Great leaders are able to enforce the trade-offs. At the sametime, great leaders understand that there's nothing rigid orpassive about goals and strategy -- it's something that acompany is continually getting better at -- so they can createa sense of urgency and progress while adhering to a clear andvery sustained direction.
A leader also has to be vigilant by making sure that EVERYONE understands the company's goals and strategy.
The most fundamental purpose of strategy is to inform eachteam member of the many thousands of things that get donein an organization every day, and to make sure that thosethings are all aligned in the same basic direction.If people in the organization don't understand the company'sfocus, how the company is supposed to be different, how itcreates value compared to its rivals, then how can theypossibly make all of the myriad choices they have to make inorder to be achieving goals?
Every salesman has to know the strategy -- otherwise, he won't know whom to call on. Every engineer has to understand it, or she won't know what to build. Every person is important,