Mishcons’ Elliot Moss believes Action Leadership speaks louder than Thought Leadership. Chatting over coffee at theHolborn Dining Room (clearly his second office, the staff are so familiar and slick in how they usher guests to his table), I’m struck by his energy and his lack of fear for anything new. Indeed his hunger for it.
It was a passing comment he made at our previous chance meeting that had stopped me in my tracks and inspired me to coin the phrase “Action Leadership”. And that also prompted me to invite him to interview for The Conversation. We were swapping notes on our philosophies of professional services marketing, and as I described my own theory of how Thought Leadership needs to be truly leading, (otherwise surely it’s Thought Followership), he interrupted with a challenge to my premise that it had to be about Thought at all: “Isn’t it far better to DO stuff in the marketplace, and then talk about it afterwards?” I was curious to know more, so demanded examples. There are many. And they are impressive. For one, the firm curates a business programme on Jazz FM called Business Shapers, interviewing “shapers of the business world, people who, like the musicians on the station’s Jazz Shapers programme, have defied convention and gone on to achieve great success”. Elliot hosts and interview subjects have included Jo Malone, Cobra beer chairman Lord Bilimoria and Ann Summers CEO Jacqueline Gold, to name a few. And who in the legal world could forget the firm’s ground-breaking initiative with De Brett’s, the world’s authority on manners, working together to define the new etiquette for the modern world around divorce: De Brett’s and Mishcon’s Guide to Civilised Separation was published in 2012, so pre-dated by two years Gwyneth Paltrow and Chris Martin’s “conscious uncoupling”. Very ahead of the game.
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