AUSTERITY IN LEADERSHIP: CULTIVATING AUTHENTICITY IN TIMES OF CONFORMITY

“To be no one but yourself in a world that is doing its best, night and day, to make you like everybody else is to fight the hardest battle any human being can fight. And never stop fighting.” (E. E. Cummings)

Have you ever paused to reflect on the depth of being austere in a world that constantly pressures us to conform? And you, leader! Have you considered that the true struggle in leadership is not just achieving goals or keeping the team united, but remaining true to yourself in an environment that values homogeneity?
In the contemporary corporate universe, marked by incessant transformations, the battle for authenticity is one of the most complex journeys for any leader. In a scenario filled with rigid norms and immutable expectations, the pressure to fit in can become overwhelming, leading many to sacrifice their essence for an illusion of belonging. But, after all, what does it mean to be truly austere when conformity seems the only currency of value?
As we will explore in this article, austerity in leadership should not be confused with rigidity or inflexibility. It represents, above all, a commitment to simplicity, clarity of purpose, and authenticity as central pillars of decision-making, even when the corporate world suggests otherwise. To be austere is to resist distractions and remain true to what is essential and genuine. Thus, we will investigate how authenticity, supported by true austerity, can become the differentiating factor of genuinely transformative leadership.
I invite you to embark on this reflective journey, exploring what it means to be genuine in a world that incessantly forces us to be the same.

Austerity: Redefining a Leadership Practice

The word austerity, rooted in the Latin austerus, meaning “severe” or “rigorous,” carries a rich evolution of meanings over time. If, in its origin, it was associated with a lifestyle marked by simplicity and discipline, today, its modern usage often refers to austerity measures and financial cuts. However, this contemporary view tends to obscure the symbolic breadth that austerity offers, especially when applied to leadership. Over time, the word “austerity” has expanded to encompass more complex dimensions: in the philosophical realm and in leadership practice, austerity transcends severity and is reinterpreted as an exercise in simplicity, authenticity, and clarity of purpose.
Austerity as a Tool for Authenticity

From this perspective, austerity is not mere deprivation, but rather firm and conscious choices that reflect what truly matters. It challenges us to reevaluate priorities, both in our personal lives and in our roles as leaders. Austerity invites constant introspection, a singular and uninterrupted process of seeking what is truly essential.
Thus, the practice of austerity in leadership involves the courage to detach from the superfluous—be it in resources, actions, or decisions. It is about being authentic in intentions and actions, ensuring they align deeply with personal and organizational values. In a corporate landscape often burdened by complexity, austerity emerges as a compass guiding us toward clarity and focus, enabling the creation of environments where authenticity can finally thrive.

