Define the Business of the Business

Best leadership frames the organization's mission and values in ways that members find tarnscedent: the goals of the business are transmuted from the dross of ordinary work into higher goals that are worthy of heroic efforst and even sacrifices.

Three stone masons in the middle ages were hard at work when a visitor came along and asked them what they were doing.
The first stone mason was hard at work, sweat beading his brow. “I am cutting this stone”, he grumbled.
The second stone mason, though less distraught, responded with a deep sigh, “I’m building a parapet”.
The third stone mason, replied with a radiant face, “I am building a beautiful cathedral that will glorify God for centuries to come”.

Strategy is conceptual - a winning strategy must accurately designate what the orgainzation will do better than anyone else in order to be the customer's choice.

Each organiztion must come up with its own receipe for success.