Yesterday I interviewed Robert 'Bob' Bloom. You may know Bob as the now retired CEO of Publicis Worldwide which was built to a $4.6billion+ business under Bob's leadership.

Currently Bob is at his Italian home and doing some traveling in Europe before his return to the publication launch of his new book ' The New Experts' in the US on September 7th.

I read Bob's book and found it an interesting read that ties in very much with the services Total Executive offer in the digital communications arena. Though let me provide the review below as what I found highly engaging in my conversation with Bob was the subject of 'Responsible Leadership' - highly relevant with Total Exec's July newsletter that will go out this week.

Enjoying life in Italy Bob has been reminded that we are all mortal and just as flawed as every one else. He believes it makes you more sensitive living in other cultures - not just traveling through - actually living in them - in some ways especially for Americans who as the worlds economic leaders can see thngs from a little - self centred perspective.

Italy is a contrast in every way to New York and as Bob looked up at the full moon in Italy last night (as I did on the southern beaches of Sydney) Bob was reminded of the special elements of being human under a cloudless sky - an experience he doesn't endure  regularly in New York.

So comes our conversation to responsible leadership - a discussion that commences with remiss at the epidemic of irresponsible leadership - both in business and in government with leaders who continue to refuse to not accept responsibility.

Americans saw it clearly in the Bush era and alas the Obama era is not proving to be the 'era of change' American's (and the world) looked forward to.

Now Zimbabwe has diamonds they are generating global interest - but the inaction on human rights has been a huge turn off for the majority of people on the planet.

This turn-off and disinterest causes so many more problems and when we have additional concerns like the gulf oil spill and Afghanistan - well in some ways you can understand why people shirk responsibility.

What is most appalling though is those companies and leaders who present themselves as responsible - such as the oil companies who are represented as green because they have recently started investing in green technologies - when they are really a wolve in sheeps clothing - pretending to be what they clearly are Not.

And that comment comes with a high disrespect to the wolves and sheep - so apologies to them and mother earth!.

The funny thing is that despite Bob coming from an industry based on controlled communications - Bob believes there is now far too much communication - in the theme of spin.

Now this is where Bob and my beliefs really started to hold together in a theme of collaborative discussion. You see we both believe responsible leadership is not just about being green, sustainable, investing time in CSR and more that it is so commonly represented as.

Responsible leadership is about:

• Business continuity
• Mentoring
• Succession planning
• and
• Corporate Social Responsibility (CSR) + all the other responsible elements that the community expect from business and government leaders

Business leaders need to lead and his or her responsibility is the vision of the company and its standards. These standards include a responsibility to customers which always refers back to the community and any reputable company or organisation that plans to continue business - has a responsibility for the community of future generations.

This by the way ties in very well with Bob's book and the profitability of businesses in the future who will need to look after the New Experts - their customers - who now have a great understanding of business and with the likes of Google, Facebook and Twitter can learn about any companies good and bad contributions to our lives - very quickly - thanks to their trusted friends and a little research.

So back to leadership and Bob's points on what responsible leadership entails:

1) The entrire company / organisation / government / community is mirrored by their leaders - not just mirrored - EXAGERRATED & replicated.

It is often the little things that may seem unimportant in solitude that become huge subjects of exposure in hindsight.

Take for example the misuse of expense accounts - like an executive who takes home the leftovers of a business function for personal use.

Leaders need to take the actions that speaks to everybody - set the standards and DO It - not talk about it.

To not do it is not only wrong - it turns people off.

2) It is very important how you treat your customers. Never bad mouth your customers within your company.

You hear it all the time with staff complaining about the requests of customers that are 'over the top' or 'extravagant' - to put it mildly.

For example - when Bob sold the family business to the French he started hearing some distasteful communications about the French people within his ranks - admittedly some of the conversation was tongue in cheek - though that is not the point.

Never bad mouth or patronise your customers and Bob sent around a memo to everybody that disrespectful conversation on any nationality - including the French was not permitted.

3) Recognise we are in a era of unprecedented change - and it's not going to go away.

Amazon recently announced they sold more ebooks for kindle than they had sold printed copies.

In 4 months Apple sold 3 million iPads - $2billion worth - Jobs admitted - 'they had got off to a good start'.

Consumers are now highly empowered. They can research about companies - determine which ones are being responsible - right back to their supply chains and then choose whether they buy from them - or alternatively, even possibly campaign against them and with the power of Twitter and Facebook - it isn't very difficult.

Bob predicts that the QR code is going to change retail within 2 years.

What's a QR code I hear some of you asking - get Bob's book and you will soon find out - though you will instantly recognise that strange bunch of boxes on a white background that is quickly replacing the value of a barcode.

PR companies will in future become more like direct marketing agencies - which is quite topical given one of my mates who is one of Australia's leading digital communications advisers was presenting at the ADMA (Australian Direct Marketing Association) event at Darling Harbour today.

Proctor and Gamble are now selling products direct to consumers - not only cheaper for the customers - there goes the middle man as they state - "we want to be where consumers shop"

Retail stores have a lot to be concerned about - and very quickly.

CEO's must look around the corner to see what's coming ahead - what's next!

A lot of people in the middle are going to lose out - like retailers who are not ready for change when the QR code takes control and anyone can scan it with their mobile and buy it online - direct from the manufacturer.

The QR code will soon be in all visual media offerings - including TV and Print

4) What most businesses don't do is understand what business they are in.

What they need to think about is 'What is their 3am nightmare that keeps them up at night?'

If you are in logistics for example - your business is making sure clients shipments get there on time without being damaged - not selling freight services.

Finally, and this comes from Bob's personal family experience - when leading people you need to let them make their own decisions - whilst providing limited and well considered guidance.

When giving guidance -

Say it once
Don't say it again

It's a wonderful age and a dangerous age.

There are things you have to do as a responsible leader

If you have a flawed product - recall it - don't 'do a Toyota'

If you have a dodgy crib - recall it - don't let babies die

Make the tough decisions - if it affects your business negatively - live with it - it will be better than letting the problem persist and grow.

Accept the problem - own it - manage it - remove it.

NOW - the book review...

In summary The New Experts outlines how the selling arena has changed. It is now the buyers that have all the power and they are rarely loyal.

Customers no longer care where or from whom they make their purchases - in almost all industries.

So Bob has developed a process that he outlines through the publication on how to deliver what customers want - when they want - at the 4 key decisive moments...

• The Now or Never Moment
• The Make or Break Moment
• The Keep or Lose Moment
• The highly profitable Multiplier Moment

I won't go into all about how the process works as you will need to read the book to learn that. However, what I can say is Bob has the ability to keep things very simple in his explanation and uses plenty of case studies to drive his opinions home - from business and family experience.

Another Directors report by Grant Crossley