ABSTRACT
Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion. Successful people, great people, have a vision of their lives, a vision that they endeavour to match every day. They don’t let life simply happen to them, passively waiting to see what will happen to them next. The collective core values of an organisation constitute the ‘climate’ or ‘culture’ of that organisation — a potpourri of deep-set values, ideals, attitudes, beliefs and behaviours that influence how people work together. Core ideology does not come from mimicking the values of others and it does not come from a sterile intellectual exercise of ‘calculating’ what values would be most pragmatic, most popular or most profitable. A business’ brand is a reflection of who the owners are and what they believe, which is visibly expressed by what they do and how they do it.
