The words a leader speaks are important, of course. But how they're delivered can make all the difference, especially in tough times.

All leaders must be good communicators. But let's be clear, communications is not the same as oratory. Let me give you an example. General George C. Marshall was an exemplary public servant and military officer. He helped mobilize our nation for the Second World War and helped lay the foundation for peace as Secretary of State. He communicated through words, but more loudly through his actions.

Leaders who lead purposeful organizations are those who put people first. No, it's not a cliché when they actually do it. It means they set clear expectations, provide adequate resources, coach for success, and evaluate for results.

Focusing on one's own purpose is a matter of considering what you want to do, why you want to do it, and how you will do it. Easy questions, but they do provide deep thought.

Leadership is the behavior each of us exerts when we take responsibility for our actions and their consequences.

Leaders instill purpose through their words and their actions. Their communications demonstrate a commitment to vision and mission, but their behaviors underscore its real importance. What a leader does is far more important than what he or she says. People want to see action and help achieve results.

The roots of effective leadership lie in simple things, one of which is listening. Listening to someone demonstrates respect; it shows that you value their ideas and are willing to hear them.