Why Steph Korey’s Return To Away As Co-CEO Is Doomed To Fail

Away company founder Steph Korey is breaking all three key tenets of effective leadership communication. This cannot end well. The basic mantra is Be – Do – Say, lining up what you do with what you say with what you believe. The way she led before she relinquished the CEO role is most likely her default way of leading. She tried to step aside as CEO and then changed her mind, leaving a whole lot of people confused. And confusion is not the goal of effective communication.

This is why Be – Do – Say is such an important thing to keep in mind in any leadership position and especially during crucibles of leadership like onboarding into new jobs or re-starting things. Start with who you are, what you believe. Then act that way. Finally, communicate both in your words. As Zoe Shiffer put it in the Verge article, “The result is a brand consumers love, a company culture people fear, and a cadre of former employees who feel burned out and coerced into silence.” Not sustainable.

This gets us to the fundamental problem. Her actions do not match her words and underlying beliefs. She can’t help herself.

👍

lmfao damn Forbes.

I feel otherwise. Oh well we'll see what happens.

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