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What Is Transformational Leadership? [+ How It Drives Innovation]

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What Is Transformational Leadership? [+ How It Drives Innovation]

Think about the best boss you’ve ever had. What made them great?

Were they open to new ideas? Did they lead with humility? Showed empathy when you needed it? If you answered “yes” to any of these questions, this person could be considered a transformational leader.

Transformational leaders empower and motivate others to achieve extraordinary feats and, in the process, sharpen their own leadership skills.

Here, we’ll cover the basics of transformational leadership, define the key characteristics of this style, and see how it differs from transactional leadership.

To get a better idea of how transformational leadership plays out in the workplace, we need to look at its four primary elements:

  • Idealized influence — this is the degree to which a leader models the behavior they want followers to emulate. In doing so, they gain trust and respect from their followers.
  • Inspirational motivation — this is the degree to which a leader articulates a vision and outlines future goals. By aligning followers under a singular vision, they can drive the group forward.
  • Individualized consideration — this is the degree to which a leader tends to each follower’s needs and acts as a mentor or coach. As a result, followers feel empowered to make individual contributions to the team.
  • Intellectual stimulation — this is the degree to which a leader challenges assumptions, takes risks, and solicits ideas and feedback. The goal here is to stimulate creativity in their followers.

Now let’s take a closer look at the impact of this leadership style in the workplace.

Why is transformational leadership effective?

1. Promotes psychological safety.

Transformational leaders know that psychological safety is key for encouraging participation, bringing new ideas forward, and uncovering solutions. They urge people to think independently and challenge the status quo.

Part of fostering psychological safety is replacing criticism with curiosity. For example, if an employee misses a few deadlines, transformational leaders don’t spend too much time on fault. Instead, they might say, “I’ve noticed you missed a few deadlines this month. I assume there are some factors impacting your performance. Can you walk me through what those are?”

Ultimately, it’s up to the leader to model the behavior they want to see from their employees. In doing so, they foster an environment of trust and respect.

2. Prioritizes career development.

Transformational leaders act as a mentor or coach to their employees. They make themselves available to support and advise others when they need it. Most importantly, they look for opportunities – and even create opportunities – to help their employees get closer to their goals.

3. Boosts innovation and high performance.

Transformational leaders don’t shy away from risks, and they often push themselves — and their employees — outside of their comfort zone. Sometimes, this means failure. But other times, it results in exciting, innovative solutions. This motivates employees to keep raising the bar and improving team performance.

4. Cuts down on micromanaging.

Transformational leaders value employee autonomy more than oversight. They give space to employees to work autonomously and make decisions.

That said, this isn’t a complete laissez-faire style. Leaders provide clear instructions and the necessary resources for employees to do their job. Additionally, they provide appropriate, well-timed support without overstepping boundaries.

5. Nurtures a growth mindset.

Transformational leaders embrace new ideas, solicit feedback, and admit when they’re wrong. In other words, they aren’t afraid to learn and grow.

This type of growth mindset is contagious in the workplace, allowing employees to feel comfortable making mistakes, receiving constructive criticism, and keeping an open mind.

Transformational Leadership vs. Transactional Leadership

Transactional versus transformational leadership is not a question of good versus bad. While polar opposite, both are effective in different situations.

To state the obvious, transactional leadership involves a transaction. Leaders set goals and, in exchange for achieving them, employees receive rewards.

It involves maintaining a status quo, hitting specific targets, and controlling outcomes. While this approach may seem cold or impersonal, it’s an effective approach for mid-to-large organizations operating under rigid targets or rules.

For instance, imagine a sales team grinding to hit a certain quota per week. Or line workers at a manufacturing plant inspecting a certain number of products per day.

This is quite different from transformation leadership where employees are given autonomy and space to create and innovate. This is a fitting approach for organizations looking to retain and develop talent instead of meeting a fixed quota.

Transformational Leadership Examples

1. Marissa Andrada, Chief Diversity, Inclusion, and People Officer at Chipotle.

“HR leaders need to have clarity on values, with a deep understanding of who the company is and what it stands for as an organization.”

2. Katie Burke, Chief People Officer at HubSpot.

“When things have gone sideways (big or small), we have always leaned into transparency and being upfront with people about what we have learned from the experience. We also try to actively celebrate failure. Doing so helps ensure we don’t just celebrate the things that go perfectly and that our leaders set the tone on failure as part of our journey.”

3. Indra Nooyi, Former CEO of PepsiCo.

“If you don’t give people a chance to fail, you won’t innovate. Most importantly, we want to create a company where every employee can bring their whole selves to work.”

Back To You

Transformational leadership could be the difference between a stagnant team and a high-performing one. It enables you to retain and develop talent while driving positive change. If you’re in a leadership role, consider how this style could take your team to the next level.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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