Leading Blog


Leading As One: Generating Collective Behavior

To be successful in the world we’re entering, we will need a new set of mental models. While these new models should not exclude the possibility of commanding and controlling, they need to encompass a much wider range of possibilities.
—Thomas Malone, The Future of Work
The challenge facing any leader is turning individual action into collective power. In short, getting people to act as one.

As One by Mehrdad Baghai and James Quigley, is the result of a two year research project conducted by Deloitte Touche Tohmatsu Limited, to understand this common leadership challenge and to answer the question, “What leads to effective collaborations in a wide range of fields?” Not just working together, but working as one.

As we talk about leadership it is easy to confuse ends and means and seek collaboration for collaborations sake. The authors note that collaboration "is a means to an end, not an end in itself, and that because the purposes might be different you might need different styles" of collaboration for different situations. Thus we find successful leadership comes in many different shapes and sizes.

They believe real leadership is about productivity, people and purpose—or As One Leadership—“leadership that results in a cohesive group of people working together effectively toward a common goal or purpose.” Initially the task is identifying which people need to be involved (the Who) and what purpose they need to satisfy (the What) and then How do we need to collaborate to get the results we seek.

As One

What emerged from the As One Flagship Project was the identification of eight models or archetypes of As One behavior. Arranged around two axes: a vertical axis that describes how power is exercised in an organization from emergent to directive and a horizontal axis that conveys the nature of individual’s tasks and outlines how work is organized from highly scripted and uniform to highly creative.

As OneNot surprisingly, these archetypes reflect both top-down and bottom-up styles. The analysis is very balanced. In the descriptions that follow, you can see that different kinds of organizations or situations with different kinds of objectives call for different kinds of leadership. It is enlightening to identify your type of organization and the related leadership approach. The book presents case studies of each type, an explanation of the key characteristics, and a discussion of what you can do to be better at that type.

The Deloitte Center for Collective Leadership was launched in January to advance the study of the As One Collective Leadership discipline and As One behavior. Through research, data collection, and analysis, this center will help define and increase knowledge in the exciting and dynamic field of collective leadership. If you are wondering what your model is, they have created an online As One Classifier tool to figure out which archetype is closest to your current situation.


The four main archetypes are:

Landlord & Tenants: The Landlord & Tenants pairing is based on landlords’ top-down driven strategy and power: they control access to highly valuable or scarce resources. Landlords decide how to generate the most value for themselves and dictate the terms of participation for the tenants. Tenants voluntarily decide to join landlords, and it’s usually in their best interests to do so. However, once they do, landlords define the rules of participation. Landlords maintain their power by ensuring the best tenants are rewarded, so that, over time, as the number of tenants grows, the landlords’ power increases.

Community Organizer & Volunteers: The Community Organizer & Volunteers pairing is based on volunteers’ bottom-up, autonomous, independent, decision-making ability and their desire to voice their opinions. Community Organizers ignite volunteers’ interest through compelling storytelling and opportunities for volunteers to join in. They may have little direct power over the volunteers, but they can tap into volunteers’ interests by gaining their trust, promoting a strong brand, and understanding their motivations. Volunteers themselves are drawn together by a rallying cry, or out of a sense of enlightened self-interest; they gain their power through a strength-in-numbers approach.

Conductor & Orchestra: The Conductor & Orchestra pairing is based on highly scripted and clearly defined roles that focus on precision and efficiency in execution as defined by the conductor. The orchestra members, who have similar backgrounds, need to be fully trained to comply with the requirements of the job, and, therefore, must be carefully selected to ensure they fit the strict culture and scripted tasks. Belonging to the orchestra provides members with the best way to make a living while focusing on tasks at which they excel.

