I recently heard an HR leader proudly explain her rigorous selection process for a basic leadership program aimed at newly appointed people leaders. She first pre-selected potential participants based on their performance ratings, then personally interviewed all the top performers. Those who passed were sent by her for a final interview with a senior business leader, and only the successful candidates were allowed to attend the training.
While I appreciated her personal involvement and the engagement of the business leader in the selection process, I do not think this is the right approach.
‘I defy anybody to be energized by most appraisal systems I have seen in my career’ – Sally Bibb
As HR professionals and line managers (present company included!), we tend to take the strengths of our staff for granted and focus most of our attention on their ‘development areas’ (a euphemism for weaknesses).
The question is, however, how effective this is, and which business opportunities we miss, by following this approach.
Sally Bibb, partner at PA Consulting, leader and author in the field of strengths-based approaches to people and organisations, proposes a radically different approach and advocates focusing on strengths instead of weaknesses.
To find out what Strength Management is, and how we can implement it, I interviewed her for my Leadership 2.0 podcast.
During our conversation, Sally and I discussed the following topics:
0️⃣1️⃣ What Strength Management is
0️⃣2️⃣ How Sally became interested in the topic
0️⃣3️⃣ Is Strength Management incompatible with a Growth Mindset?
0️⃣4️⃣ Why most HR professionals remain focused on Development Areas
0️⃣5️⃣ Implementing Strength Management in HR Processes
0️⃣6️⃣ How can appraisals be improved?
0️⃣7️⃣ Is strength management a generational phenomenon?
0️⃣8️⃣ Will AI support Strength Management?
0️⃣9️⃣ Issues Sally is asked to address by her clients
➡️ No time to watch or listen to podcast now? Here is a short summary of our conversation ⤵
Dirk Verburg: I was classically trained as a line manager to focus on development areas to create “all-round” people. What are the advantages of focusing on a person’s strengths instead?
Sally Bibb: A strength is something you are naturally drawn to, that energizes you, and that you’re good at. Twenty years of neurobiological evidence shows that when people use their strengths, they are happier, more resilient, and perform better. Football managers, for example, know each player’s strengths and don’t try to make them all-rounders. While a team can be good at everything, an individual cannot. Focusing on strengths is not about ignoring weaknesses, but about intentionally using what you’re great at. Spending too much time on things you’re not good at will cause your motivation to drop, and your performance will be good at best—not great.
Dirk Verburg: Where does your personal interest in strengths come from? Did you have an experience that inspired you to focus on this topic?
Sally Bibb: My interest stems from an early experience in my career. I was promoted from a job I loved, which involved crewing ships, to one that required doing research for trade union negotiations. I was good at the first job because it leveraged my strengths in connecting with people and problem-solving. The second job, however, was a poor fit. I felt a loss of confidence and didn’t understand why until years later at a conference. A Harvard professor spoke about the emerging field of positive psychology and focusing on what’s right with people. That was a lightbulb moment for me. I realized there was nothing wrong with me; I was just a square peg in a round hole. This experience inspired me to study what makes great salespeople so successful, which was my first foray into applying strengths to the workplace.
Dirk Verburg: How do you see the relationship between strengths management and the desire to adopt a “growth mindset”? Are they contradictory, or do they strengthen each other?
Sally Bibb: I think they are highly complementary. A growth mindset—the belief that you can learn and grow—is important whether you are playing to your strengths or working on something you’re not good at. The growth mindset is not about being good at everything, but about being open to learning. For example, I worked with an executive who had never been in an innovative environment before. By having a growth mindset, he discovered a new strength in “joining the dots” and making connections. Had he not been open to this, he might have boxed himself in, assuming he wasn’t an innovative person. A growth mindset helps you discover new strengths and apply existing ones to new challenges.
Dirk Verburg: Why do you think many people in HR and talent management still focus so much on areas of development, even though the thinking has moved on?
Sally Bibb: I think a lot of it is organizational inertia. Organizations tend to do what they’ve always done, like using traditional competency frameworks and appraisal systems, even when they know these systems don’t energize people or get the best results. The organizations I work with that adopt a strengths-based approach do so because they want different outcomes, like improved performance and morale. Adopting this approach is a gradual process that requires a leader with a clear focus and determination to change things. I hope that in the next ten years, a strengths-based approach will be the norm, with new generations of leaders recognizing the benefits of this way of thinking.
