Originally published on August 24, 2022.
Ukraine's President Volodymyr Zelensky seems - or seemed - an unlikely exemplar for leadership at the best of times, much less during the most significant conflict in Europe's history since World War II. Prior to taking office in May of 2019, his history was as a comedian, actor and producer. His political credentials were (rightly) questioned as was his leadership in general. He had not proven himself in any leadership capacity, much less in a neighborhood as dangerous and volatile as Eastern Europe has become especially as the Vladimir Putin's reign as Russian leader has evolved over the years.
Against all odds, and despite all prognostications on his leadership and the resilience and capacity of Ukraine itself, here we are, 6 months into a war that was predicted by a variety of experts to last only a few days or a week at the most. The vision for Russia was a military parade in Kiev, a puppet government installed that would be supportive of imperial Russian designs, and the weakness of western democracy laid bare.
Without question, we can attribute a large part of the current success of Ukraine's war effort to the skill and tenacity of its troops and population at large. There is even some credit to be given to Western powers who have helped in the training of Ukraine's army prior to this time and the not insubstantial supplies and intelligence being provided to Ukraine since the war started. However, the leadership skill being demonstrated by President Zelensky cannot be discounted. So what are the leadership qualities or principles that he has demonstrated and how might these be relevant to other less tumultuous circumstances?
1. Leadership With vs Apart
A sharp contrast in image (and reality) has been evident in terms of how Zelensky and Putin have been portrayed or shown up in media reports. On the one hand, we have the image of Putin separated from foreign dignitaries and his own military and political leadership by long conference tables in an equally large room. The image may be intended to convey power and hierarchy but also comes across as arrogant and out-of-touch. Zelensky on the other hand has been seen on numerous occasions either seated cheek-by-jowl with his closest advisors and fellow leaders or walking the streets of Kiev or other communities in Ukraine. Putin conveys a distance in a real and metaphorical sense from his people. Zelensky is with and shares the pain and burdens of his fellow Ukrainians.
2. Messaging that Matters & Resonates
As the war began so many months ago, and with expectations of imminent defeat for Ukraine so prevalent, Zelensky seemed to mirror Winston Churchill in the darkest days of World War II when he said "The fight is here; I need ammunition, not a ride." In one simple sentence Zelensky encapsulated the fighting spirit of Ukraine while at the same time sending a message that resonated not only with the people of his own country but all those who shared and supported the cause of freedom and self-determination. Zelensky touched an emotional cord with many around the world.
In contrast, Putin has continued to present in a very stolid fashion that mirrors what we have come to expect from decades of Soviet and post-Soviet bureaucracy. The intent is no doubt to present strength and confidence, but his overly long speeches are hardly engaging, are highly professorial in tone and approach, and laced with resentment and grievance that connect with very few, even within Russia itself.
3. Messaging & Context
One of the clear strengths of Zelensky's messaging to the world comes from the way he is presented and shown up at various world forums - mostly of a virtual nature - from the beginning of the war to the present time. This starts even with something as simple as how he dresses for the occasion - not in business suit, but rather in common clothing and combat gear. His presence again conveys powerfully that my country is under siege, times are not normal, and we are determined to prevail regardless of sacrifice. No power suit - as per Putin - for Zelenzky.
Zelensky has also been very successful in understanding his audience and speaking in experiences and metaphors that resonate with that particular audience. He has not used concepts that only have meaning for Ukraine. He has taken time to understand comparative stories that resonate with his audience - whether Canadian, American, German, etc. - and have put those within the context of the war in Ukraine. By doing so he has built common cause with other using their own history to make the connection.
Finally, he has also been at pains to speak to others, albeit in sound bites, in their own language. He has not just relied on translators to convey his message. This is especially true in parts of his message that are the most powerful pieces of what he wishes to convey.
4. Humility
The contrast between the personality and leadership style of Putin and Zelensky cannot perhaps be seen more starkly than when comparing levels of humility (or arrogance). No doubt that the relative power positions of the two nations at war put Zelensky in the least favorable position and suggests a need for humility. This is particularly so when you are literally begging for the means to defend your country and the lives of your citizens (and yourself). Zelensky's honest presentation and engagement with the world has, however, been a source of strength rather than weakness as he continues to rally support for the cause of Ukrainian independence. There is no façade, there is no pomp and ceremony in any presentation by Zelensky. Rather he uses a bare office or the destruction of Ukrainian cities and villages as a backdrop for his work.
5. A Shared Vision
Despite the odds and expectations, Zelensky has continued to speak of a stronger and better future for Ukraine. He paints a picture of a free and united Ukraine. He paints a picture of a Ukraine built back better than before. He paints a picture of a Ukraine that has weathered a storm and comes back stronger. He has been consistent in articulating and pushing this vision of hope since the beginning of the conflict. And it is a SHARED vision. It has encouraged and supported much sacrifice and dogged resistance on the part of the Ukrainian nation. But, combined with the very staying power of Ukrainians themselves, it is also a vision that has inspired action and support from around the world.
This contrasts sharply with what Putin has been able to cobble together. There is certainly a vision, make no mistake, but one that harkens back to Imperial or Soviet Russia. Both models have some nostalgic appeal for some Russians, but clearly does drive a level of commitment or support at the levels that Ukraine is experiencing both within and outside of its borders. Rather, we see strong (although small) dissent within Russia, lack of motivation and performance on the part of the common Russian soldier, and little to no external support that isn't simply driven by cold calculation of what's in it for me (e.g., buying Russian energy at a discount).
This is a very short list of lessons in leadership that I believe we can observe from Ukraine and Zelensky in particular. Back in January of this year, I further wrote about what I believe defines leadership It's About Leadership: Defining Leadership (breakpointsolutions.blogspot.com). At least two of those qualities stand out for me as it relates to President Zelensky - Courage and Selflessness. Going back to the earlier quote, Zelensky was made every offer to leave Kyiv. He has chosen to stay along with his family. No easy exits for him. No easy choices for him. In this same regard, he has clearly made the choice to do what is best for his country and not just for his own survival.
Never has it been made more demonstrably true than through President Zelensky's approach that it is All About Leadership!
Slava Ukraini!
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Greg Hadubiak, MHSA, FACHE, CEC, PCC
President & Founder - BreakPoint Solutions
gregh@breakpoint.solutions
www.breakpoint.solutions
780-250-2543