Conviction in Management: A Pillar of Austerity

Philosopher Simone Weil emphasized the importance of “attention” and “essential truth” as foundations of ethical practice. For her, austerity can be interpreted as an exercise in focus and contemplation, an unceasing quest for truth amidst the noise of distractions. In this context, austerity transforms into a guiding principle of management, where firmness serves as an unshakeable foundation. Leading with austerity is not only about resisting external pressures; it is about cultivating the clarity that allows leaders to maintain their integrity and authenticity in challenging times. This approach not only nurtures trust within the team but also fosters a culture of innovation, where ideas can flourish freely, unencumbered by the distractions that excess often imposes.
Consider historical figures like Mahatma Gandhi. His austere life, marked by an unwavering commitment to simplicity and truth, inspired millions. Gandhi not only led a movement for independence; he embodied the principles of austerity he advocated, living simply and highlighting the importance of authenticity in his actions.
On the global stage, Nelson Mandela exemplified this practice by remaining true to his values of justice and reconciliation, even after 27 years of imprisonment. His austere leadership focused on building a nation founded on equality, resisting the temptations of revenge and promoting genuine dialogue.
Let us draw inspiration from stories of individuals who, despite adversities, managed to assert their identities exemplarily. Consider artists, thinkers, and leaders who, throughout history, challenged established norms and embraced their uniqueness. The journey of Frida Kahlo is a remarkable illustration of this unwavering quest for self-expression, even amidst physical and social limitations. Her art, filled with symbolism and profound feelings, bears witness to her struggle and resilience, reflecting an authenticity that resonates through generations.
Angela Merkel, former Chancellor of Germany, also illustrates this austere posture. In making critical decisions during financial and migratory crises, her approach was always guided by clear principles, demonstrating that austerity can be a compass in times of uncertainty.
In Latin America, José “Pepe” Mujica, former President of Uruguay, represents authentic leadership. He renounced personal luxuries, dedicating most of his salary to social causes, proving that austerity can coexist with empathy and a deep sense of human connection.
In contemporary fields, Andrés Manuel López Obrador, former President of Mexico, courageously adopted an austere approach while facing various pressures. He cut waste and high salaries in the public service, reformed the judicial system, always advocating for transparency and social justice.
In the corporate realm, companies like Patagonia stand out for their austere approach, prioritizing environmental and social values. Founder Yvon Chouinard emphasizes the simplicity and durability of his products, demonstrating that austerity can be sustainable and economically viable. Satya Nadella, CEO of Microsoft, promoted a cultural transformation by opting for inclusive leadership, fostering learning and innovation. The austerity of his approach not only reshaped the company’s culture but also empowered employees to explore ideas authentically and organically. In IKEA’s business model, austerity is rooted in the philosophy of its founder, Ingvar Kamprad, who lived simply and always sought efficiency in production, leading to the creation of a successful global brand.
Herb Kelleher, co-founder of Southwest Airlines, also exemplified austerity by cutting operational costs while cultivating a culture of authenticity and closeness with customers. Paul Polman, during his tenure as CEO of Unilever, applied austerity by prioritizing long-term sustainability and abandoning the pressure of quarterly reporting that fostered short-term decisions. This choice reinforced trust among investors and employees.
These leaders demonstrate that austerity, far from being synonymous with rigidity, is a quality that underpins clarity of purpose and authenticity. As highlighted by Rajendra Sisodia, Jagdish Sheth, and David Wolfe in their excellent book “The Secrets of the Most Loved Companies,” they prove it is possible to be austere without sacrificing humanity, showing that simplicity and focus can be the most powerful tools for transformation. The book explores how companies prioritizing human and ethical values, alongside a strong purpose, can build a healthy and engaging organizational culture. It examines cases of companies that stand out not only for financial performance but also for how they treat their employees and customers, fostering an environment of trust and respect. This work is a valuable read for understanding the importance of an austere organizational culture. This issue resonates through the experiences of these leaders, emphasizing that austerity is, in essence, a conscious choice capable of inspiring a greater purpose, resonating deeply with customers and employees.

