ABSTRACT
An organization's mission is the task it takes upon itself, launching it on its way, just as a missionary is also propelled by accepting a calling. From a moral perspective, organizations are communities for creating added-virtue. Organizations are platforms for bringing together individuals to cooperate towards achieving a purpose they feel is good and meaningful. To most people in organizations it is totally opaque how their work contributes to superior value creation. Yet virtue-driven leaders go a step further than expecting people in organizations to accept the responsibility to do good. Besides facing up to the competitive reality in which organizations need to perform, the value-driven leadership style also keeps people alert about the financial viability of everything they do. Besides engaging current organizational members, virtue-driven leaders will also be a magnet for like-minded people outside the organization, who will want to join in.
