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This week, let’s take three routes to the same place, and learn how great leaders use multiple modes of influence. How do they engage people’s thoughts, emotions and actions to achieve positive change? We might get guidance from a string of beads that’s more than a necklace.
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THE ULLMEN INSIGHT
A phenomenal leader I know told me this about influencing others:
“People can change what they THINK, how they FEEL, and what they DO. Align all three and anything’s possible. Neglect one, you’re done.”
That’s stark, but it’s a great guideline:
When thoughts pull one way and feelings push another, or when action refuses to follow, initiatives can falter or fail.
THINK, FEEL, DO -- shape understanding, spark emotion, steer action.
The leader gave me a terrific THINK FEEL DO example. She said it was one of the best examples of leadership influence she’s ever seen, and it came from one of her youngest, newest hires, a testament to how leading is possible at all levels.
The leader was CEO of a remarkable organization dedicated to providing safe havens for children after school.
One day she sat in on a session for new staff about the organization’s values.
She was surprised to see the session’s leader was a young refugee from Guatemala, who began by taking off her necklace and holding it up for everyone to see. “This necklace,” she said, “is more than just beads on a string. It belonged to my grandmother, and when she was lost, this is all I had left to keep her close.”
The young woman went on to ask her audience, composed of teens and young adults: “Think of something you cherish, something irreplaceable to you, something you’d never, ever want to lose.” They talked about pictures of their parents, gifts from friends, hard-won trophies from competitions, and so on.
“What you just talked about,” said the young woman, “is how you value something. Here at this organization,” she said, “we also have values we hold very dearly. If somebody shattered those values, or ignored them, or trampled on them, we would be very upset, just like you would be upset if someone stole the pictures your parents gave you, or the trophies you earned. We treasure our values. Let me tell you about them…”
Then she introduced each value, and together they discussed how to apply each one to make good decisions.
It was a THINK, FEEL, DO masterclass!
She wove all three together:
THINK: She made abstract organizational values concrete and understandable by linking them to tangible, personal experiences.
FEEL: She tapped into powerful emotions by sharing her own vulnerability and prompting the audience to connect with their own deeply felt sense of value. She built an emotional bridge from concepts to something concrete and personally precious.
DO: She provided a clear path to apply these values in daily decision-making, translating understanding and feeling into practical action. Her call to action wasn't a top-down command but an inspiring invitation to join a unique group of value-driven doers.
That’s what the best leaders know. Effective influence isn't just about knowledge (THINK) or emotion (FEEL) or action (DO); it's the artful integration of all three that motivates and aligns people to achieve sustainable success.
The best leaders shape understanding, spark emotion, and steer action toward the greater good.
Not just aligned, but an alliance.
Influence is a triad, an alliance within, three paths that converge.
That’s the Insight: To influence better, bring THINK, FEEL, DO together.
Email John Ullmen to hire him to speak at your next event or for executive coaching.
THE ULLMEN TRIO
John holds an imagined conversation on our theme with this week’s guests, Adolphus Busch and Theodor Seuss Geisel (Dr. Seuss).
Adolphus Busch (1839–1913)
Born in Mainz, Germany, Adolphus Busch immigrated to the U.S. in 1857 and transformed Anheuser-Busch into a brewing empire. His innovative use of pasteurization and refrigerated railcars made Budweiser a national icon. A visionary leader, Busch’s charisma and generosity built lasting trust with workers, distributors, and communities, shaping American beer culture.
Theodor Seuss Geisel (Dr. Seuss) (1904–1991)
Born in Springfield, Massachusetts in the U.S.,, Dr. Seuss became a beloved author and illustrator, crafting whimsical children’s books like The Cat in the Hat and The Lorax. His playful rhymes and vibrant art tackled big ideas, inspiring generations to embrace creativity, empathy, and social good through storytelling.
Left: Adolphus Busch (1839–1913). Right: Theodor Seuss Geisel (Dr. Seuss) (1904–1991).
 | John Ullmen, Host |
John Ullmen: Welcome, gentlemen! It’s an honor to have you both here. So let's dive straight into one of my favorite topics: leadership influence. How important is it to each of you to effectively shape people's thoughts, feelings, and actions for the greater good. If it’s important to you, how have you done it? Mr. Busch, why don’t you pour the first draught of wisdom…
Adolphus Busch: Happily. Influence? It is the only thing that matters if you want to build something that lasts beyond your own breath! To have a vision, yes, that is good. To work hard, essential. But to move others? To get saloon keepers in Texas to understand why my refrigerated railcar is better than ice wagons? To convince a chemist in Germany to cross the ocean on a sailing ship and build a lab here? To make a farmer in the Midwest believe that growing barley for my beer is a sure thing? Why should they believe some crazy German? The only way is by painting a picture for them, showing the changes in technology that make my company different. And it’s especially done by showing them a better future, a more prosperous future, one they can feel in their own pocket and taste in the glass.
