What makes a company iconic and stand out from the rest?

We all know them. Qantas, The Sydney Opera House, Mercedes Benz, David Attenborough, ABC Play School, Fred Hollows, Vegemite, Boeing.. Just what is it that they have? Did they set out to be ‘iconic’ or did it just happen? Can we actually do that?  

Let me share what I’ve learned from 44 years in the aviation industry, as a Captain flying for multiple airlines, from dreadful to outstanding companies and people, working with literally thousands – thousands – of crews, and staff as we rebuilt companies and departments. There are the ‘good’, and then there are the few we can classify as – iconic.

The business 

We all want the experience – flying for an airline – wearing the uniform with pride, flying the best aircraft with the logo on the side, contributing to its development, representing not just a business or an organisation of people but something more akin to a ‘movement’, that deserves to live forever, that will be there no matter what, has earned its place in history, and the future. It deserves to be treasured and preserved, such that it forms part of our cultural landscape, our DNA. Being in Command for a company like this is a true honour. When it happens, no amount of money can replace the feeling. I’ve learned this, however. They don’t just happen, and they too can end if we don’t take care of them.

The people 

And then they come along too, those few human beings who have a presence, who others pay attention and listen to, including and especially executives, if they’re wise.

The buildings 

What also of those buildings of ours? The ones we want to see and experience, to know we’ve visited and experienced. We’ll travel around the world just to take them in. A structure? A beautiful one? Oh it’s much more than that. It’s what goes on inside that matters.

And nature 

And then of course, there are those gifted to us, those of the natural world – endless, only if we look after them. These are the icons, or more correctly, ‘our’ icons. We take moral ownership of them and therein lies their true value. They’re not measured purely by turnover, although their status often translates into immense value and profits. Many like to think of their organisation as special, and yes many are, but they’re still not in this league. And heaven help us if a person thinks of themselves as special.

What is it then that they have?  

Some sort of indeterminate X-factor? It’s not that hard really; not ethereal or mystic.  They stand for something good, that the vast majority of us want and love. They give us reason to be proud, to be happy, for optimism, positivity, safety and so many other superlatives.  They are not shallow. They are so much more than profits, yet profits follow. In business terms, think capital value, the share price, with less emphasis on fast shareholder return. What else? More often than not, humility. Lose this at their peril.

Let’s think of some, and what they stand for. 

Qantas. It’s certainly been in that category. While it’s strayed somewhat recently, we’re pretty disturbed by it. We want it back on track. That’s why we’re upset. If we didn’t care, we wouldn’t be. We want it to be our salt of the earth Australia, synonymous with safety, what we want to be and come home to.

The Sydney Opera House. It’s one of the most magnificent buildings ever. Ever. It’s more though. It’s the people’s building even if we haven’t visited it. It’s opera, rock and roll, plays, performances on the steps, the breathtakingly beautiful sails being illuminated. People love working in it. Proud.

David Attenborough. This man just becomes more iconic with age. His decency and commitment to a better world. Speechless.

Play School. Actors want to be associated with this children’s program. Solid – Aussie – Quality. Beautiful. Looking after our children.

Vegemite. Right up there as a staple diet like it or not. But our kids are safe, happy Aussie kids with this in the pantry.

Mercedes Benz. We will pay for its quality, and safety.

Fred Hollows. He’s on my list. No nonsense. Down to earth and could have made more money elsewhere but no, better eye health for every human.

The Boeing Company. For endless years, this company has been revered as the safety benchmark; aircraft as strong as the Sydney Harbour Bridge with superb product quality; no boasting required. The product speaks for itself. Millions around the world put their lives in Boeing aircraft. A rare couple of accidents have occurred, along with company scrutiny. Whatever the ultimate outcome, for it to remain iconic, its name must remain synonymous with safety.

Amazon, Starbucks, Google, Facebook? They achieve massively but I don’t think they fill the criteria.

It’s an honour to work with these icons, for them, inside of these buildings. People want to be associated with them, for all the right reasons. We want – need – our leaders to think the same way.

Why then do they sometimes lose their status?  

It follows that they stop standing for something of value to us all. Future iconic leaders (and Boards) please note: Iconic leadership is about others, not us. Remember this when determining remuneration packages. We won’t all be icons, but we can certainly aim for it. All it takes is the right culture.

Written by Chris Smith.

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