On Friday October 7, 2016 at 11:30 a.m. Pacific time a new star was added to the Hollywood Walk of Fame. The sidewalk full of movie stars, actors and actresses, world-renowned directors and producers often carries some of the biggest names from your favorite movies. When people think of Hollywood a certain caricature comes to mind. Celebrity of course. Wealth. Fame. The people in Hollywood get a reputation for self-promotion.
They are loud.
They are opinionated.
They love the eyes on themselves.
These three qualities are often associated with leaders and people of influence. We live in an era of human history where to be an influencer and a leader of people requires being loud, being opinionated, and a desire to be seen.
In reality, it’s the exact opposite desire for the high caliber leaders.
The new star on Walk of Fame is located at 6393 Hollywood Boulevard and sits right next to music producers Jimmy Jam and Terry Lewis.
“We are thrilled to add Clarence Avant to the Hollywood Walk of Fame. He has been an inspiration to many musical performers and has added so much to the history of American music,” stated Leron Gubler, President/CEO of the Hollywood Chamber of Commerce.
On sight to facilitate the event are some big names in show-business and a few people to have been directly impacted by the honoree, Clarence Avant. Guest speakers on October 7 were Irving Azoff, Jamie Foxx, Jimmy Jam Harris, Terry Lewis, Quincy Jones, and Bill Withers.
Clarence Avant is known as the “Godfather of Black Music.” But his influence expands far beyond the music realm. Born in 1931 in Greensboro, North Carolina, Avant eventually got his start in the music industry in the 1950s as the manager of Teddy P’s Lounge in Newark, New Jersey. He went on to manage multiple small Jazz and Blues artists before diving headlong into the industry after moving out to Hollywood in the 1960’s. He formed Sussex Records in 1968 and went on to sign and manage multiple household names.
Professionally he was known as a music executive. Founder of Sussex Records and later Tabu Records. But his impact and influence extends far beyond his official title. Such is the case for all true Broker Leaders.
Consider all the influential names that credit Clarence Avant as a mentor, guide, and leader:
Athletes, (Hank Aaron, Jim Brown), politicians (Jimmy Carter, Andrew Young, Bill Clinton, Barack Obama, Tom Bradley) and several generations of music makers (Michael Jackson, Janet Jackson, Jimmy Smith, Quincy Jones, Babyface, Jimmy Jam & Terry Lewis, Snoop Dogg, Ludacris), among many others.
Clarence Avant is one of the purest examples of a true power broker.
A True Power Broker
In the How To Flourish Framework we describe the highest potential a leader can aspire to be as a Broker. A Broker exists on a continuum all leaders fluctuate within, ranging from selfish to truly transformational. We call these the Five Modes of a Leader.
Mode 1 - The Stealer
An individual that steals the collective experience and makes everything about themselves because they are so limited by their self-view that they often make decisions or demonstrate behaviors that seek to only serve themselves in whatever way possible.
Mode 2 - The Coaster
The silent killer to organizational potential. They operate from a place of careless complacency manifesting as indifference and lack of intention.
Mode 3 - The Riser
A passionate, enthusiastic individual who recognizes the need to activate their full potential in the service of others.
Mode 4 - The Server
An individual that serves the needs of the team through their gifting and personality to the extent that they end up making decisions and demonstrating behaviors that often conflict with their own self-interests.
Mode 5 - The Broker
A flourishing individual who is completely satisfied (internal wellness) because they can appreciate the value in everything they do. This is embodied in a lifestyle that multiplies that value to people they encounter.
Most leaders are unaware of how they fluctuate within these five modes. Few leaders are aware enough to begin the intentional process of leading and influencing from their desired mode of operation as opposed to their default mode of operation. As you read through these five modes, many examples may come to mind as you have seen all five “out in the wild” in life and leadership. The unfortunate truth is that the Mode 5 - Broker leader is incredibly rare.
You can count on one hand how many leaders you’ve interacted with who fall in this category. In fact, some people I talk to can’t think of one person they’ve been with who would be described by this category. Brokers are special.
In business, a Broker often serves as an intermediary. A middle man of sorts who arranges deals. This is exactly what Clarence Avant did in his day job as a music executive. He arranged deals, negotiated contracts and represented musicians who were signed to his label. But, true Broker Leaders arrange far more deals than their invoices and contracts say. A Broker leader is obsessed with arranging transformational deals. A deal between the people they lead, and a life changing experience. They aren’t satisfied with just doing business, making deals, fulfilling the business functions needed to make the world go round. They want to leverage their role, to transform lives.
Transforming lives sounds like a great idea. Nearly every college kid out there loves the idea of “transforming lives.” When we’re young and inexperienced the idea of working in a place or on a cause that “transforms lives” sounds like a way better existence than the paper pushing, stress induced work we see from most adults. As we age, unfortunately most begin to let go of the idealistic idea that our work can have a transformational impact on people. Most middle-aged people chuckle at the old “transformational visions” they had as a young person.