Theodor Seuss Geisel: Ja! Affecting what people think and feel... that's the playground I live in! You influence by painting a grand picture of a more prosperous future - I do it maybe in a way that sneaks up on them with a chuckle.
Adolphus Busch: That sounds easier.
Theodor Seuss Geisel: Hardly! Influential leadership means when you have a vision to share, you don’t give up! Take my first children’s book, And to Think That I Saw It on Mulberry Street. Forty-three publishers, said ‘No!’ They didn't get it. They did not like it in a box! They did not like it with a fox!
John Ullmen: I saw what you did there.
Theodor Seuss Geisel: They said it was too different, too fanciful, nothing at all like the Dick and Jane primers that ruled the day. My vision was simple: make reading fun, make it an adventure, not a chore. The ‘greater good’ here was rescuing children from boring books and encouraging reading and imagination.
How did I influence that final publisher, my old Dartmouth pal Mike McClintock at Vanguard Press? I’d have to say it was the passion. I was able to show him that children needed this kind of imaginative leap. I wasn't just selling words and pictures; I was selling the feeling I wanted kids to have – that thrill of letting your imagination run wild, to turning a plain horse and wagon into a zebra pulling a chariot! I had to make him - McClintock - feel that potential, see the world through a child’s eyes again. It showed me that most powerful influence doesn’t come from demanding agreement, but from sharing a unique, inspiring way of seeing - vividly and earnestly so that others can't help but peek through your window and see the same.
Adolphus Busch: You had him taste your imagination. I had my distributors and saloon owners taste my beer! I didn’t argue them into making the change, I influenced them by allowing them - like you Theodore - to see what I saw, to feel what I felt - and my case - to actually taste what I could taste.
Look, when I started pushing lager beer across this vast continent, no one wanted lager. They were comfortable with the familiar heavy stuff. My challenge wasn't just brewing excellent beer, it was changing a deeply ingrained habit, a preference felt in their gut!
Here’s a story: we had just perfected the process for pasteurization and bottling – revolutionary at the time! Most beer was sold in barrels. Getting distributors and saloon owners to invest in the infrastructure for bottles felt like pulling teeth. They only saw cost; I saw expansion! I didn't just show them the bottle; I showed them how their business could leave the local tavern and go into homes, onto trains, into places where barrels couldn't go. I brought in examples of bottles that had traveled, untouched and perfect. I let them taste the difference the pasteurization made after a long journey – the clean, consistent flavor versus a spoiled barrel. I painted in their imaginations, the picture of their own wagons distributing far and wide, not just down the street. I could see the flicker in their eyes – from skepticism to curiosity, then to a grudging understanding, and finally, for some, excitement about the possibilities for them. And it wasn’t the beer talking - it was the vision. Suddenly, they saw that making this change wasn't just about buying my beer; it was about their future business growth..
John Ullmen: So I think it’s fair to say the lesson here, the insight is that you must connect your own vision to their tangible reality, their aspirations, their needs. You must make your future their future. That moment, showing that simple bottle not as a container but as a vehicle for their expansion, teaches us that influence is making the grand 'greater good' – your company's growth in this case – synonymous with your customer’s smaller, immediate 'greater good' – their own prosperity.
When I partnered with my father-in-law, Eberhard Anheuser, the brewery was small. I saw a national beer, known for consistency and quality – a radical idea in the 1870s! Shipping beer long distances meant spoilage. I had to influence Eberhard, our brewers to adopt new standards, salesmen to believe, and the public to trust that Budweiser would taste the same everywhere. That influence built an empire.
Theodor Seuss Geisel: I agree! And I’d say that influence, whether you are building a beer empire or a collection of whimsical books, is about opening a door in the mind. You know, come to think of it, it was the same when I got drafted by the U.S. Government during WWII to do some big time serious public opinion changes. You’d never guess it but…
 | You can read the FULL interview in detail, with more questions and fascinating answers from each week's Trio guests! Coming soon, we'll offer Premium Membership in the Ullmen Leadership Academy to access the full interviews and much more. We're enthused to provide you more levels of access, to meet what works best for you. Stay tuned! |
THE TRIO TAKEAWAYS
Give Them Clydesdales and Brewery Tours: Use Tangible Symbols and Shared Experiences.
People often need more than words; they need concrete symbols and experiences to connect with a vision. Adolphus Busch used brewery tours, the iconic Clydesdales, and branded promotional items to make the Anheuser Busch commitment to quality tangible and memorable. These elements created both shared positive experiences and put physical representations of the brand promise into people's hands, deepening influence.Application tip: Identify potential symbols or rituals related to your team's goals or company values. Create opportunities for shared experiences (celebrations, team building, site visits) that reinforce your message and build connection.
