Bush adviser offers conference attendees a recipe for success

Michelle Swafford

Thursday, Jan. 13, 2005 | 11:09 a.m.

Business leaders should master the principles of C.E.O. to be successful, a counselor to President Bush said Wednesday.

C.E.O. in this sense does not stand for chief executive officer, but rather clarity, example and optimism, said Karen Hughes, a counselor to Bush and former director of communications for the former governor Bush.

"You don't have to be born with the qualities I've talked about today," Hughes told more than 3,500 promotional products conference attendees Wednesday. "You can build quality in your home or business. You can harness the power of example. You can lead with optimism."

Hughes was a keynote speaker at the annual Promotional Products Association International Expo being held this week in Las Vegas, which attracted 12,000 attendees and showcases the latest in branded products that are given to customers and employees.

Clarity, which includes setting business goals and communicating with colleagues and bosses, is the first principle Hughes touted as "crucial" to business leaders' success.

"You don't have to be the funniest or wittiest, but you do have to be clear," Hughes said, adding that consistency is part of being clear. "Achieving message clarity is not always easy. It has to incorporate your true values and philosophy."

For example, it is well known that Bush is compassionate and conservative and that his core values are limited government, local control, strong families and individual responsibility, she said.

It's important for leaders to set an example of what is expected of their employees and whether honest opinions are accepted, Hughes said.

Hughes encouraged employees and employers to find a balance between careers and family, which is what she did when she moved her family back to Texas and began advising.

"You can have a career and a family. You'll have to make choices, but that doesn't mean you'll have to chose one or the other," she said. "We all face a tug of war to be faithful in our different roles."