Work with people who enjoy the journey

So I'm not a big Lakers fan. At all. I was dismayed by seeing them raise yet another championship banner, their 15th. I do, however, have a great deal of respect for Phil Jackson. As a coach, he now holds 10 championship rings, more than any coach in NBA history.

When speaking to the press after the championship-clinching game, he could have easily first reflected on the accomplishments themselves. What they achieved, what was earned, the marks in history that had been made. While he eventually touched on that, his first comments were about the journeys his teams had made to get where they were, and how enjoyable it was. There's a critical lesson there for leaders in most any industry, and certainly in the ad business.

Most agencies remain great because they are hungry, and are only at their best when they are working on the next challenge. Their work-in-progress is their passion. They don't gloat much on what they've done in the past, and truly believe it has no bearing on the work they are doing today.

What might seem strange to some is that if they followed formulas of what was successfully done before, chances are the results would be good. But that's the easy way out, and it makes solving today's challenges less of an adventure. As stressful as tackling every client's challenge in an entirely new light can be, great agencies wouldn't have it any other way. The insights gained, the camaraderie established, and the work produced are what make their efforts more than worth the emotional, physical and financial investment.

That type of attitude and approach is infectious to those who are driven by continuous success, which is the barometer for any great agency. And it's a direct result of the type of leadership you have. Phil Jackson is already thinking (if he decides to return) about next year's journey and what will have to happen to make it back to the top. As leaders of your agencies, you should be doing the same for existing clients as well as new ones. Your team will take their queues from you.