The Consumer Goods industry is a highly innovative, competitive and fast-paced sector that demands leaders who can navigate complex challenges and drive results. 

Innovation and creativity are the driving force behind food & beverage excellence but they can also be a double-edged sword. Elevating innovative mavericks and individual leaders as saviours who can lead companies to glory, spawns the notion of the ‘hero leader’ - a single individual who possesses all the necessary skills and expertise to safeguard company success.

In reality, this notion couldn’t be further from the truth. We all love a hero - Ben Affleck's new movie ‘Air’ epitomises this - a story based on monetizing an amazing basketball player on the rise, whose athleticism and fame could function as a self-sustaining advertisement for an ever-expanding product line. But like the real story, one-man missions to rescue a company's fortunes from the brink of disaster belong back in the 80s. Collaboration is the key to success in FMCG, and leaders who prioritise cooperation and teamwork over individual heroics are better equipped to achieve sustained success.

The ‘Hero’ Myth

To understand why collaboration is critical in FMCG, we must first explore the reasons why the hero leader myth persists. One reason is the tendency to attribute success to a single individual rather than to a team effort. This is often reinforced by the media's portrayal of successful business leaders as charismatic and larger-than-life figures. However, this overlooks the importance of collaboration and teamwork in driving successful outcomes. In fact, research suggests that teams outperform individuals in a range of tasks, from decision-making to problem-solving.

In reality, the FMCG industry is constantly evolving, with ever-changing consumer preferences and a constant need for innovation. This can create a sense of urgency and a focus on short-term results, which may lead some leaders to adopt an authoritarian approach. However, this approach can stifle creativity and hinder collaboration, ultimately leading to burnout and high employee turnover.

On the other hand, leaders who prioritise collaboration can create an environment that fosters innovation, creativity, and long-term success. By bringing together diverse perspectives and skill sets, teams can identify new opportunities and develop effective solutions to complex challenges. When employees feel valued and heard, they are more likely to be engaged and committed to the success of the company. Therefore, collaboration is essential for sustained success in the FMCG industry.

One example of successful collaboration in FMCG is Procter & Gamble (P&G). P&G is known for its open and collaborative culture, which has enabled the company to develop innovative products that meet the needs of its customers. For example, the company's Swiffer product was the result of collaboration between P&G's R&D team and a group of designers and engineers from IDEO, a design firm. By working together, they were able to create a product that addressed a common cleaning challenge in a new and innovative way.

Another example is Unilever, which has made sustainability a key priority in its business strategy. By collaborating with stakeholders such as suppliers, NGOs, and consumers, Unilever has been able to develop innovative solutions that reduce its environmental footprint and create long-term value for the company. For example, the company's "Project Sunlight" initiative aims to create a brighter future for children by improving health and hygiene, reducing environmental impact, and enhancing livelihoods. This initiative has been successful in part because it has engaged a wide range of stakeholders in its development and implementation.

In addition to these examples, research supports the idea that collaboration is key to success in FMCG. A study by McKinsey & Company found that companies with more diverse leadership teams and a collaborative culture were more likely to outperform their peers. Additionally, a study by Deloitte found that organisations with a strong culture of collaboration were more agile and better able to adapt to change.

Collaboration: The Necessary Anti-Hero

So, how can leaders foster a culture of collaboration in their organisations? One important step is to model collaborative behaviour themselves. When leaders demonstrate a willingness to listen to diverse perspectives and to work collaboratively with others, they set an example for their employees to follow. Additionally, leaders can create structures and processes that support collaboration, such as cross-functional teams, regular team-building activities, and open communication channels.

The myth of the hero leader in FMCG is just that - a myth. While individual leadership is important, collaboration and teamwork are essential to achieving sustained success in the fast-paced and competitive FMCG industry. Rather than prioritising authoritarian or top-down approaches, leaders who prioritise collaboration create an environment that fosters innovation, creativity, and long-term success.

By bringing together diverse perspectives and skill sets, teams can identify new opportunities and develop effective solutions to complex challenges. Companies like Procter & Gamble and Unilever are examples of successful collaboration in action, where they have been able to develop innovative products and sustainability initiatives by working closely with stakeholders.

Research also supports the idea that collaboration is key to success in FMCG, as companies with more diverse leadership teams and a collaborative culture were found to outperform their peers.

To foster a culture of collaboration, leaders must model collaborative behaviour themselves and create structures and processes that support collaboration, such as cross-functional teams and open communication channels.

The hero leader myth must be debunked in the FMCG industry. Collaboration, not individual heroics, is the key to sustained success in this fast-paced and competitive industry. By prioritising collaboration, leaders can create an environment that fosters innovation, creativity, and long-term success for their company and its stakeholders.

At ELR Executive, we specialise in helping FMCG and Food & Beverage companies identify and hire leaders who value collaboration and have the skills to bring together diverse perspectives and skill sets to drive successful business outcomes. They understand that successful collaboration requires strong communication skills, empathy, and the ability to build trust and respect across teams. With a focus on finding executives who possess these qualities, ELR Executive can help FMCG companies build high-performing teams that are able to navigate complex challenges and drive sustainable growth.

If you'd like to learn more about how we can help you hire the right leadership talent, who can navigate your business forward, securing its competitive advantage to thrive in today’s challenging business environment, speak to us today.