Absence of Austerity: Lessons from History

The absence of austerity in leadership practices can lead to disastrous outcomes, and historical examples provide a stark warning about the consequences of straying from this principle. Here, I highlight some emblematic cases that illustrate how the lack of austerity is not just a management failure but also a reflection of a culture that prioritizes unbridled ambition at the expense of ethics and authenticity.
Julius Caesar, the illustrious Roman leader known for his military victories and political skills, exemplifies how unchecked ambition can lead to ruin. Caesar not only expanded the boundaries of the Roman Empire but also concentrated power in his hands, challenging republican norms. His lack of austerity and incessant quest for control culminated in his assassination in 44 B.C., an episode that underscored the fatal consequences of the unrestrained pursuit of power.
Louis XVI, the last monarch of France, is an icon of extravagance and disconnection from the needs of his people. Amid a deep economic crisis, his administration was marked by excesses and personal indulgences, ignoring the reality of hunger and poverty plaguing the nation. The lack of austerity in his leadership not only contributed to popular discontent but also precipitated the French Revolution and his own execution in 1793, a clear example of how disconnection between leadership and reality can result in devastating social revolts.
Joseph Stalin, the Soviet leader, exemplifies how the absence of austerity and the pursuit of power can have catastrophic consequences. His policies of forced industrialization and collectivization led to mass famine, political repression, and millions of deaths. Stalin’s ambition to transform the Soviet Union into a superpower at the cost of human suffering exemplifies a lack of commitment to ethics and responsibility.
Robert Mugabe, the former president of Zimbabwe, illustrates the dangers of autocratic leadership and the lack of commitment to accountability. Mugabe began his government with promises of social reforms but quickly deviated into practices of corruption and oppression. His rule, marked by personal excesses and an autocratic approach, led to economic degradation and an unprecedented humanitarian crisis in his country. Mugabe’s example highlights how the lack of austerity in leadership can result not only in human suffering but also in the deterioration of institutions and public trust.
Jeff Skilling, as CEO of Enron, personified a culture of excess and greed for profits at any cost. His decisions to adopt fraudulent accounting practices and create a corporate environment that valued ostentation and unbridled ambition culminated in the scandal that ruined the company and affected thousands of lives. The collapse of Enron is an emblematic case of how the lack of austerity can lead to catastrophic disasters.
Richard Fuld, the former CEO of Lehman Brothers, one of the financial institutions that collapsed during the 2008 financial crisis, is a clear example of a lack of austerity. Fuld not only ignored warning signs about the real estate market but also led the company in a quest for excessive profits, resulting in the bankruptcy that precipitated the global financial crisis. His leadership exemplifies how unchecked ambition, without a commitment to ethical responsibility, can result in devastating consequences.
Elizabeth Holmes, founder of Theranos, is a contemporary example of a lack of authenticity and rigor. Her promise to revolutionize the healthcare sector with unproven technology, coupled with an unrestrained pursuit of success, led to deceit and fraud. The Theranos scandal resulted not only in legal proceedings but also in widespread distrust in health innovations and startups in the sector. This case illustrates how a lack of commitment to ethics and authenticity can affect the credibility of an entire sector.
Martin Shkreli, known for drastically raising the price of the drug Daraprim, became a symbol of a lack of ethics in business and the exploitation of human vulnerability. His profit-driven approach, without consideration for patient well-being, led to widespread criticism and a negative reputation, highlighting how a lack of austerity in management can have significant social repercussions.
Recently, Betsy DeVos, who served as the U.S. Secretary of Education, faced criticism for her education policies that prioritized profit and privatization over a commitment to educational quality and student welfare. Her approach, which many consider a lack of austerity in educational matters, resulted in a negative impact on public schools and access to quality education for vulnerable students.
These historical examples not only underline the importance of austerity in management but also reveal that its absence reflects a culture that disregards ethics and responsibility in the name of greed for immediate gains. In contrast, leaders who incorporate austerity into their practice not only preserve their integrity but also create environments conducive to innovation and trust.
As we reflect on our leadership practices, we are challenged to ponder: how can we balance ambition with ethical responsibility? This is a vital question that echoes the lessons from these leaders, emphasizing that austerity is not a limitation but a conscious choice that inspires a greater purpose and resonates deeply with customers and employees.

The Boldness of Being Austere

By re-evaluating the concept of austerity, we embark on a journey of self-discovery, where simplicity and clarity emerge as fundamental allies in leadership practice. True boldness lies in adopting an austere stance that values the essential and nurtures authenticity. This approach not only transforms our own leadership style but also inspires others to follow suit, generating a positive impact on both organizations and society as a whole.
Moreover, austerity teaches us about the importance of self-control. In an often volatile organizational environment, this practice reveals itself as a powerful ally in decision-making. Rather than succumbing to emotions or collective pressure, a leader who embodies austerity is capable of maintaining clarity and serenity in the face of challenges. This ability to stay true to one’s values, even in times of crisis, distinguishes a true leader. In this recontextualization of “austerity,” I will again highlight its essential value, recognizing it as a practice that encompasses:

• Simplicity: The capacity to discern what truly matters and eliminate the excesses that obscure clarity of purpose. In a world saturated with information and distractions, austerity invites us to simplify our processes and decisions, allowing the essential to stand out. Simplicity thus becomes a beacon that illuminates the path to wiser and more grounded choices.
• Authenticity: The courage to be true to oneself, even in the face of pressure to conform. In organizational environments that often value homogeneity, authentic leaders are those willing to embrace their uniqueness, inspiring their teams to do the same. This authenticity not only strengthens internal cohesion but also promotes a culture of diversity and inclusion.
• Clarity of Purpose: Austerity also implies a quest for a clear purpose that transcends financial or performance goals. A leader who adopts this practice can articulate a vision that not only motivates but also serves as an anchor in uncertain times. Clarity of purpose thus becomes an essential element in building a resilient and innovative organizational culture.

