The SER Formula — How Great Leaders Build People Through Strength, Evidence, and Relevance

In the classic film To Sir, With Love, Sidney Poitier inspires a class of troubled students to believe in their potential.
It’s a timeless story about the transformative power of encouragement.
In business, leaders have four responsibilities: keep operations running, set direction, explain why, and build their people.
Yet, that last one—building people through communication—is where most leaders fail.

Many of us came up in a business era where bosses didn’t praise.
You were paid to do your job. “Good work” was expected, not celebrated.
But today’s workforce needs feedback that motivates.
That’s where the SER Formula—Strength, Evidence, Relevance— transforms leadership communication.

Mini-summary:
Old-school management demanded output. Modern leadership develops people.

Most managers are error finders, not good work finders.
They hunt for defects, delays, and mistakes—but rarely identify what employees are doing right.
When you recognize someone’s strength, you flip the leadership script from criticism to growth.
Generic praise like “Good job” means nothing. Be specific about what they did well and why it mattered.

Mini-summary:
Recognition without specificity is noise. Strength-based praise drives growth.

Employees can instantly detect empty flattery.
Evidence makes praise real.
Cite specific examples: “You assembled the proposal data clearly and argued the case persuasively.”
Now the employee knows you’re paying attention. It’s genuine, not propaganda.

Mini-summary:
Detailed evidence transforms praise from vague to credible.

Here’s where most bosses fail.
Relevance connects the praise to something bigger—either the company’s future or the employee’s own growth.
WIIFM—What’s In It For Me—is the hidden key.
For example:
“Your clarity and logic are exactly the qualities that position you for leadership here.”
Now, encouragement becomes career motivation.

Mini-summary:
Relevance turns praise into purpose.

When leaders take time to give SER-based feedback, they create enthusiasm, loyalty, and performance.
A motivated team always beats a disengaged one.
But this requires the scarcest leadership resource: time.
Leaders must make time to be “good finders”—to notice, specify, and connect praise.

Mini-summary:
Time invested in people multiplies business results.

• Building people is the leader’s most powerful communication task.

• Use the SER Formula—Strength, Evidence, Relevance—for meaningful feedback.

• Specific, evidence-based recognition builds trust and motivation.

• Connect praise to personal and organizational goals for maximum impact.

• A leader’s time spent noticing strengths is the best investment for engagement.

Develop authentic leadership communication with Dale Carnegie Tokyo’s Leadership Coaching and People Development Programs—learn how to use the SER Formula to inspire performance and loyalty.

👉Request a Free Consultation to Dale Carnegie Tokyo.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI.
Our Tokyo office, established in 1963, continues to empower Japanese and multinational corporate clients to lead with empathy and impact.