CHAPTER 2

PURPOSE

Success demands singleness of purpose.

—Vince Lombardi

Large or small, Fortune 500 firm or community group, every organization is established for a reason that goes beyond profit. Far more important is a sense of purpose that permeates every level. Leadership begins with purpose. It is the “why” of the organization. The companion of purpose is vision. Vision is the “what”—a picture of what the company will look like when your purpose is realized. Together, they form the basis of leadership.

The grander the purpose, the bigger the vision. Purpose fosters alignment across organizations in which thousands, or even tens of thousands, of employees are making countless decisions and taking innumerable actions every day. If these employees ...

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