Steve Job's Apple was a great example of a purposeful organization. The leader was focused on one thing — producing well-designed products, for productivity and entertainment. He made sure everyone in Apple was focused on this mission.
Jobs did it through effectively communicating the vision, tying customer benefits to employee contributions, and linking work to results. It takes a candid and constant discussion of what's working and what's not working. It takes inspiring individuals and teams by helping them understand why their work matters. It is not easy. But it is essential to extract the best work from people and keeping the fire alive when the times are tough.
At the end of the day, leadership is a choice. But if you are the leader, it is your job to provide your team with clear direction founded on purpose and understanding.
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