• February 5, 2025

The Seven Habits of Highly Effective People

Self help or a master class in leadership? Both?

If you’ve read it, you’ll know Stephen Covey’s The 7 Habits of Highly Effective People offers a framework for personal and professional development. But it is a phenomenal tool to influence brand differentiation, audience engagement, culture-building, and commercial storytelling. 

For those that haven’t read it, we’ve broken down these habits and looked at how their use by brands have led to significant business outcomes to offer some real-world examples of this awesome book at work. Enjoy! 

1. Be Proactive: Shaping the Narrative Before Others Do

Effective leaders don’t wait for crises to define their story; they actively shape the narrative to inspire confidence and alignment. Consider the example of Zoom during the pandemic. As remote work exploded, Zoom didn’t just let its technology speak for itself. The company proactively communicated how it was evolving to handle unprecedented demand, bolstering user trust through updates on security and new features. Internally, Zoom’s leadership also prioritized transparency, regularly sharing updates with employees and customers alike to ensure everyone understood the company’s direction.

Storytelling takeaway: Being proactive in your communications sets the tone for your organization’s purpose. Whether it’s in a team meeting or a global PR campaign, use storytelling to shape the narrative before someone else does it for you.

2. Begin with the End in Mind: Define and Communicate a Clear Vision

Covey’s second habit is a call to focus on purpose. For leaders, this means articulating a vision that inspires. Look at Elon Musk’s relentless storytelling about a multiplanetary future for SpaceX. Whether you love or loathe him, his ability to tie every product, launch, and failure to a larger purpose keeps stakeholders engaged.

PR and comms play a pivotal role in amplifying a vision. Use storytelling to align employees with mission-driven narratives through internal newsletters, while engaging external audiences with consistent messaging that differentiates your brand.

3. Put First Things First: Prioritize What Matters and Tell the Story

When Airbnb faced near-collapse during the pandemic, it refocused on its hosts—the backbone of its platform. By prioritizing their needs and amplifying their stories through blogs and ad campaigns, Airbnb rebuilt trust and loyalty, paving the way for a strong recovery.

For leaders, this habit is about focusing on what drives the most impact. Prioritize storytelling efforts that resonate deeply, both internally and externally, to drive meaningful engagement.

4. Think Win-Win: Build Relationships Through Shared Stories

Leadership thrives on relationships, and storytelling is a powerful tool for fostering collaboration. Think of how Starbucks encourages baristas to share their personal stories with customers, creating an emotional connection that goes beyond coffee.

Leaders can create a win-win culture by encouraging employees to share their experiences. Internally, this builds camaraderie; externally, these authentic stories humanize your brand, driving differentiation in competitive markets.

5. Seek First to Understand, Then to Be Understood: Listen Before You Speak

Covey’s fifth habit reminds leaders that storytelling begins with listening. Nike’s “You Can’t Stop Us” campaign emerged from deep listening to athletes and communities, addressing challenges like racial injustice and the pandemic. The campaign resonated because it reflected the stories of its audience.

PR agency should incorporate social listening tools to identify themes and narratives that matter to their audience. Internally, leaders can use listening sessions to gather insights, turning employee feedback into action.

6. Synergize: Collaborate for a Stronger Story

Diverse perspectives create stronger stories. When LEGO faced stagnation, it invited customers to co-create designs through platforms like LEGO Ideas. This collaborative approach reinvigorated its brand and opened new markets.

Leaders can foster synergy by encouraging cross-departmental collaboration, using storytelling workshops to align teams around shared goals. A PR agency can spotlight these collaborations to showcase innovation and unity.

7. Sharpen the Saw: Invest in Growth and Renewal

Covey’s final habit reminds us that growth is a continuous process, not a destination. Leaders who “sharpen the saw” invest in the development of themselves and their teams, ensuring the organization stays relevant in an ever-changing landscape.

Adobe provides a great example of this principle in action. The company transitioned from a traditional software model to a cloud-based subscription service, reinventing itself for a digital-first world. As part of this shift, Adobe consistently invests in employee upskilling and customer education through resources like the Adobe Creative Cloud tutorials and community events. These initiatives don’t just enhance skills—they deepen engagement and loyalty among employees and users alike.
Our Storytelling takeaway: Build a culture of growth by embedding renewal into your narrative.

Internally, share success stories of upskilling and innovation.

Externally, use thought leadership to highlight how your brand is staying ahead of the curve.

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