ABSTRACT
The business of business is trade, as true for services as for goods, and equally for professional practices and manufacturers. The ultimate purpose of change is to improve business performance through more successful trade, something that can only be achieved by satisfying customers. Carried to an extreme, leader ideologies can be dangerous because, as with anyone's limited personal experiences, they can lead to inflexible models about how things work. Whether the organization's design or its systems, the contribution of its people, or use of its assets is selected, pressured leaders will be predisposed to invest that component with their primary faith and confidence. Similarly, few executives have much personal experience with more than a very few companies, and personal experience is inevitably central to strategy development, as are leader beliefs and values.
