Are We Humble to a Fault?

Are Canadians and their companies unpretentious to a fault? Should we be more "americanlike"?

My fellow alumnus, good friend and client Nelson Tonn, VP Marketing & Supply Chain for Fountain Tire Canada was recently honoured with a U of A Alumni "Excellence in Retailing" award at the 20th Annual Henry Singer Awards dinner. Excited to be there to help him celebrate, I was looking forward to the event.

Nelson, one of Fountain Tire's youngest ever executives, has helped to build a national brand with over 140 stores from quiet headquarters here in Edmonton. Nelson accepted my enthusiasm with a little embarrassment, and a lot of humility – attributing his own success to his team, the company's leaders and a bit of luck.

During the event, Fred Singer modestly deferred the spotlight to others when previous award recipients and senior leaders of the U of A marveled at his pioneering efforts to help build a world-class School of Retailing at the University of Alberta.

Heather Reisman, CEO and founder of Indigo Books was also recognized during the night as retailer of the year. Despite a career building an empire, taking over Chapters, and launching Kobo (with 50% of the digital reader market share in Canada and a new partnership with FaceBook), she spent the majority of her talk celebrating her mentors and advisors, and talking about her company's employees amazing charitable spirit.

As Canadians, we're uniquely humble, and my experience at the Henry Singer Awards dinner was a testimony to how pervasive this trait is ingrained in the successful leaders that surround us. Are we humble to a fault? Shouldn't we share our successes with the world? Should we be more "americanlike"? As marketers, is it our job to help our clients find ways to be bold, and confident... dare I say... brag a little more? I vote NO.

I'd suggest that actualized leaders (and BRANDS!) defer to the strength of the people around them more than they defer to their own talents and capabilities. Who likes to hang around the cocky dude who can't stop telling people about how great he is? Who enjoys the sales call from the "we're the best" telemarketers? Who trusts the ad that slams the competition?

Not unlike the great leaders who live quietly throughout Edmonton, Alberta, and Canada – people like Nelson Tonn, Fred Singer and Heather Reisman – great brands should take a note from the humble and learn to build on traits that people admire.