Element Three

Yesterday, Ed McMahon died. And I am of an age to remember his 30 years sitting next to Johnny Carson. He served as a steady sidekick to Johnny through tumultuous decades in American culture...laughing at Johnny's jokes and making him seem funnier than he was (though I would have laughed at Carson's jokes anyway).

McMahon's passing made me realize how often the number two person is the one who makes an organization, system or even a family work. I believe the same is true of business communications and strategic leadership. When working with a large university a few years back, I was struck how, in large working meetings that included chancellors, vice chancellors and other campus staff, the number two person was the one who seemed to know what was really going on on campus. The number two and three people were the one with the ideas, the plans and the ability to execute them. In our world, that translates to having the tools to functionally develop marketing strategy and brand communication.

I'm not saying that the top leader is unimportant. Not at all. It's important to have a torch bearer for the organization's vision and larger strategy. But at this moment, I applaud number twos everywhere. You make things go. And right now, we really need that.