The 32-week course at the Commando Training Centre in Lympstone is the longest military training program in the world. The few who complete the course and receive the coveted Green Beret join a force considered Elite compared to any military force anywhere.
One of the reasons for this status is that the Commando’s trains every Marine to act with initiative and resourcefulness, to be a leader – regardless of rank. And the leadership principles they instil are as relevant to brands and companies as they are to Marines acting under fire.
They have a catchy little acronym to help you remember – JUBWICK (the military love an acronym).
Ju – Judgement – the ability to make sound decisions based on the available information (see Knowledge below)
B – Bearing – Good leaders (brands) behave and carry themselves like leaders
W – Willpower – Having the tenacity to see things through
I – Integrity – knowing what the right thing to do is not the easiest (See Courage).
C – Courage – even when faced with resistance, have the conviction to do the right thing (see Integrity)
K – Knowledge – ensuring you have the right information – many decisions are taken after collective consultation (a Chinese parliament to coin a Marine phrase).
If your brand considers itself to be a leader in its market, it should be able to demonstrate evidence of and score highly against each of these qualities.