However, that is not the path for all people. Some people mean what they say. That’s the nature of a Broker Leader. They want to leverage their position, status, or power to usher in transformational experiences. To broker a different kind of deal. That’s exactly what Clarence Avant did for years - well into his 80’s before passing away at the age of 92.
The reality is, it’s not enough to just admire the concept of being a Broker Leader. We’re not looking for just feel-good stuff we think about when we’re well rested or on vacation. We want to actually develop a path to the HOW. That’s what we’ve created with the How To Flourish Framework.
Inspired by this framework, let’s take a look at the four ways a Broker Leader goes about the business of brokering life changing experiences.
1.) They Move in Silence
The unfortunate reality is that most leaders are seeking power. Leadership, and the action of influence often requires some measure of power. A lot of people shy away from this dynamic in work environments because they don’t want to participate in the “power game.” A Broker Leader is not exempt from the power struggle. But what a Broker Leader does understand is that there are different kinds of power. There’s power that needs the spotlight, and there’s power that works behind the scenes. Clarence Avant was a Broker who intentionally chose to work behind the scenes.
The great NFL football player, Jim Brown had this to say about Clarence Avant, “Everyone knew him. But no one knew his title. Was he a lawyer, agent, manager? Nobody knew. He had a definitive way of operating.”
This definitive way of operating, demonstrated by Clarence Avant shows the pre-emptive work that is required to live the lifestyle of a Broker Leader. A Broker is on the move, they are definitively pursuing an aim, but they do so in silence.
Silence is an underrated trait in our world. Everyone lives loud. Social media is deployed to live loud. People loudly proclaim their opinions on issues, people, and events. People loudly announce their goals, their declarations, their resolutions. Technology is loud. TV shows are loud. The world - including for leaders - is loud.
But to live like a Broker Leader requires a counter-cultural approach. It requires a lifestyle rhythm that is unlike the world. Clarence Avant understood the rhythm of the world and how to live in a way that would produce the influence he definitively wanted. He understood the paradox of influence.
The louder we move, the quieter our influence.
The quieter we move, the louder our influence.
Clarence Avant intentionally pursued the power that works behind the scenes. More importantly, he was content to be behind the scenes in an industry and in a world where everybody clamors for the spotlight.
The famous singer, songwriter, and musician, Lionel Ritchie had this to say about Clarence Avant and his movement in silence.
“I’ve never seen him with a tool. His tools are his ability to manipulate people in a good way.”
Brokers who are effective have learned the value of silence. Both in their internal life, and in their external life.
2.) They Advocate
In the early part of 1974, Hank Aaron was quickly approaching baseball royalty. He was on the doorsteps of breaking Babe Ruth’s all-time home run record of 714. Ruth’s record was thought to be untouchable and had been in place since 1935. In the peak of the civil rights movement, Aaron, while playing in the deep south, was viewed as untouchable by advertising executives. Despite being one of the biggest sports stars in the country, and on the verge of breaking the sporting world’s biggest record, Hank Aaron did not have a single advertising deal. This was unacceptable to Clarence Avant. While average leaders, often consumed with their own pursuits, would utter a “that’s unfortunate” and move on with their own lives, a broker leader isn’t comfortable with such an injustice. In true broker fashion, Avant went into action.
He called up Hank Aaron and explained who he was. He shared his history as a music executive and seasoned negotiator and told him he was going to do something about this, and quickly. Avant recognized that the second Aaron passed Ruth’s record his advertising value would plummet. He needed to sign a deal BEFORE the record was broken, not after. Hank Aaron played for the Atlanta Braves at the time and in the same city was the headquarters of one of the largest American food and beverage companies - Coca Cola.
Clarence Avant marched unannounced into the headquarters of Coca Cola and up to the office of J.P. Austin, the president of the company at the time. What ensued was the successful negotiation of the largest endorsement contract of any athlete in American history at the time. Hank Aaron was now a Coca Cola athlete. Avant continued to negotiate deals on behalf of Hank Aaron and ultimately was instrumental in helping Aaron set up the Chasing The Dream Foundation where a vast majority of the income from endorsement deals would get channeled by Hank Aaron and his wife to do good in the community.
“Henry Aaron would not be Henry Aaron without Clarence Avant. I love him. He played a role in almost 90 percent of my career. He broke down doors to get me into certain things. I always say I am who I am because of Clarence Avant.”
At the core of what a broker does is live and serve with the spirit of an advocate. They work on people’s behalf. They are consumed with breaking down doors for other people to get in. While the world piddles and toils around working to improve their own stature, a broker invests the same level of energy into advocating for others to get ahead.
Clarence Avant used his expertise to advocate for someone else. He helped Hank Aaron get true value for his talents. To advocate for someone is far more costly than we often realize. We’re not talking retweets or signs in the yard, or social media posts. We’re talking about the expenditure of time and energy on behalf of someone else. Often with little to gain in return.
A Broker Leader is an advocate. They use their position to leverage for someone else’s gain.