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Rescue Children from Boring Books like Geisel: Ignite Influence by Sharing Your Passionate Conviction.
Sometimes influence hinges less on logic and more on conveying the depth of your belief and the feeling you want to create. Theodor Seuss Geisel faced countless rejections for And to Think That I Saw It on Mulberry Street. His eventual success came not just from the manuscript, but from passionately conveying his conviction that children desperately needed imaginative, fun reading experiences. He influenced his publisher by making him feel the potential thrill and necessity of the book, sharing his unique vision so vividly it became infectious.Application tip: Before an important presentation, reconnect with why you believe in your message. Let that genuine passion and conviction shine through your delivery, as enthusiasm can be more persuasive than mere facts.
Here are more titles of the takeaways I pulled from the extended conversation. I will make the full explanations of each one, and how to apply them, available separately…
Find the Common Ground Beneath Resistance like Busch: Connect Through Shared Stories and Values.
When faced with opposition, direct confrontation might fail where empathy and finding shared identity succeed. Adolphus Busch encountered fierce resistance from Chicago tavern owners loyal to local brews. Instead of fighting, he…Reframe Pasteurization as Progress like Busch, Not Sacrilege: Align Change with Existing Emotions and Values.
Influencing people to adopt change often requires addressing their feelings and reframing the narrative to align with their existing values. When introducing pasteurization, Adolphus Busch…
Use Sharp Edged Cartoons or Gentle Sneetches like Geisel: Tailor Your Influence Style to the Situation.
Effective influence requires adapting your approach. Theodor Seuss Geisel used direct, emotionally charged political cartoons during WWII to cut through confusion and rally support against a clear threat, tapping into patriotism and fear. Conversely, with The Sneetches, he used…
Make Hop Growers Partners in the Brew like Busch: Extend Influence Across Your Entire Ecosystem.
Sustainable influence involves building genuine, mutually beneficial relationships beyond just customers or direct reports. Adolphus Busch needed specific quality hops for Budweiser. He didn't just dictate terms to growers; he built partnerships by sharing…
Let Them Realize Sneetches are Sneetches like Geisel: Guide Others to Insight Through Narrative and Self Discovery.
Sometimes the most powerful influence occurs when you help people arrive at a conclusion themselves rather than telling them what to think. Theodor Seuss Geisel's The Sneetches didn't explicitly preach, rather…Declare Yourself "King of Beers" like Busch: Define Your Position with Boldness and Back It Up.
Shaping perception in a crowded market can require bold assertion. Adolphus Busch's slogan "The King of Beers" was an audacious claim meant to establish Budweiser as…
Defend "All Creatures Should Be Free" like Geisel: Protect the Core Integrity of Your Message.
Effective influence sometimes means resisting pressure to dilute your core message, even from well meaning collaborators. Theodor Seuss Geisel fought to keep the potentially controversial final line in Yertle the Turtle because …
Put Yourself in Tiny Shoes Before Writing Cat in the Hat like Geisel: Cultivate Relentless Curiosity About Your Audience.
You cannot effectively influence people without deeply understanding their perspective, motivations, and anxieties. Theodor Seuss Geisel's success with The Cat in the Hat stemmed from intensely studying…Deliver Budweiser Cold and Consistent like Busch: Earn Influence Through Unwavering Reliability and Competence.
Trust is the bedrock of influence, and it's built through consistent action and demonstrated competence. Adolphus Busch knew that his influence depended on saloon owners trusting that Budweiser would arrive reliably and taste…
Listen to Ernst the Keg Washer like Busch: Seek Wisdom from the Front Lines.
Influence grows when good ideas are welcomed regardless of hierarchy. Adolphus Busch learned from a keg washer, Ernst, that handwritten shipping tags looked …
Let Your Inner Who Ring Out like Geisel: Embrace Your Authentic Voice and Unique Perspective.
People are drawn to genuine conviction and a unique voice that cuts through the noise. Theodor Seuss Geisel's distinctive style, with its rhymes and invented words, was initially seen as peculiar but was…Project Certainty When Facing Skeptics like Busch: Embody Unwavering Belief in Your Vision.
To lead people into uncharted territory, you must project confidence and unwavering commitment, even amidst uncertainty. Adolphus Busch faced skepticism from competitors, bankers, and allies when launching his national brand vision. But his ability to…
Dissect Your Failed Square Creatures like Geisel: Learn from Flops to Sharpen Future Influence.
Developing influence involves learning from failures, not just celebrating successes. Theodor Seuss Geisel acknowledged ideas that fizzled, like his story about…
Let Helen Make the Hats Wilder like Geisel: Embrace Collaboration to Strengthen Your Influence.
