Get everyone on track to a single destination – and work becomes easier, customers get a better deal and shareholders enjoy higher returns. Management exists to agree, set out and champion business purpose.
Leadership does not design new railway carriages, manufacture chocolate biscuits, or answer customers’ phone calls. A successful company sees how leadership steers its organisation. But it also rewards other work, often less valued, that is the real energy behind strong business outcomes.
Commonplace values such as service, integrity, innovation and teamwork show mediocre ambitions. Aspire to a grand purpose? Champion values that are colourful, bold, and unique.