Most of what I write about WOW and DUD leaders is fairly straightforward–that is, there are clear-cut traits and characteristics that define and identify those in the two categories. For the most part, I can easily recognize a DUD when I’m forced to work with one. Identifying a WOW leader is also quite simple–although to be fair, you really need a substantial amount of interaction with a leader to determine whether or not they’re good or truly great. Admittedly, the WOW leader title is a matter of opinion–it’s a judgment call. Which brings me to the question at hand, namely: is the distinction between WOW and DUD a judgment call, too? Is WOW and DUD leadership really just a matter of perception?

Let’s face it: everything is a matter of perception to some degree. The spies the United States had in the old Soviet Union during the Cold War, for example, were WOWs to us, but DUDs from the perspective of our enemies. We might say our guys were heroes, while the other side would condemn them as criminals. In business it’s a similar story, isn’t it? When you’re dealing with a DUD, you’re likely feeling the brunt of negativity that’s being imposed upon you and your team, but perhaps not recognizing or understanding how that DUD is viewed from above. Is that same DUD, who seems controlling, manipulative, narcissistic, and bullying to you and your colleagues, regarded with favor by those looking only for positive economic results? If the supposed DUD is successful in delivering increased revenue or a better corporate image, he’s probably viewed as a WOW by those looking specifically for those attributes.

On the flipside, what I’d call a WOW leader–one who drives change, operates with integrity, is humble, caring, decisive, and motivational–may be viewed as a DUD if they’re not willing to do the “dirty work” required to get ahead. Perhaps putting moral guidelines ahead of financial gain is not seen as WOW material when those judging that leader are the ones with suffering pocketbooks. In that way, the leader in question is both  a WOW and a DUD simultaneously, depending on which perspective you’re looking from.

Still, from the viewpoint of character traits alone, there must be a clear distinction between WOWs and DUDs. Even if DUDs are garnering respect based on their achievements, their true nature must surely be known, even to those who see their results as WOW, right? And those great, above-the-bar leaders who WOW in every aspect, but might not have a perfect corporate track record, are certainly given the benefit of the doubt and still recognized as being WOWs, yes? One can only hope.

The way I see it, however, is that being a WOW and a DUD is a matter of perception…but it’s more a matter of who’s doing the perceiving. That is, if you’re a DUD, you may see another DUD as a WOW, and you certainly won’t see yourself as anything less. So when it comes to identifying WOW leaders and DUD leaders, perception is everything…just make sure you’re looking in from the vantage point of a WOW.

–Sheri Staak