3.) They Coach
In 1970, just a short time from starting Sussex Records, Clarence Avant was approached by a young, obscure, aspiring artist. This sort of experience wasn’t abnormal for Avant as he was always on the hunt for great artists to produce to take Sussex Records to another level. He listened to the demo tape with a smooth track titled “Lean on Me.” The artist was named Bill Withers and Avant knew he had found a possible star.
After hearing the song, “Lean on Me.” Avant delivered a poignant question to Bill Withers that demonstrates the first of many attributes of a great coach. He asked Withers, “Have you got enough songs to make a record?” Avant, like all great coaches and all great brokers, knew the difference between potential and professional. It was in the work. One hit song merely meant Bill Withers had potential. An album full of songs meant Bill Withers was ready to be a professional. Before he did anything, he wanted to know if Withers had done the work. Had he made enough songs? Or was he still toiling around and happened to stumble on a hit? After Withers responded that he had an entire stable full of songs, Avant signed Bill Withers to his first record label with Sussex Records.
With this one decision, Avant was able to provide a transformational transition for Bill Withers who would go on to be one of the greatest musicians of the last 100 years. But he didn’t just take from Withers, he made him better.
He proceeded to coach and direct him in those early years. It was Avant’s idea to use Lean on Me as a single that exploded and prepared the way for his first album to be released later. Before releasing the album he coached Withers to make changes and further solidify his sound and style, a style that would go on to be synonymous with Withers throughout his entire career. He provided the big breakthrough that would eventually change everything for Withers.
“The person responsible for your transition is the key to changing your life.” - Bill Withers
A broker understands the value in transitions. The action of moving from here to there. From this level of living to that level of living. From potential to professional. From a great idea here and there to the lifestyle of commitment.
Transitions are everything and a Broker leader is in the business of arranging transformational transitions for the people they lead.
4.) They Tell The Truth
One of the hundreds of people mentored by Clarence Avant over the course of his life is Jon Platt. Platt is one of the most influential leaders in the entire music and entertainment industry. He is the CEO of SONY Music Publishing and one of the largest power brokers in the United States. For years Platt has been guided, mentored, and directed by Clarence Avant. Any time he was facing the twisting and tumultuous path in the music industry he often would call Clarence for guidance, wisdom, and advice.
There’s many leaders in life that give advice. Many who share the things to watch out for, who to partner with, who to stay away from. One of the fundamental responsibilities of a leader is to give some direction. But a broker leader isn’t just living on a desire to give industry direction, they want to give life direction. They aren’t just interested in directing people in business success, they want to direct people's life success.
In one difficult section of his life Jon Platt called Clarence Avant and told him he and his wife were at a dead end and he wanted to get a divorce. It’s not a shocking revelation in the luxurious, fast paced life in Hollywood to want to get a divorce. All kinds of show-business executives go down this path, what’s the big deal?
What Platt shared was a big deal to Avant. And with the blend of wisdom and brashness of a seasoned mentor, Avant laid into Platt over the phone. With emotions brimming over, tears in his eyes, and fire in his voice, Avant administered the tough love that only a mentor can.
“You’re different. You’re not going to be like those other guys.” Avant told him.
“Now get off this phone and go figure it out.”
And he did. Platt and his wife mended things, survived the rough patch and moved forward.
“He’s been a mentor, not just in business, but in life. Honestly, he saved my marriage and my life. He checked me.” - Jon Platt
“He checked me..”
That is what a broker leader does. They tell the truth. They check the people they love, reminding them of the commitments they made, the person they said they wanted to be, the path they said they wanted to walk. A Broker leader is willing to do the uncomfortable work of having hard conversations. It’s so easy to avoid hard conversations these days. To let things slide, to let things go where they go. To let people abandon what they said they wanted to do, and who they said they wanted to be.
The phone call from Platt struck a nerve for Avant. On the other line was the man he had mentored professionally for years. The man he guided in the music industry time and time again. But also the man he guided personally. He wanted to not only duplicate and multiply his success in Platt in the music industry but also in life. Avant married his wife, Jackie in 1967. He remained committed to and married to Jackie until she died in 2021. Clarence would live as a bachelor for two more years before passing in 2023.
What Platt was alluding to was going to be unacceptable. He had guided Platt to be different. Not just in the deals he negotiated or the ways in which he navigated the industry. He wanted Platt to truly be a different man. And that meant upholding the promises he kept.
A Broker Leader wants their people to flourish.
How To Be A Broker
It’s not enough to just admire the idea of a transformational leader. If we’re serious about this kind of thing we’ve got to transition into training how to be one. Clarence Avant, shows us the power of a life lived to Broker transformational deals. To aspire to this kind of leadership ethos is no small endeavor. But it starts with being definitive about how we’re going to move.
Move in silence or move with noise
Advocate for other people or only concern yourself with your own gain
Arrange transitions or leave people to fend for themselves
Tell the truth or say it’s someone else’s problem.
You become a Broker Leader when you’re actively behaving in the way of The Broker Leader.