and prevent me from using my own approach, which would have saved the client considerable resources.
Rather than continue in an environment where my work was undermined, I chose to take an unconventional route. I made my framework public by publishing it in a book titled 'The Business Transformation Playbook'. This decision was contrary to the tradition of management consultancies and their proprietary secrecy, but it allowed me to take control of my own work and share it with the world.
The results exceeded expectations: the book became a six-time international bestseller, selling in over 13 countries. My framework is now used by tens of thousands of practitioners and hundreds of companies around the world. Furthermore, the publication of the framework led to the creation of an academy offering certifications and training on the methodology, expanding our reach globally.
This open approach also positioned our business for future growth, as we are now in the process of launching an AI-driven platform based on the framework to support organizations in their business-transformation efforts.
The lesson for others is that sometimes, the most effective strategy is not to guard your knowledge but to share it. Publishing my work shifted the power dynamics and opened up new opportunities that would have never been possible had I followed the traditional path. If you believe your work can bring value, don’t be afraid to make it accessible—doing so might just transform your business in ways you didn’t expect.
Offer Success-Based Pricing Models
As the founder of a fractional-CRO agency, an unconventional strategy that significantly impacted our growth was offering "success-based" pricing models. While fixed-fee and retainer models were typical, I believed aligning our incentives with clients' business goals would build trust and foster long-term partnerships.
We piloted a program offering performance-based pricing for lead generation and landing page optimization. If we didn't achieve a minimum lift in conversions within three months, clients owed us nothing. This incentivized us to gain a deep understanding of each client's business and customers. The results were transformative. On average, clients saw a 43% increase in lead conversion rates, and several have expanded engagements to include ongoing marketing and sales-ops support.
Though a risk, performance-based pricing aligned with our goal to be a strategic partner, not just another agency. Unconventional strategies often emerge from re-evaluating outdated practices through the lens of serving clients and company purpose. While risky, they can open up opportunities once thought impossible, as with our performance-based model. The key is cultivating a vision expansive enough to see beyond "the way it's always been done."
Transition to Fully Remote Team
As founder of Rohg Agency, an unconventional strategy that significantly impacted us was moving to a fully remote team. Previously, we operated like a traditional agency, with everyone working on-site. However, managing office dynamics, rent, and inefficient meetings dominated my time.
I took a risk and transitioned my team to be 100% remote, hiring freelancers around the world. At first, there were challenges ensuring accountability and collaboration. However, with tools like Slack, Zoom, and efficient processes, we've overcome them.
Now over 50% of our revenue goes directly to talent rather than overhead. Creatives have the flexibility to do their best work. I have more time to focus on clients and strategy. The results have been transformative. Our output is higher, the work is better, and we've gained exciting new clients who value our model.
While remote work won't suit every business, don't assume it can't work for yours. With the right vision and team, unconventional strategies can open up opportunities that seemed impossible. The key is recognizing when industry norms no longer serve you and having the courage to forge a new path.
Implement Reverse-Mentorship Program
As CEO at ACCURL, I implemented a reverse-mentorship program where junior team members mentored senior executives. This unconventional approach allowed fresh perspectives to flow into leadership decisions, breaking down hierarchical barriers and fostering innovation. One significant outcome was the redesign of our production processes, which led to a 15% increase in efficiency. By empowering younger voices, we adapted faster to market changes and created a more dynamic, forward-thinking company culture.
Embrace AI-Driven Platform
In early 2023, when AI started gaining traction, I was genuinely nervous. Our business revolves around creating pitch decks—both the writing and design aspects. Writing, in particular, seemed at risk since AI models were quickly proving adept at that task. Rather than shy away from the threat, I chose to embrace it and launched an AI-driven platform called pitches.ai. We iterated on it four times that same year. Now, while it's still a smaller portion of our revenue, we're confident that as we relaunch and commercialize fully by 2025, it will become a major contributor to our growth.
The strategy I embraced was proactive: instead of worrying about cannibalization, I leaned into it. My mindset was simple—if anyone is going to disrupt my business, it should be me. This decision to be an early mover in the AI space has transformed how we operate and how we view the future, embedding AI deeply into our processes. It's already paying off, and we expect that it will only continue to drive significant impact moving forward.
Revamp Visual Identity
We were working with an e-commerce client who was struggling to adapt to changing market conditions. Instead of following a traditional approach, we advised the client to look beyond their advertising strategy. We helped them stay innovative and improve ad results by shining a light on a problem they've had—unoptimized, non-appealing, and detail-lacking visuals that compromised our conversion and sales potential. In light of this issue, we decided to change the visual identity by revamping images to enhance the perceived value of a product.
