The 108 Skills of Natural Born Leaders

96. Establish a Core Identity

The best leaders define the core identity, the deepest intention that drives action, for their group or organization. They view their group or organization as an expression of energy, creativity, and intelligence. They motivate others by describing that expression, or core identity, in a clear, complete, and cogent manner.

Core identity precedes vision, which defines the attractive and credible future, and mission, which defines the business the organization is in. Core identity reveals what the unit or company really does in the marketplace. Louis Katopodis, president of Fiesta Mart, Inc., the Texas-based grocery chain, described his company's core identity as "serving the underserved." Fiesta specializes in quality ...