Producer & Creative Team: The Producer & Creative Team pairing is typically about producers providing their creative team with the freedom to do their best work and reach their natural potential. This pairing is led by legendary, charismatic producers who bring together a team of highly inventive and skilled independent individuals to achieve the producers’ objective. Producers guide the vision and overall progress, while the creative team develops ideas through frequent meetings and interactions using an open culture of collaboration. Dissent is used to push creative boundaries. To maintain longevity in their industry, producers and creative teams need to continuously produce new and innovative ideas.

The four hybrid archetypes combine the characteristics of the adjacent pairings and occupy the spaces between the axes.

General & Soldiers: The General & Soldiers pairing has a command-and-control-type culture combined with a multi-level hierarchy organized around the general’s clear and compelling mission. Soldiers’ activities focus on clearly defined and scripted tasks. They are motivated by advancing up the hierarchy through well-defined roles at all levels. Soldiers undergo extensive training to understand the army and its culture, and to learn specific skills. They are committed to the mission, the overall institution, and each other, while the general provides strong top-down authoritarian direction to motivate and direct them.

Architect & Builders: The Architect & Builders pairing focuses on the creative collaboration between groups of diverse builders that have been recruited by visionary architects to bring a seemingly impossible dream to life. Their visions are so innovative and ambitious that they can’t be achieved simply by using conventional means, so builders often need to reinvent and rethink ways to achieve them. Builders strive to meet ambitious deadlines and milestones mapped to deliberate workcycles. As each milestone is completed, the builders become one step closer to bringing the architect’s dream to reality. The Architect & Builders hero story is based on the development of the world’s cheapest car, the Tata Nano.

Captain & Sports Team: The Captain & Sports Team pairing operates with minimal hierarchy and acts like a single cohesive and dynamic organism, adapting to new strategies and challenges with great agility as they appear. Members of the sports team have a strong shared identity. They have extensive and networked communication channels, and carry out the same highly scripted, repeatable tasks. There is strong camaraderie and trust among the sports team – the collective good outweighs the needs of the individual – while captains are there, on the field as part of the team, to motivate and encourage.

Senator & Citizens: The Senator & Citizens pairing is based on a strong sense of responsibility to abide by the values or constitution of the community, which have been outlined by the senators. Sovereignty is held by both senators and citizens, and the citizens thrive on the values of democracy, freedom of expression, and autonomy. Since citizens are autonomous, the community structure is flexible. There is no set framework or direction organizing the citizens. Instead, much of their direction is emergent as they gather ideas and collaborate with other citizens. Senators are the guiding intelligence for the citizens and oversee decision making for the community.

There is no one size fits all archetype and each archetype is more nuanced than described. Putting As One into practice consists of three steps: First, a diagnostic to assess the who and to do what and then determine the how or what archetype is being used. Second, determine the type of intervention to strengthen the archetype being used or to create a new approach and third to adopt the approach across the organization and applying different archetypes in different situations even in the same organization.

It is an interesting study that begins to create a broader understanding of what it takes to lead at all levels as opposed to the common polarizing either/or discussions of command and control versus collaborative leadership. It also helps to dispel the myth that top-down leadership is synonymous with command and control.

* * *

Posted by Michael McKinney at 12:11 AM
| Comments (0) | This post is about Human Resources , Leadership , Leadership Development



Books to Read

Best Books of 2022


Leadership Books
How to Do Your Start-Up Right

Explore More

Leadership Books
Grow Your Leadership Skills

Leadership Minute
Leadership Minute

Leadership Classics
Classic Leadership Books

Get the LEAD:OLOGY Newsletter delivered to your inbox.    
Follow us on: Twitter Facebook LinkedIn Instagram

© 2023 LeadershipNow™

All materials contained in https://www.LeadershipNow.com are protected by copyright and trademark laws and may not be used for any purpose whatsoever other than private, non-commercial viewing purposes. Derivative works and other unauthorized copying or use of stills, video footage, text or graphics is expressly prohibited. The Amazon links on this page are affiliate links. If you click through and purchase, we will receive a small commission on the sale. This link is provided for your convenience and importantly, help to support our work here. We appreciate your use of these links.