Recognize that you don't have all the answers and that collaboration can significantly enhance your vision and influence. Theodor Seuss Geisel initially resisted his wife Helen's suggestion for…Prepare to Pass the Torch like Busch: Multiply Your Influence by Developing Others.
To scale your vision and ensure its longevity, you must actively develop influence in those around you. Adolphus Busch deliberately mentored his son, August A. Busch, in three specific ways…
Understand Why Zooks Butter Bread Up, Not Down like Geisel: Keep Your Finger on the Pulse of the Times.
Influence doesn't happen in a vacuum; it must resonate with the prevailing thoughts, feelings, and concerns of society. Theodor Seuss Geisel's later works like The Butter Battle Book (arms race) and The Lorax (environment) connected because he…
Bet Millions on Refrigerated Rail Cars like Busch: Cultivate the Courage for Calculated Risk.
Leading significant change often requires bold decisions and calculated risks in the face of uncertainty. Adolphus Busch's massive investments in brewing technology and distribution weren't guaranteed successes, but they were…Persist Like Sisyphus Rolling the Beer Barrel like Busch: Cultivate Patience for the Marathon of Change.
Significant influence rarely happens quickly; it requires immense patience and persistence. Adolphus Busch faced years of slow progress, setbacks, and resistance while…
See Crisis as the Ultimate Classroom like Busch: Use Opposition to Clarify and Strengthen Your Message.
Challenges and opposition can be powerful catalysts for refining your influence strategy. Adolphus Busch used the pressure from the Temperance movement not just to fight back, but to…
Ask "What If?" Like Geisel: Wield the Power of Provocative Questions.
Asking challenging, assumption breaking questions can be more influential than simply providing answers. Theodor Seuss Geisel's creative process often started with "What if?" questions that opened new possibilities. For leaders, asking questions like "What's the most unconventional approach?" or…Build a Legacy Beyond the Next Quarter like Busch: Frame Influence Within a Lasting Purpose.
Connect your efforts to influence change to a larger, enduring purpose that transcends immediate results. Adolphus Busch focused on building Anheuser Busch as an institution known for…
Schedule "Nonsense Afternoons" like Geisel: Nurture Wonder and Imagination as Influence Tools.
Influence thrives in environments where imagination and wonder are valued. Theodor Seuss Geisel championed creativity and possibility. Leaders who encourage playful exploration, welcome 'silly' ideas, and nurture a sense of…
Final Thoughts
Effective influence, as shown by both Adolphus Busch and Theodor Seuss Geisel, is a powerful blend of strategic thinking and genuine human connection. It requires understanding others deeply, communicating with clarity and conviction, demonstrating reliability, and adapting your approach with authenticity and resilience. By embracing these diverse strategies, from building partnerships to nurturing wonder, you can effectively guide others toward positive change and achieve truly remarkable results together.
Email John Ullmen to hire him to speak at your next event or for executive coaching.
THE TRIPLE PLAY
Great leaders grow their understanding of people by exploring similarities, differences, and possibilities. Let’s practice this skill each week, with inspiration from our Trio guests.
1. COMPARE: Something they share.
Masters of Memorable Marketing
Both of them revolutionized marketing in their respective industries.
Adolphus Busch pioneered innovative advertising techniques for Anheuser-Busch, including branded giveaways and eye-catching posters that became cultural icons.
Similarly, Geisel transformed children's literature marketing with his distinctive visual style and catchy rhymes that made his books instantly recognizable.
Both understood that memorable branding was the key to capturing the public's imagination and loyalty.
2. CONTRAST: Something they see differently.
The Role of Alcohol in Society
Busch's View: As the co-founder of Anheuser-Busch, Adolphus Busch would champion responsible alcohol consumption as a legitimate social pleasure and economic cornerstone. He would argue that brewing created jobs, preserved cultural traditions, and provided a product that enhanced social bonds when enjoyed in moderation.
Geisel’s View: Geisel, who lived through Prohibition and its aftermath, would likely view alcohol with greater skepticism, especially given his focus on children's welfare. His stories emphasize clear thinking and responsible behavior, and he might argue that alcohol marketing glamorizes a product that can harm families and communities when misused.
3. CREATE: Something they might innovate.
To help us exercise our own leadership creativity, here we imagine the guests were alive today and joined forces to create something new.
I’ll share one of my favorites next week, and I welcome yours in the meantime!
Last week our guests were Geoffrey Chaucer (c. 1343–1400) and Nora Ephron (1941–2012), and this could be one of theirs:
"You've Got Mail... By Carrier Pigeon"
A subscription service delivering handwritten letters and small gifts curated to reflect both medieval and modern concepts of romance and friendship. Subscribers would receive monthly packages containing relationship wisdom drawn from both Chaucer and Ephron's works, along with prompts to create meaningful written communication for their loved ones in an increasingly digital age.
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Until next week…
Let’s make things better,
John