Lise Klaveness: The Demand for Change for Future Focused Leaders

At Oslo Business Forum, Lise explored her fears and dreams for her sport and drew parallels for other future-focused leaders to consider in their businesses. 

Lise Klaveness is a Norwegian lawyer and former footballer who played for Norway's national team between 2002 and 2011. She is currently the president of the Norwegian Football Federation, and as the federation's first female leader, she has focused on human rights and equal opportunities for all.

Demanding change for the future

In a brave speech earlier this year at the 72nd FIFA Congress and member states in Doha, Qatar, Lise spoke out about human rights issues and stated that FIFA "must set the tone and lead."

Her speech drew pushback, with some saying that the Congress was not the place to discuss such issues. But Lise, in a true act of fearless leadership, held firm to her belief that difficult topics must rise to the surface.

"Football can inspire dreams and break down barriers," Lise said in her Congress speech. "But as leaders, we must do it right, to the highest standards."

At Oslo Business Forum, Lise recollected her experience speaking out to FIFA leaders and the life lessons she called upon to give her the strength to do so.

Leading in the face of adversity

As the NFF's first female leader, Lise has experienced adversity and feelings of being unwelcome. The experience has taught her that leadership is many things. "It's very personal, psychologically and physically," she said. "But you have to go all in if you want to be a leader."

The biggest sport in the world, football is perhaps the only thing that spreads joy and unity to the whole of Norway and the world. At its best, football is for everyone—but there is no level playing field right now.

"What about the future? Where are we heading?" Lise asked. "Football leaders have to be guardians of the beautiful game, and there are dark clouds on the horizon."

“What it all boils down to is how some systems like volatility and others don’t, how some environments can sustain large shocks, and others don’t.”

Lise recounted just some of the issues facing the football world right now, many of which leaders at Oslo Business Forum could equate to the challenges that arise in their own businesses. She addressed how differences between the men's and women's games are increasing and how the sport has difficulty recruiting female leaders. She noted the tension between a desire to treat people equally and the reality that the sport is systematically differentiated between genders. She tied problems like these to the commercialism of the sport and the pull of decisions that value revenue above all else.

"The football community has had a steep learning curve when it comes to human rights," she said. "Part of the learning has been to understand sportsmanship."

Lise believes that leaders can apply lessons from good sportsmanship and use the same values to improve their countries and companies. We all are responsible for addressing the challenges that cast a shadow over the future, but it will take bravery to start a movement.

Leaning into difficult conversations

Every leader has experienced uncertainty about which turn to take at a difficult juncture. Lise compelled participants at Oslo Business Forum to work together to discuss challenges, recognizing that sometimes this means engaging in difficult conversations.

"We have to lean into the difficult conversations and move from policy to impact," she said.

Without a doubt, Lise relied on this belief to make her address at the football Congress. She sees that the sport is at a crucial juncture where they must act now or risk losing appeal in the future. "If we don't, our stadiums will be empty," said Lise.

"What's your empty stadium? How will you lead to avoid the empty stadium in your business?"

Lise believes that all leaders have a responsibility to engage in the discussion about equality and human rights and that it needs to be in the context of their business. She encouraged leaders in the audience to answer the question, "what is the future you want?"

"In football, the future is always about the next game," she said. "The future is difficult to predict, but you have to have a team that can adapt."

Building a high-performing team

• Bonding. You need people who have strong bonds and like to spend time together.
• Recognition. You need egos, or people who want recognition for their hard work.
• Ambition. You need people with big ambitions who want to perform above average.

Lise acknowledges that these three parameters can compete against each other and that one can sometimes stand in the way of another. So, it becomes important that a leader understand these traits are not static and work to balance them every day.

"The most critical step for a leader is to understand the goals we have set for ourselves and manage according to them," said Lise. "Be formed by them, every day, in every decision."

Leadership is easy on paper but very difficult in practice. It is especially evident in football—but also in our businesses—that team members will compete against each other, creating tension on the team. While many leaders are "friction hunters" who strive to find and erase tension, Lise believes you must cherish friction.

"A goal must be stretched to go far," she said. "A leader must go out of their comfort zone. This is where the magic happens."

Staying strong

Lise described how, in the moments before she took the stage in Doha, she picked up her phone to find a message from a total stranger. It said: "Now you have to use everything you've learned in life. Stay strong."

"This was very empowering," said Lise. "So direct and so simple."

The message compelled Lise to focus on what she has learned as a football player about the ability to rise after defeat, what she has learned as a lawyer about argumentation, and what she has learned as a leader about representing a team. A few words from this stranger gave her a decisive push in a very difficult moment.

"I implore you to be that kind of leader," Lise said. "Be the one who pushes and carries someone else to the next level."

Key Points

• Future-focused leaders must be fearless and responsible for bringing difficult topics to the surface. 
• Every leader has experienced uncertainty at a difficult juncture, and solutions require collaboration. Sometimes, this means engaging in difficult conversations. 
• No matter the ambition, success comes down to people. Building a high-performing team requires three parameters: bonding, recognition, and ambition.
• Strength is the key to effective leadership. Be the type of leader to push and carry someone else to the next level. 

Questions to Consider

• What are the pressing issues confronting your business today? How do these issues impact your vision for the future?
• Are you engaging in difficult conversations to solve these challenges?
• Are your teams built for high performance and capable of adapting for the future?
• Lise believes that without taking action, her sport will be left with empty stadiums in the future. How will you lead to avoid your own empty stadium?

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