Quick: What do the following firms have in common?

General Electric, whose motto is “imagination at work,” is a diversified company with $163 billion in annual revenue. It is famous for developing leaders who are dedicated to turning imaginative ideas into leading products and services. A GE manager can be trusted to be a strong conceptualist as well as a decisive thinker; an inclusive, competent team leader; and a confident expert in his field.

Johnson & Johnson, whose credo begins, “We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services,” earned $53 billion in revenue last year. It is celebrated for developing leaders who provide scientifically sound, high-quality products and services that help heal and cure disease and improve the quality of life. A J&J manager is known for being socially responsible and a stickler for product development and differentiation. She takes a product to market in a disciplined way; she is committed to building consumer trust, to product quality, and to safety.

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Publication/Copyright: Harvard Business Review