b'PEOPLE-POWERED LEADERSHIPThe Rules for Using the Common Enemy StrategyLEADERSHIP IS ABOUTmobilizing people toward Ethics and integrity come first. If the strategy ever a shared goal that unites and inspires them. One ofleads people to act unethically or divisively, its the most powerful ways to rally a team is by definingalready failed.a common threat, enemy or adversary. People haveTheres an exit strategy. You must know when to shift always united around common challenges. Whenfrom opposition to inspirationwhen to transition done right, this strategy can create focus, motivationthe focus from fighting the enemy to building the and unity. If misused, it can lead to toxicity, division,future.and even long-term damage to your organizations culture and reputation.What if the Strategy Goes Wrong?BY SHAWN BROOKKnowing when to employ it is key.Irresponsible and downright bad leaders weaponize President of SeedLets be clear: the common enemy strategy is athe common enemy strategy. They use fear instead World Group. toolone that good leaders use with responsibilityof inspiration and create a toxic culture where blame and intention. Its a strategic option that companiesoutweighs solutions. These sorts of toxic leaders have can and should deploy, but only when certain rulesthe following hallmarks:are followed to ensure it creates the desired effect and They create an us vs. them mentality. When doesnt harm anyone. departments, teams, or even customers become the enemy, collaboration and trust break down.Its a Beautiful Thing to be a Part ofWhenThey use it to avoid accountability. Instead of solv-Executed Well! ing real internal challenges, they deflectblaming Consider how industry disruptors in the seed sectorcompetitors, regulations or external forces for their have positioned themselves against the statusown failures.quochallenging outdated regulations, slow- They push people toward unethical decisions. If the moving competitors or entrenched inefficiencies.message is the enemy is cheating, so we must too, These leaders channel their teams energy towardan organization risks serious legal, financial or repu-progress. tational damage.Or, take high-performing sales teams that uniteThey make conflict the only strategy. When an against a market leader. They dont tear down the com- organization becomes addicted to having an enemy, petitionthey rally around defeating them throughit loses direction. What happens when the external innovation, better service and stronger execution. threat is gone? Often, the group turns inwardand In both cases, the common enemy strategy fostersstarts attacking itself.a culture of ambition, teamwork and problem-solving.I have worked with CEOs around the globe and AND there aremany have used this approach to build strong teams that have experienced amazing and long-term success. Rules: Good leadership is about responsibility. The common A strong, responsible, empathetic and passionateenemy strategy is a leadership tool. When used for leader ensures that: good, it can align teams, drive momentum and spark The enemy is external, clear and real. Youre fight- innovation. But if applied recklessly, it breeds division, ing against an outdated way of thinking, a businessfear and long-term dysfunction.challenge, or an external forcenot manufacturingAt its core, great leadership isnt about who or what conflict for its own sake and creating scapegoats. we fight againstits about what we build together. The goal is positive change. The strategy should fuelThe best leaders know when to rally people against progress, not fear. Your team should feel empow- a challengeand when to shift toward a vision that ered, not trapped in an us versus them mentality. unites, inspires and endures over time.SW36/ SEEDWORLD.COMJUNE 2025'