Leadership Development Developing the Leader

Leadership Development

Developing The Leader Within You

AAFES: John Maxwell's principles

AAFES: John Maxwell's principles

As a military-led organization, Army and Air Force Exchange Service (AAFES) is characterized by a strong sense of integrity and respect for organizational hierarchies. There is also a strong sense of devotion to the individuals the organization serves: the U.S. armed services. The military itself clearly passes 'the mentorship test,' in the words of John C. Maxwell's book Developing your leadership potential when he asks the question "am I true to my leader" (Maxwell 2000, p.46). The military makes a strong commitment to its people, including their development as human beings as well as soldiers. Hence, the need for AAFES, which provides recreational services to soldiers.

Also according to Maxwell, an organization must be true to its followers and vision. AAFES, because it is partially funded by Congress and is not responsible for being 'in the black' like a completely for-profit corporation (although it is expected to be efficient and not waste taxpayer money) must balance a need for profitability with the needs of its servicemen and servicewomen clientele. But applying a for-profit, consumer-based approach of soliciting marketing advice from servicemen could actually improve its ability to be responsive to their demands.

One of the cornerstones of leadership is setting priorities, and in this instance, the greatest priority is serving the armed forces with recreational and dining facilities. Finding what types of amenities are desired will enable AAFES to better serve the armed forces, realize its mission, and also have more money to invest in its efforts. According to Maxwell, 20% of organizational priorities will garner 80% of production demand (Maxwell 2000, p.20). In other words, setting priorities enables the organization to channel its resources more effectively and garner a superior return upon its investment.

To determine what servicemen require, AAFES can combine traditional consumer, marketing research by polling its users; using small marketing focus groups; and also using the demographic knowledge of the military, such as gender and race, to gain a clearer portrait of users. Are swimming pools or golf courses more popular? What types of crafts and art activities are desired for adults and children? How do needs vary all over the world, depending on where troops are stationed? These are some of the questions that need to be answered. Given the extensive demands put upon the military, which is currently fighting two wars on two different fronts, prioritization of resources, even regarding recreational services, is essential.

The men and women served must believe that the organization has a strong sense of integrity, and truly believes that it has their best interests at heart: this is true of the military in terms of how it secures the safety of personnel, but also on a much smaller level in terms of the comforts enjoyed by them on base. When people trust their leaders, they are more apt to accept changes (Maxwell 2000, p.67). Being flexible to the ever-shifting social needs of the armed services is demanded in a world characterized by change. AAFES has begun offering discounts on laptops, for example, and other electronic services that are needed when members of the military take classes or use computers to stay in touch electronically with friends at home. AAFES offers earth-friendly and Energy Star products, which also shows its response to changing 'greener' attitudes.