Reflection on Austerity in Leadership

In the context of leadership, austerity can be viewed as a means to cultivate an environment where creativity and innovation thrive. By reducing complexity and simplifying processes, organizations become more agile and adaptable. While this approach may seem counterintuitive in a world that values a multitude of options, it actually fosters a space where ideas can flourish free from the distractions of excess.
In a recent experience as a Cognitive Behavioral Development (CBD) consultant with a client, I faced a challenging scenario: meetings had not only become excessive but were also filled with significant communication and behavioral issues among teams. The environment became prone to misunderstandings and unnecessary conflicts, hindering collaboration and workflow. This situation not only harmed team morale but also compromised the delivery of results.
In light of this challenge, we decided to adopt an austere approach, limiting each meeting to a specific time of 30 minutes and a reduced number of topics, focusing only on the most critical issues. The format of the meetings was restructured to be more objective: we discussed three main questions — what had been done since the last meeting, what was in progress, and, most importantly, how we could learn from the situations faced, avoiding wasting time on blame assignments or unproductive discussions.
This change not only improved the efficiency of meetings, making them more dynamic, but also helped create an environment of mutual respect and understanding. The limited time encouraged participants to be more concise and focused, promoting a sense of urgency and purpose in discussions.
As a result of actions like this, the team concentrated on its goals and the development of creative solutions. Leadership that embraces austerity not only reduces waste but also inspires team members to adopt a mindset of focus and purpose. This practice allowed for the release of space for innovation, resulting in the implementation of a new project that arose directly from one of the meetings, where a team member had the freedom and confidence to present their idea.
By the end of the quarter, we observed a significant increase in productivity and collaboration among teams, with a 40% reduction in interdepartmental conflicts and a 25% increase in project deliveries within stipulated deadlines. This transformation not only improved the organization’s financial results but also strengthened the internal culture, where each member felt empowered to contribute their ideas. The environment became more dynamic and collaborative, reinforcing the notion that austerity is not synonymous with rigidity, but a conscious choice that promotes clarity, efficiency, and innovation.

Building the Austere Identity

“In the relentless pursuit of austerity, remember: true leadership lies in the resilience of being who you are, in a world that incessantly tries to mold you into its image.” – Marcelo de Souza

To delve into this theme, it is essential to recognize that social acceptance is an intrinsic dimension of the human condition, often leading us to relinquish our uniqueness in favor of a belonging that frequently proves illusory. Conformity operates as a powerful force shaping our behavior, and various studies from social psychology demonstrate that individuals may alter their opinions in a group to align with the prevailing view, even when aware that this view is incorrect. Such phenomena illustrate the difficulty of staying true to oneself in an environment that exalts homogeneity.
Thus, I prompt reflection: what is the price of fitting in? How far are we willing to sacrifice our essence to be accepted? Affirming our differences requires not only courage but also unwavering determination — traits often underestimated in a world that worships conformity. The battle for authenticity is not merely an act of resistance but an exercise in resilience, a challenge that invites us to confront our own values and to position ourselves ethically in the face of external pressures.

