Home Smart 100 2012 DEMS (Digital, Ethical, Millennial, Sustainable) Leadership Model (SMART 100)

DEMS (Digital, Ethical, Millennial, Sustainable) Leadership Model (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

DEMS (Digital, Ethical, Millennial, Sustainable) Leadership Model (ACT)

This innovation initially came to life when…

Tripping through Europe, I came across the growing economics of “collaborative consumption” and an article in Time magazine about returned US servicemen and women from Iraq and Afghanistan.

At the time I was busy writing about video game mechanics and their application to leading Gen Y and Digital Natives.

Suddenly I had three solid schools of thought that, when married together, formed a very relevant, practical and easy model for leading upcoming generations.

Successful leadership is about executing with the right context in mind. Gen Y+ didn’t have that context until my Eureka moment!


The purpose of this innovation is to…

Revive stale academic motivational theories and constrain their interpretation to become relevant in the pursuit of more effectively leading Gen Y and Digitial Natives.

It does this by…

Focussing upon the psychological re-wiring of Gen Y (typically) through playing video and digital games, and combining that with a changing shift in values caused by world events of the last decade, notably 9/11 and the GFC.


This innovation improves on what came before because…

It resuscitates sound, but completely boring, well-worn and “oh, that’s nice to know but it’s completely impractical for me to implement” theories in a way that results in a certain combination of psychological factors which make for compelling motivation in those being led.

Its various benefits to the customer/end-user include…

A “pracademical” understanding of what makes Gen Y tick and, importantly, why; and using this to lead the Gen Y tribe in an ethical, sustainable and millennial way, taking cues from video-gaming and changing global economic behaviours.


In the past, this problem was solved by…

Hours, days or weeks of sound, impractical and potentially irrelevant leadership development. Emphasis was on the individual attacking a discrete element, or elements, of leadership theory without much consideration to its holistic application. Sexily-titled workshops such as “Transformational Leadership” and “Authentic Leadership” sold well, but often proved nugatory, as leadership is what it is.

Its predecessors/competitors include…

Discussion of moot points as it simply doesn’t exist to my — and my book editor’s — knowledge!


It is made for…

Anyone needing to know how to effectively engage and retain the follower-ship of a Gen Y or Digital Native group, including fellow Gen Y leaders.

Too much bad press is out there disparaging Gen Y; they’re not well understood despite the body of work and academic studies that exist analysing that social generation.

The target market is someone who’s savvy enough to know they don’t know what they need to know (ha!) to effectively lead Gen Y+, but who realises current academic theories are discovering their limits without a new story being told to make them relevant again.


It is available for sale through…

In-house and public workshops, professional association conference presentations, professional magazine articles, and publishing of both a chapter in a new book in mid-late 2012, and a new book dedicated to the model in 2013. Paid webinars, anyone?

Our marketing strategy is to…

Our strategy is loose and unstructured — code for “we don’t know just yet.” Pumped-up Anthony Robbins-like sessions; traditional publishing house channels; snippet publishing through sites like Anthill and Inc.; ballsy direct approaches to progressive CEOs and MDs in companies that would highly suit implementation of the model. As I said — loose!



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