Purpose is the reason to achieve a desired goal. Associates expect and deserve
leader/managers to provide clear purpose. To do this, leaders must understand the goals of the organization or they will work at cross purposes. Leaders should frequently communicate the goals of the organization to their associates so they can start the process with the end in mind. So often, associates do not understand the direction and purpose other than because they are told to do
something. In such cases, initiative is stifled. Sometimes an associate realizes that a task or order is stupid or unnessary but will do it without question.
Kouzes and Posner conducted a survey with over 75,000 people to determine what traits they look for in their leaders. Seventy-one percent selected “Forward Looking.”in other words, providing purpose. Leaders determine the course of action necessary to reach goals and communicate instructions, orders, and directives to associates. They must ensure that associates
understand and accept direction. (Communications will be discussed in Chapter 7 and 8