The Resilience in the Struggle for Austerity

For many leaders, the temptation to align with external expectations can be overwhelming. The ease with which one can succumb to a culture that values homogeneity can lead to emotional burnout and the loss of personal essence. The journey toward authenticity demands a firmness of purpose that transcends mere compliance with obligations. It is an invitation to cultivate an environment where individuality is celebrated and unique voices are encouraged to emerge.
This pursuit of authenticity is profoundly influenced by the ethical atmosphere of the organization. An environment that values transparency and honesty not only promotes individuality but also establishes the foundation for mutual trust. Conversely, an organizational culture that prioritizes results at any cost can silence divergent voices, making conformity a necessity for survival. Therefore, it is imperative that leaders reflect not only on their values but also on how these values manifest in the organizational culture they promote.
In practice, this pursuit involves deep internal work. An austere leader must be capable of introspection, reflecting on their beliefs and values while confronting external influences that aim to shape them. How, then, can we establish this firmness of purpose? A powerful approach lies in promoting honest internal dialogue. This involves asking oneself: “What truly matters to me as a leader? How can I align my actions with these values, even when external pressure suggests otherwise?”
A practical example is leaders who turn humility into a driving force. Instead of hiding behind facades of perfection, they share their vulnerabilities, creating a safe environment where their teams also feel encouraged to express themselves. This transparency not only humanizes leadership but also fosters a culture of trust and innovation, where ideas can flourish without the fear of reprisals.
Moreover, it is crucial to understand that individual emotions and experiences exert a direct influence on workplace performance. A leader’s ability to understand and manage their own emotions, as well as those of their team, is essential for fostering a collaborative environment. Emotional intelligence becomes a vital tool, enabling leaders to navigate the complexities of team dynamics while promoting a culture of mutual respect and empathy.
It is also imperative to emphasize that austerity should not be viewed as an isolated pursuit. In a collaborative work environment, strengthening diversity elevates individual authenticity and promotes inclusion. The plurality of ideas, thoughts, experiences, and perspectives is an invaluable asset that can drive both innovation and creativity. By cultivating a space where everyone feels safe to be authentic, leaders not only empower their teams but also build resilient organizations capable of adapting to constant market changes.
In summary, building an austere identity is an endeavor that goes beyond the pursuit of uniqueness. It is an ethical commitment and a responsibility that all leaders must undertake. By embracing diversity and promoting an environment of mutual support, we can not only strengthen ourselves as individuals but also foster an organizational culture that respects and values authenticity in all its

On the Other Hand, the Absence of Austerity Can Have Devastating Effects

The lack of austerity, as recently demonstrated by Brazilian construction companies and firms like Volkswagen, Enron, Theranos, and many others, illustrates how the pollution of internal conduct can erode trust and engagement, resulting in a toxic culture. The absence of transparency and the pressure for results at any cost have led to financial frauds and organizational collapses. This shows us that the lack of austere leadership can undermine the foundations of an organization and ruin its reputation.
There are countless examples of companies that initially stood out in the market but suffered collapses of trust and credibility, demonstrating that the absence of leadership that values ethics and authenticity can lead to severe consequences. The deterioration of organizational culture not only results in internal crises but also negatively impacts the market and society as a whole.
In contrast, a healthy organizational climate, characterized by clear communication and relationships built on trust, transforms the austere leader into a true agent of change. In this environment, employees feel encouraged to express their ideas, resulting in a continuous flow of innovations. The diversity of thoughts and experiences is recognized as a valuable source that enhances the organization’s creativity and adaptability.
Therefore, the journey toward austerity is a commitment to authenticity that requires close attention to the dynamics of power and influence within the organization. By adopting this systemic and holistic perspective, we not only strengthen our leadership practice but also contribute to the creation of resilient and authentic organizations.
The presence of austerity in leadership is not limited to individual practice; it becomes a systemic approach that nurtures a collaborative environment. When authenticity is valued, employees feel more connected to the organization’s purpose, increasing their engagement and motivation. Through this alignment, the austere leader not only strengthens their team but also drives organizational performance, creating a culture that breathes innovation and excellence.
So, how can you integrate authenticity into your leadership practice? What obstacles do you face when trying to stay true to yourself in your professional journey? The battle for authenticity is undoubtedly one of the most challenging yet rewarding. By embracing this journey, we strengthen our identity and contribute to organizational environments that value the diversity of ideas and the uniqueness of each individual.

