Trim Size: 6in x 9in Reed ffirs.tex V1 - 08/31/2017 8:42pm Page ii k k k k Trim Size: 6in x 9in Reed ffirs.tex V1 - 08/31/2017 8:42pm Page i k k k k THE7 SECRETS OF NEURON LEADERSHIP Trim Size: 6in x 9in Reed ffirs.tex V1 - 08/31/2017 8:42pm Page ii k k k k Trim Size: 6in x 9in Reed ffirs.tex V1 - 08/31/2017 8:42pm Page iii k k k k THE7 SECRETS OF NEURON LEADERSHIP WHAT TOP MILITARY COMMANDERS, NEUROSCIENTISTS, AND THE ANCIENT GREEKS TEACH US ABOUT INSPIRING TEAMS W. CRAIG REED Trim Size: 6in x 9in Reed ffirs.tex V1 - 08/31/2017 8:42pm Page iv k k k k Copyright © 2018 by W. Craig Reed. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. 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Library of Congress Cataloging-in-Publication Data Is Available: ISBN 978-1-119-42824-4 (hardback) ISBN 978-1-119-42868-8 (ePDF) ISBN 978-1-119-42871-8 (ePub) Cover Design: Wiley Cover Image: © duncan1890/Getty Images Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Trim Size: 6in x 9in Reed ftoc.tex V1 - 08/31/2017 8:37pm Page v k k k k Contents Foreword vii Introduction xi 1 The Secret of Persuasion 1 2 What Leaders Need to Know About the Brain 9 3 What Leaders Need to Know About Personalities 23 4 Dorothy’s Journey—Neuron Secret One 45 5 Playful Toto—Neuron Secret Two 69 6 Generous Tin Woodsman—Neuron Secret Three 89 7 Our Beliefs 103 8 Passionate Wizard—Neuron Secret Four 109 9 Courageous Lion—Neuron Secret Five 135 10 Our Needs 151 11 Authoritative Wizard—Neuron Secret Six 155 12 Wise Scarecrow—Neuron Secret Seven 177 13 Our Helpers 195 14 Dorothy’s Revelation—Neuron Secret One Redux 201 15 The Neuron 3-Act Play 221 v Trim Size: 6in x 9in Reed ftoc.tex V1 - 08/31/2017 8:37pm Page vi k k k k vi CONTENTS 16 The Eighth Secret 231 17 Neuron Decision Making 241 18 Conclusion 251 Notes 255 Further Reading 259 Other Books by W. Craig Reed 263 Index 265 Trim Size: 6in x 9in Reed flast01.tex V1 - 08/31/2017 8:37pm Page vii k k k k Foreword by Gordon R. England Source: Photo courtesy of the U.S. government—archive.defense.gov. I became the 72nd Secretary of the Navy on May 24, 2001. A little more than three months later, I was thrust into the middle of a terrifying situation where I needed to bring to bear every leadership principle I had ever learned. Like many Americans, I watched in horror on the morning of 9/11 as terrorists crashed airplanes into the World Trade Center. Our entire military force went on high alert. We didn’t yet know who was responsible for this heinous act or where they might be, or if they’d attack us again within hours or days. Tens of thousands of people working for the Navy all around the world wanted answers. Until we could learn more, we had none to give them. Thousands of enlisted personnel, commissioned officers, and civil- ian employees stepped forward for their country and shouldered their burdens side by side to ensure that our bases, ships, and personnel were safe, secure, and vigilant. These dedicated men and women, many with different cultural backgrounds and belief systems, exhibited team vii Trim Size: 6in x 9in Reed flast01.tex V1 - 08/31/2017 8:37pm Page viii k k k k viii FOREWORD leadership at every level and exemplified what retired four-star Air Force General John Michael Loh once told me when he said: “No one is more important than anyone else.” I often tell people that I was not the Deputy Secretary of Defense or Secretary of the Navy. I served in those roles, but only on a temporary basis. The titles defined what I did; they did not define who I was. One of the greatest leaders of our time, who I believe personified this philosophy, was President Dwight D. Eisenhower. When he was a young man, he loved history and spent a great deal of time reading sto- ries about the ancient Greeks. Many historians have commented that Eisenhower gained much of his leadership wisdom from his study of the ancients. Johann Wolfgang (von) Goethe, a famous German writer and states- man, once said: “He who cannot draw upon 3,000 years is living from hand to mouth.” Like Eisenhower, great leaders often draw upon the wis- dom of the ancients, including Aristotle, Socrates, and Plato. This book uniquely unearths interesting and inspirational enlightenment offered by these sages and others to illustrate what separates great and revered leaders from the rest of the pack. Two additional leaders that I admire and respect are President George W. Bush and his father, President George H.W. Bush. When George W. Bush asked me to be the first Deputy Secretary of Homeland Security, I readily accepted even though I had to reluctantly leave my position as secretary of the Navy. Serving with Homeland Security afforded me the opportunity to leverage and hone my experience and leadership skills in an entirely new organization to protect our citizens from attacks at home. When George H.W. Bush was only 19 years old, he earned his wings as a Navy pilot during World War II. He was shot down on a bombing run over a Pacific Island and, through excellent Navy teamwork, survived the ordeal. That experience served as a valuable lesson in military team leadership that Bush relied upon throughout his career. This book contains interviews from dozens of respected military commanders, war heroes, and world leaders, many of whom have achieved great success in civilian roles as CEOs or executives of multibillion-dollar firms. They impart harrowing, fascinating, and infor- mative stories and team leadership strategies that clarify and exemplify the seven secrets revealed in this book.