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Emmanuel Macron means business. It’s more than his corporate style. It goes beyond the ambitious regulatory reforms he announced. He is changing what it means to be French.
Long associated with burdensome bureaucracy, France has a new president that embodies a bold new vision for the country. I was surprised to discover on a recent trip to Paris that many in the land of long vacations seem to have bought into his new French brand. Such a strong start appears largely due to his action-oriented approach, infused with infectious optimism.
Yet beneath the fanfare and initial flurry of activity, there are real risks that remain for one of the world’s least experienced leaders.
The restoration of regal, remote leadership. You hear a lot of talk along the Left Bank in Paris of a return to the aloof presidency. Macron summoned the French parliament to Versailles, immediately inviting comparisons to monarchial rule. He gives few interviews with the press, preferring for his ministers to speak on behalf of the government. This more detached public profile is consistent with the CEO-style approach to management. Speak selectively and when you do, aim to maximize impact.
Project strength. When Russia’s Vladimir Putin came to town, the new French President didn’t mince words. Indeed, he actually seemed to make the former KGB agent wince, publicly dressing him down for spreading misinformation. Similarly, Macron put the squeeze on Trump, literally. The handshake the two men shared appeared to cut off circulation to several fingers. These demonstrations of bravado managed to earn him some begrudging respect from two of the world’s most difficult leaders.
Age embodies change. A good deal of the power of Macron’s personal brand derives from his youth and good looks. He’s a modern-day Kennedy. Were he older, I believe things would be quite different. Just look at his predecessor Nicolas Sarkozy. They share a similar brashness and bold ideology. Yet, the former French president’s reforms met a lot more resistance. But, somehow Macron’s able to package them as part of a fresh new approach, one that is embodied in an energetic and telegenic leader. Indeed, in many ways it is more challenging to sell new ideas the older you get. Imagine a hip new app or social media platform being peddled by someone who could pass as your grandparent. You would probably have a harder time believing it was really something innovative and exciting. Similarly so with policy.
Ask not, what your government can do for you. So the young French leader awakens a nation’s sense of sacrifice in order to build a stronger economy. For “les vieux leaders,” or the old leaders, that was political suicide. From Macron, as with JFK, it’s inspirational. Indeed, political observers in France told me that his movement and message has largely declawed the once ferocious unions. He has had early success positioning himself as progress and painting traditional parties and political interests as standing in the way of the possible. Nonetheless, quite significant obstacles stand in his way in the New France.
The young will learn. Even Barack Obama, the once idealistic young politician Macron modeled himself on, quickly discovered the limits of hope and the challenges of change. So, too, will many detours and difficulties emerge and the momentum slow for Macron. France is several times more wedded to the ways of the past than the United States. The country is not as primed for a new direction as Americans were in 2008 following eight years of George W. Bush as president. Even so, Obama’s White House rapidly ran into roadblocks. The harsh realities of governing will dilute the dreams of many supporters. Yet, this harsh dose of reality is not the real risk for the entrepreneurial Emmanuel.
Burned by burning too brightly. People will pardon Macron spending tens of thousands of dollars on makeup. They will even adapt to his much more direct speaking style. His handling of confrontation is where significant challenges are more likely to emerge. Here, Macron’s corporate management background will pose a problem. Several people in Paris commented on his tendency to quite aggressively attack opponents or overreact to even mild critiques. He needs to work on avoiding those confrontational situations by channeling some of Obama’s cool, calm and cerebral approach.
Data dependent. Those trying to tear down Macron’s agenda make him out to be a cold capitalist. His brash, bulldozing style doesn’t help matters. Even when he’s not imitating a corporate raider, Macron’s focus on facts and figures in speeches reinforces this sinister, calculating image. Too often it sounds like he could be briefing stockholders. I have yet to see the former international business executive put forward a really effective emotional argument for his agenda. He’s going to need to really up his empathy game. I have a good idea where he should start.
Keep it about the kids. Corporations rise and fall on finances. Countries rise and fall on feelings. Families are the source of the strongest feelings in politics. France will undoubtedly endure growing pains as Macron pursues an unprecedented transformation of the economy. Almost all parents will accept some level of sacrifice for their children. He would be smart to present his work as a necessary investment in a brighter future for the next generation. Instead of fighting against him, he could paint the opposition as standing in the way of the nation’s children. Parade them out, even during formal speeches. It will soften his image and I’d give him pretty good odds to win that debate.
Being bold sold France on an energetic young politician. Many French bought into the idea of a dramatic change. As the months pass, its initial luster is beginning to wear off. To survive or thrive in the presidency, Macron now needs to mold himself into more than audacious ambition. He cannot confront his way out of all problems. He needs to acquire a more personal touch. He must play to people’s hearts and not just their minds.
France’s new chief executive officer has to think of himself almost as an executive producer. His is a compelling television show about a country in a period of historic change. Write a dramatic script. Cast yourself as the hero, others as villains. Most importantly, don’t be afraid to let down your guard as you play your part. That way, the audience will keep rooting for you to win.
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