In Conclusion

Having reached this point, I hope you understand that the journey toward austerity is an endeavor that requires a nuanced understanding of firmness versus resistance, as well as seriousness versus inflexibility. An austere leader is not someone who opposes change, but rather a guardian of their values in a constantly transforming environment. This nuance is essential for understanding that true austerity is a dynamic concept, a state of flow where collaboration and innovation thrive.
In this sense, promoting a healthy organizational climate, where communication is clear and the diversity of ideas is celebrated, transforms the austere leader into a true agent of change. When employees feel encouraged to express themselves, organizational resilience emerges organically. The leader, therefore, must be a catalyst for this culture, a beacon illuminating the path of authenticity.

The Importance of Self-Knowledge

The phrase “Know thyself” resonates with timeless depth and becomes fundamental to the practice of leadership. Self-knowledge is the foundation of true leadership; understanding our motivations and values empowers us to make decisions that reflect our most authentic essence. When we fail to recognize our uniqueness, we fall into the trap of conformity, sacrificing our authenticity for acceptance.
This struggle against conformity is a vital resistance that must be nurtured. A leader who knows themselves deeply becomes a role model, cultivating an organizational culture where authenticity and transparency are not only promoted but celebrated. Thus, by embracing the journey of self-knowledge, we strengthen our identity and contribute to an environment where the diversity of thoughts is not just welcomed but essential.

The Journey of Austerity as a Continuous Process

I also hope it is clear that adopting an austere stance is a lifelong commitment to oneself. This journey is filled with challenges that propel us to grow and evolve. It is a struggle that requires courage to embrace vulnerability, beginning with the recognition that true freedom lies in accepting who we really are. This transformation is not only individual; it resonates throughout the organization, shaping its culture and interactions in profound and lasting ways.
Therefore, I invite you to reflect on the battle you are willing to fight to stay true to yourself. What passions lie dormant within you? These questions, while challenging, are crucial for genuine self-assessment. After all, true transformation begins within us, and from this internal change, we can inspire those around us.
Don’t be deceived! The battle for authenticity is one of the most challenging yet rewarding. What can you do today to integrate authenticity into your leadership practice? What obstacles do you face in trying to remain true to yourself? These questions are an invitation for deep and meaningful reflection that can transform not only your life but also the lives of those you lead.
In a world that often tries to shape us in its image, let us be the exception: leaders who embrace austerity as a guiding principle. May we be those who challenge norms, promote transformations, and leave a lasting legacy.

“If you cannot change the world around you, change yourself, and the world around you will change.” – Marcello de Souza

Now, I encourage you to question yourself: how can you integrate authenticity into your leadership practice? And, more importantly, how can you inspire those around you to do the same?

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Hello, I’m Marcello de Souza! I started my career in 1997 as a leader and manager of a large company in the IT and Telecom market. Since then, I have been involved in major projects structuring, implementing, and optimizing telecommunications networks in Brazil. Restless and passionate about behavioral and social psychology. In 2008, I decided to delve into the universe of the human mind. Since then, I have become a professional passionate about unraveling the secrets of human behavior and catalyzing positive changes in individuals and organizations. A Ph.D. in Social Psychology, with over 25 years of experience in Cognitive Behavioral Development & Human Organization. With a broad career, I highlight my roles as:
• Master Senior Coach & Trainer: I guide my clients in pursuit of goals and personal and professional development, providing extraordinary results. • Chief Happiness Officer (CHO): I promote an organizational culture of happiness and well-being, boosting productivity and employee engagement. • Expert in Language & Behavioral Development: I enhance communication and self-knowledge skills, empowering individuals to face challenges with resilience. • Cognitive Behavioral Therapist: I use cutting-edge cognitive-behavioral therapy to assist in overcoming obstacles and achieving a balanced mind. • Speaker, Professor, Writer, and Researcher: I share valuable knowledge and insights in events, training, and publications to inspire positive changes. • Consultant & Mentor: My experience in leadership and project management allows me to identify growth opportunities and propose personalized strategies.
My solid academic background includes four post-graduate degrees and a Ph.D. in Social Psychology, as well as international certifications in Management, Leadership, and Cognitive Behavioral Development. My contributions in the field are widely recognized in hundreds of classes, training sessions, lectures, and published articles.
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