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Principle 1

Purpose

Whoever leads knows why they lead, and their team knows it too.

What it means

Leading starts with a why that can be explained in plain words. Goals say how far you need to go; purpose says why it is worth it. When the purpose is shared, people make good decisions without waiting for instructions.

How to recognize it

  • Face 1The team explains its priorities in the same words as the person who leads it.
  • Face 2Hard decisions are justified by the purpose, and it shows.

What contradicts it

  • Goals nobody can explain beyond the number.
  • Declaring autonomy while still deciding everything at the top.

What it asks of the organization

Spell out what leading well means here and what the strategy demands, without generic catalogs.

What it rests on

David Marquet, Turn the Ship Around!: the submarine USS Santa Fe improved when its captain stopped giving orders and handed out decisions along with a clear intent; that crew went on to produce ten commanders.

Sources

  1. Marquet, L. D. (2012). Turn the Ship Around! A True Story of Turning Followers into Leaders. Portfolio. davidmarquet.com
Recommended citation
Good Leadership (2026). Principle 1: Purpose. Version 1.0. buenliderazgo.org/en/principles/purpose/. License CC BY 4.0.
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BeforeWhat good leadership isNext2. Preparation