Not long ago, I was helping to scout for a once-in-a-lifetime venue for a client’s VIP customer event in San Diego, ideally using a theme about heroes. After much exploration and effort, we were successful in securing Miramar for the event – yes, the famous “Top Gun” school for naval aviators, now called Marine Corps Air Station Miramar – and indeed, it was an absolutely unforgettable experience for our guests.
The event afforded me the pleasure to meet USMC Sgt. Major John Miller, to whom I was introduced by retired USMC Colonel, JAG, and federal court judge, Bill Gallo. The Sgt. Major is a get-shit-done Marine Corps drill instructor who will be retiring this month after 30 years in the Corps. Somehow, he found time to earn his MBA for veterans, business administration, and management at USC. I recommend John most highly; his Linkedin profile is https://www.linkedin.com/in/jjmiller1371/
When you visit a Marine Corps base, it’s a humbling experience; you are instantly steeped in 250 years of tradition, bravery, and honor. There is an acronym you see everywhere: JJDIDTIEBUCKLEE, pronounced, “JJ Did Tie Bucklee.” It’s a reminder of the essential attributes every Marine leader is expected to adhere to when mentoring the men and women whom they lead. To Marines, these terms – justice, judgement, dependability, initiative, decisiveness, tact, integrity, enthusiasm, earing, unselfishness, courage, knowledge, loyalty, endurance and now empathy (added in 2024) – are more than words; they are a promise to hold themselves and one another to the highest standards of performance and professionalism.
Unfortunately, not many business cultures hold themselves to such high standards; office politics, favoritism, back-biting, and executive grandstanding are far too common, because they are tolerated (and thus encouraged) by weak leadership. That threatens morale, employee retention, and your ability to achieve your corporate mission. To help, here’s how the Marine Corps defines essential leadership traits, and how they each can be directly applied to the modern business world.
1. JUSTICE: Giving reward and punishment according to the merits of the case in question. The ability to administer a system of rewards and punishments impartially and consistently.
(Business translation: Don’t have double-standards and don’t play favorites. Treat all employees fairly, equally, and without personal bias.)
2. JUDGMENT: The ability to weigh facts and possible courses of action in order to base sound decisions.
(Business translation: Listen to your gut, but base your decisions on facts and data. And always have alternative strategies, just in case.)
3. DEPENDABILITY: The certainty of proper performance of responsibilities.
(Business translation: Earn a reputation as being someone who will meet their personal and business commitments without fail.)
4. INITIATIVE: Taking action in the absence of orders.
(Business translation: When you see a problem, don’t wait around to be told what to do about it; look around, see what needs to be done, and do it.)
5. DECISIVENESS: Ability to make decisions promptly and to announce them in a clear, forceful manner.
(Business translation: Don’t overthink or overanalyze a situation before taking action. Even the right decision, made too late, often becomes the wrong decision.)
6. TACT: The ability to deal with others in a manner that will maintain good relations and avoid offense. More simply stated, tact is the ability to say and do the right thing at the right time. The ability to deal with others without creating offense.
(Business translation: Don’t let problems fester. Master the skill of making points without making enemies or creating animosity. Say what needs to be said and move on without dwelling on it.)
7. INTEGRITY: Uprightness of character and soundness of moral principles; absolute truthfulness and honesty.
(Business translation: Establish a reputation for being forthcoming, trustworthy, and unafraid to speak candidly about difficult situations. If you have a problem with a colleague, resolve it with them directly, not by going behind their backs. See “Courage,” below.)
8. ENTHUSIASM: The display of sincere interest and exuberance in the performance of duty.
(Business translation: Increase the likelihood of your team’s success by inspiring others with your eagerness to achieve goals. Celebrate wins, large and small.)
9. BEARING: Creating a favorable impression in carriage, appearance, and personal conduct at all times.
(Business translation: Be a role model. Conduct yourself in a professional manner at all times, so that others can see and emulate.)
10. UNSELFISHNESS: Avoidance of providing for one’s own comfort and personal advancement at the expense of others.
(Business translation: Don’t be a prima donna. Be a team player who helps others around you succeed… and put them in the spotlight for recognition. Great managers let their employees be the stars.)
11. COURAGE: A mental quality that recognizes fear of danger or criticism, but enables a Marine to proceed in the face of it with calmness and firmness.
(Business translation: Make hard decisions when they need to be made. Always do the right thing, even when it’s not necessarily easy or to your personal benefit.)
12. KNOWLEDGE: Understanding of a science or an art. The range of one’s information, including professional knowledge and understanding of your Marines.
(Business translation: Continually expand your knowledge of subjects that increase your value to the organization and benefit your team. Start by getting to know what makes your employees tick as individuals, so you can adopt a personal rapport tailored to them.)
13. LOYALTY: The quality of faithfulness to country, Corps, unit, seniors, subordinates and peers. (Note: The official motto of the Corps is “Semper Fidelis,” the Latin phrase “Always Faithful,” signifies the dedication and loyalty of Marines to their duty, their country, and each other.)
(Business translation: Display genuine loyalty to your company and your team; expect it from others and reward it when you see it whenever possible. Loyalty is a two-way street; you get it back from others only after you’ve shown it to them first.)
14. ENDURANCE: The mental and physical stamina measured by the ability to withstand pain, fatigue, stress, and hardship.
(Business translation: Don’t be a quitter. When there are stressful times at the office, set an example for others by remaining resolute and resilient, and encourage others to do the same.)
15. EMPATHY (Added in 2024): Having a genuine interest in the lives of your Marines, the challenges they face and their overall well-being.
(Business translation: Employees have lives, and challenges, outside the workplace that can weigh heavily on them and impact their performance. Care about your teammates holistically; make an effort to understand their circumstances, show compassion, and be supportive when needed.)
Yes, I promised 18 words. Beyond the 15 in JJDIDTIEBUCKLEE above, there are three more that everyone associates with U.S. Marines: improvise, adapt, and overcome. Long before Clint Eastwood made it famous in the movie “Heartbreak Ridge,” it was an unofficial Marine Corps motto, calling for resilience in the face of adversity, figuring things out on the fly, and persisting until objectives are successfully achieved.
16. IMPROVISING means using whatever is available to create a workable alternative solution when the planned approach fails. It emphasizes creativity and resourcefulness.
17. ADAPTING means adjusting to changing circumstances or unforeseen events. It’s about being flexible and modifying plans as needed.
18. OVERCOMING is the ultimate goal… to succeed despite the challenges. It requires perseverance, determination, and a willingness to learn from setbacks.
Improvising, adapting, and overcoming is essential capability for leaders and their teams in dynamic, rapidly-changing business environments. It needs to practiced as a routine part of your team culture until it is committed to muscle memory. Never stop striving for ways to work smarter, more efficiently, or more more effectively. Rest assured that your competitors are doing exactly that.
About the author:
Jim Neumann cofounded Webmark Partners from IBM, where he was vice president of marketing and communications for the IBM Technology Group. He has many years of experience, working either as a consultant or embedded executive, leading companies to dramatic revenue growth (400%+), outpacing their competitors by as much as 12x, in Information Technology, STEM, Healthcare, MedTech, Analytics, CyberSec, IoT, Power and Energy, and others.
