I often share the leadership lesson hidden in Broadway musical Kinky Boots. It seems crazy but as I explain the connection, great conversation follows.
About Kinky Boots
In the story, Charlie – the straight-laced, reluctant shoe factory owner – discovers his recently deceased father kept the factory going despite not having any shoe contracts. His father continued to fill warehouses with shoes just to keep his employees working and supporting the community. While that may not be the wisest business decision, it was the decision Charlie’s father made and Charlie is left to deal with it. Like his father, Charlie wants to do what is best for the company, as well as for the long-time employees whose livelihood depend on the shoe factory for their income.
Faced with what seemed an inevitable decision to close the factory, Charlie drowned his sorrows in the bottle and ends up at a drag show. It is here Charlie uncovers the solution to his problem – one that stays true to the “why” of the business – and meets Lola, the star of the show. Drag queen’s – men dressing up as women – need quality shoes to fit both their persona as well as their feet. Charlie’s shoe factory can meet this need – and they do.
So what is the leadership lesson in Kinky Boots?
Charlie clearly understands the tenets of his company’s “why,” or brand promise – to make high-quality, hand-made shoes so customers felt comfortable and confident. Even though the market for the hand-made, quality MEN’s shoes had diminished, there is still a market for shoes. The audience changed, but the need did not. Charlie identified the need and shifted who the company made shoes for, but not why the shoes were made.
Charlie could have let the factory close. He could have walked away from the employees, who were loyal to his father and the shoes they painstakingly make day after day for many years. But he didn’t. He couldn’t leave them. Because of them, he saw Lola’s problem as an opportunity that could save him, the factory, and keep the employees working. He led by putting his employees first and building on their strengths to achieve success for the factory.
The power of Why
In Start with Why, Simon Sinek describes the concept of “why” as the guiding principle or purpose for a person or business. It provides inspiration, purpose, and motivation – and leads to success. To illustrate this concept, he uses the Golden Circle. The rings of the circle represent what, how and why. 
- What? (Makes shoes).
- How? (Hand-crafted, high quality for men first, then for drag queens).
- Why? (To provide comfort, quality, and confidence)
In the military, leaders eat after their soldiers have eaten. They understand the needs of their direct reports correlate to a successful mission. Food is fuel. The soldiers need fuel to perform the required tasks. So the leaders eat after all of the soldiers have eaten. Sinek explores this leadership philosophy further in Leaders Eat Last.
It is the same for a successful business. When managers put the needs and expertise of their employees first, trust and loyalty is generated. Out of that trust and loyalty comes increased production, attention to detail, pride in their work… the list could go on and on. But most importantly, everyone has achieved the ultimate goal – which is fulfilling the why of the business.
Going back to Kinky Boots and Charlie, he knew the why of his business and stayed true to that purpose. That commitment, as well as his desire to take care of his staff, allowed him to see an opportunity to shift the “how” of his shoe business from making men’s shoes to making shoes for drag queens, and opening up a new competitive market for his business to grow and thrive.
Need to find the “Why” of your business or your personal brand?
Austin Marketing’s philosophy is centered on my “why” and “how” of the Golden Circle described above. Marketing and branding strategies are a byproduct of the Golden Circle and I’ve developed my services around this idea. Learn more about how I can help bring clarity to you, your personal brand and your business.
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Reading through this post reminds me of my previous room
mate! He consistently kept talking about this. I ‘ll forward this article to him.
Pretty sure he will have a great read. Thank you for sharing!
Thanks for the excellent advice, it really is useful.
KINKY BOOTS, while entertaining, offers us important lessons that we can apply to the classroom, playground, the cafeteria and every aspect of a student’s life.