TOPICS

In one of his final interviews before his death last fall, Vice Adm. Arthur K. Cebrowski talked with analyst Daniel Forrester about what makes a transformational leader. The father of network-centric warfare offered some tough marching orders for leaders who want to make a difference - and a surprising way for them to measure their success.

Forrester, director of government services for Cambridge, Mass.-based consulting firm Sapient Corp., interviewed Cebrowski last April for a white paper titled "The Government's New Breed of Change Agents: Leading the War on Terror," released in March. In the paper, Forrester identified leaders helping to transform government to better fight the war on terror. He asked them about the leadership practices they use and the way they measure success.


RELATED STORIES

He was naturally drawn to Cebrowski, a 37-year Navy veteran who headed up the Pentagon's Office of Force Transformation from 2001 through 2005, until cancer forced him to retire. Cebrowski pushed military leaders and civilian Defense Department execs to rethink how they organize the armed forces, arguing for a transformation from an industrial-age, hierarchical military to an information-age, networked force. "Cebrowski's will and vision forced the DoD to look outward and then inward and ask these questions: 'How relevant is the DoD given the new threats we face as a nation?' and 'Where and how much must DoD innovate in order to create a different future?' " Forrester said.

Leaders across government should be asking those questions. The answers that Cebrowski and others at Defense came up with have required massive change in the way Pentagon leaders think and in the way the mili-tary operates. The Pentagon is actually changing its ways as a result of Cebrowski's efforts, such as integrating various military branches' systems and relying more on small, agile units instead of large forces. But to prevent such rethinking from being simply an academic exercise, Cebrowski described to Forrester three key - and unconventional - pieces of advice to leaders:

  • Be bold. "Don't try to do it unless it looks impossible. You have to pick up the things that look really hard. Other people will have done everything else."
  • Be fast. "No transformational leader ever looks back and regrets moving too fast."
  • Be specific. "If you lack specificity, your subordinates will be able to change your message to suit their own purposes."

Also unconventional is Cebrowski's measure of success: a new language. "Network-centric warfare," "self-synchronization" and the many terms that he and others coined to describe the future tactics of the American military were adopted both inside and outside the department. "Language conveys culture," Cebrowski said. "In order to change the culture, you must change language. You cannot expect old language to carry new ideas." Cebrowski said transformational leaders know they're successful when people start using their language - especially the people who are opposed to their ideas.

"His advice to other change agents around inventing new language is a lasting legacy, and the language he invented itself will last until it fades to conventional wisdom," Forrester said.

COMMENTS

  • Brian Friel's article on Vice Adm. Cebrowski's "marching orders" for transformation leadership was most interesting. Be bold. Be fast. Be specific. Create a new language. These are all alluring ways to make the changes we would all like to make. They may also be dangerous. Look at Iraq. We went in bold and fast, based on faulty information (or worse) and way ahead of most of our allies. Now look at the situation, 2,300 American lives and $200 billion later. Look at Katrina. I see in another of today's articles that the president now blames "government bureaucracy" for our inadequate response. Well, who built that massive federal government bureaucracy -- as I remember, bold, fast, and specific. As B. B. King once sang, "I think you made your move too soon." As for a new language, "Network-centric warfare" and "self-synchronization" are jargon for common sense concepts -- organize and inform your team when you act, and pull yourself together first. If people think the best way to measure your performance in transforming an organization is how much jargon you create, we're in serious trouble. There's something to be said for gathering your information, listening, and thinking things through before you act. Clear, shared, innovative thinking that leads to coordinated action is a better measure of transformation than jargon.
  • The quote attributed to Vice Adm. Cebrowski -- "In order to change the culture, you must change language. You cannot expect old language to carry new ideas" -- is a good thought, but one readily abused and trivialized. It brought to mind Dr. Deming's 10th Point, which among other things cautioned against the use of slogans. Instead of the consequences implied in the above quote, what we more often see is not new language carrying new ideas, but rather new language attempting to obscure the fact that old ideas are being sustained. For example, there are definitive differences between the term "manager" and the more PC "leader." But, to the extent that leaders continue to be evaluated, rewarded and recognized based on criteria relevant to managers, our so-called leaders will continue to perform like managers. "Deeds not words" is the prism through which most of us have come to judge things, because language alone is cheap, plentiful and of little substance. EJC in ATL

Brian Friel, who covered management and human resources at Government Executive for six years, is now a National Journal staff correspondent.