Trial New Hiring Model
We used to follow a typical recruiting pattern of growing our team. The results were disastrous: either we couldn't afford the people we wanted, or the people we hired didn't fit our culture immediately. So, after some brainstorming, we came up with a new model. Anyone we hire starts at the same rate for one month. After a month, if it is a good fit, we hire them on to their permanent position. This helps us truly find people who fit our team, mission, and values.
Avoid Fixed Leadership Strategy
Leaders set the direction of a company through various leadership strategies. An unconventional strategy that I, Samuel Gibson, Founder & CEO of Hadron Energy, utilize on a regular basis is this: I do not have a leadership strategy. In the startup ecosystem, you cannot have one way of doing things and need to remain flexible in building an organization. Becoming a disruptor of technology and engineering requires unconventional thinking and the ability to perform under pressure.
Adopt Reverse-Mentorship Approach
One instance where an unconventional leadership strategy significantly impacted my company's direction was when I decided to adopt a "reverse-mentorship" approach. I paired our junior developers with senior team members, tasking the juniors with teaching the seniors about new technologies and tools. This strategy not only helped our senior team members stay updated with the latest advancements, but also empowered our junior developers to take on more leadership roles.
The outcome was remarkable. Our team's overall productivity and morale increased, and we saw a significant reduction in knowledge silos. This approach also helped us identify and develop future leaders within the organization. My advice to other leaders would be to embrace unconventional strategies that challenge traditional hierarchies and empower their teams to take ownership of their growth and development. By doing so, they can unlock hidden potential, foster innovation, and drive business success.
Encourage Decisive Action
I've always encouraged my teams to be decisive. My favorite saying is, "We'll try it, and if it doesn't work, we'll try something else!"
As leaders, we tend to spend so much time outlining the positives and negatives of each option. We have staff meetings, do studies, and hold focus groups when, in reality, many of these decisions don't have huge impacts on the outcome! The difference between two good choices is negligible, but we are able to put off making a decision, then taking responsibility for the outcome if we hem-and-haw around with meetings and discussions.
This also means instilling a sense of comfort with failing. We only learn from the things at which we fail, not the things at which we do right. Being decisive means making quicker decisions, which means that the decision might end up not being the best option--so try something else and learn from the mistake!
Remove Helmets and Pads
Can you share an instance where an unconventional leadership strategy significantly impacted your company's direction?
As the CEO of the American 7s Football League (A7FL), I led a bold, unconventional leadership strategy by removing helmets and pads from the game. This decision was based on a belief that such gear actually leads to more aggressive and dangerous play, especially regarding head safety, as players feel overly protected. By eliminating them, A7FL aimed to reduce head injuries and make American football safer.
This strategy not only helped the A7FL carve out a unique niche in a saturated football market but also allowed the league to attract athletes who wanted a more authentic, competitive experience. The move differentiated the league from traditional football while addressing the growing concern around player safety, particularly concussions.
This decision challenged conventional football wisdom, yet it played a pivotal role in the league's direction, growth, and market appeal.
Embrace Confrontation for Transparency
Most teams and leaders tend to shy away from confrontation, seeing it as uncomfortable territory. We flipped that script. We believe confrontation can drive transparency, ownership, and, ultimately, results. Every other week, we hold a leadership team "battle." This is our space to air frustrations, tackle tough questions, and get everything on the table. The outcome? Stronger leadership, more openness, and a team that's laser-focused on success.
Prioritize Done Over Perfect
Two of our mantras at West + Main are "Done is better than perfect" and "Say yes and figure it out." These two philosophies allow our staff to take risks, to be customer-centric, and to be empowered to make fast decisions, as well as to consider a task complete even if it's not totally polished. Our Creative Team executes on hundreds of orders each week, and every single thing that they make actually sees the light of day, which is very uncommon. And, our Operations side isn't blocked by layers of required approval processes or meetings just to have meetings, which enables a spirit of camaraderie, high productivity, and satisfaction.
Adopt Leader-as-Navigator Mindset
One of the boldest strategies that flipped our company's trajectory was embracing the 'leader-as-a-navigator' mindset. You know how leadership is usually about calling the shots from the top? Well, I decided to do the exact opposite—I stepped back and let others take the wheel. Instead of dictating every move, we ditched the old-school, top-down approach and gave each team the freedom to steer their own course. Now, don't get me wrong, giving up that control was tough. Letting go felt like handing over the remote during the season finale. But it was a game-changer. By pushing decision-making closer to the action, we tapped into a whole new level of innovation. Teams became more invested, more accountable. Suddenly, they were moving faster and coming up with smarter solutions. This shift didn't just boost our execution speed; it transformed the quality of what we delivered. And the best part? We became more adaptable, embedding resilience into our culture and allowing us to quickly adapt to market changes. What started as a leap of faith turned into a whole new way of thinking about leadership, innovation, and growth. Agility and ownership are now baked into our DNA, and I wouldn't have it any other way.