Dirk Verburg: How would you practically conduct a strengths-based interview?
Sally Bibb: First, you have to know what strengths are needed for the role. For example, we studied the strengths of exemplary midwives in charge of labor wards. We found that the best ones share certain strengths beyond their clinical competencies, like a strong sense of doing the right thing. In a strengths-based interview, you ask candidates about those specific strengths. For example, “Tell me about a time when you had to ensure the right thing was done.” If it is a genuine strength, you can see their face light up and they can easily provide examples. In contrast, if you don’t know what “great” looks like for that role, a strengths interview is difficult to do effectively. The key is to match the candidate’s natural inclinations with the specific strengths that you know are critical for success in that job.
Dirk Verburg: What can we do to make classic performance interviews more meaningful by applying a strengths-based approach?
Sally Bibb: A strengths-based performance discussion should be an ongoing conversation throughout the year, not just a one-off event. It should focus on three things: the strengths you’re using regularly, the strengths you have that you might not be using, and the “weaknesses that matter”—the ones that are really getting in your way. Instead of criticizing, you can have a collaborative conversation about how to mitigate those weaknesses. This could involve using your strengths to compensate, getting help from colleagues, or finding ways to avoid the task altogether. This approach makes people feel relaxed and authentic because they don’t have to pretend to be perfect. The conversation becomes focused on potential and how to make the person even better at what they already do well.
Dirk Verburg: I have the impression that focusing on strengths comes more naturally to younger generations than to baby boomers or millennials. Would you agree with that observation?
Sally Bibb: That’s an interesting observation, and I’m not aware of any specific research on it. However, people in their 20s and 30s were raised in an era of “positive parenting” and a greater focus on self-esteem. They are often less modest and more willing to talk about their strengths. In contrast, older generations can be more modest. This is also culturally influenced. In the United States, people are generally more comfortable discussing their strengths, whereas in the UK and Switzerland, modesty can be a national sport. I see modesty as being a bit overrated, as not talking about your strengths can inhibit your ability to serve others and be overlooked for opportunities.
Dirk Verburg: You work with very big clients. What are the starting points for you in those conversations when a client wants to think about a strengths-based approach?
Sally Bibb: Clients rarely ask for a strengths-based approach directly. They come with business problems like: “We need to improve our performance,” “We need to improve our safety,” or “We need to improve staff morale and engagement.” These are the real-world problems that a strengths-based approach can solve. When clients see the impact of this approach, they like it because it connects with people and makes common sense. It’s not just a psychometric tool; it translates into hard returns and measurable outcomes. The private equity sector, for example, has been a leader in this thinking because they know that having the right combination of strengths in a leadership team is critical to a successful investment.
Dirk Verburg: We’ve discussed a lot of elements around strengths. Is there anything we haven’t touched on that you would like to mention?
Sally Bibb: There’s just one thing that’s very dear to my heart. From women in prison to senior executives, people often don’t really know their strengths or their value. The strengths-based approach makes people feel good about themselves and the contribution they make. This is the best starting point for helping people realize their potential. If we could bring this thinking into the public and political arena, there would be less burnout, less imposter syndrome, and more satisfaction and engagement at work. It’s a win-win-win for individuals, employers, and society as a whole.
▶ About Sally Bibb
She started her career working for BT International and then moved into an international role at The Economist Group before founding the strengths consultancy Engaging Minds in 2012. In 2021, she joined PA Consulting as a partner to advance her vision of bringing strengths to many more employers worldwide.
In this role, she leads strengths-based organizational change work in Europe, the USA, and Asia, and has built a track record of achieving transformational results for a number of high-profile clients in both the private, as well as in the public sector.
Sally has an MSc in organizational change from the University of Surrey and has (co-)authored eight books. A full list can be found here: https://sallybibb.com/my-books/
She is a fellow of the RSA (Royal Society of Arts) and a member of the steering committee of The Daedalus Trust, a charity founded by Lord David Owen to promote research into hubris syndrome in business.
Dirk Verburg 