Service and moral leadership are principles that should guide not only profit and non-profit organizations, but individuals and public policy as well, stressed a spokesman of The Church of Jesus Christ of Latter-day Saints.

Keynoting an LDS Business College conference on "Managing the Non-profit Service Enterprise," Richard P. Lindsay said these principles "are not confined to board room decisions, marketing strategies, or motivational techniques in the profit and non-profit sectors. These are, I firmly believe, principles that should guide our own individual lives and this state's public policy, planning and development, and public expectations."Lindsay, managing director of public communications and special affairs for the church, said "principles of service and common good, or caring and servant leadership, can and should imbue each of us with a vision of what we as a state, as communities, as families and individuals, are capable of becoming, if we are so willing."

Quoting Albert Schweitzer, Lindsay said, "There is no higher religion than human service. To work for the common good is the greatest creed."

In his Thursday address, "If Not for Profit, For What?" Lindsay said managing a service organization involves two critical components.

"First, it starts at the top or it doesn't start at all," he said, "and second, a great leader is the least and the servant of all."

Leadership, he said, "involves creating a vision - a plan if you will - and then focusing and reinforcing behavior to accomplish the desired end."

Lindsay cited prominent organization consultant Russell Osmond's three principles of effective change management: leadership, integration and reinforcement.

"Leadership, not management, is the clear vision of what is sought, of what can be," he said. "Integration of resources demands linkage between the intangibles of a vision and the tangible, measurable indicators of daily productivity."

Lindsay added, "Any attempt at cultural change will still fail, however, without positive reinforcement. When people are moving in the direction the leader wants, he must let them know."