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

No one can dictate purpose to another. We discover it for ourselves. Typically leaders know what makes them tick so they do have a purpose, be it to advance their career, achieve some wealth, and be recognized for their efforts. Where they need help is reminding themselves of why they chose their career and their company. They also need to decide periodically if they need to do something new and different. Purpose is an inner compass that points us in the right direction.

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.

Good leaders are focused, directive, and inspiring... in other words, purposeful. People want to look up to leaders, not because they think they are better than us, but because good leaders provide us with a sense of purpose that inspires us to do better.

Leaders do not motivate per se. They create conditions for people to motivate themselves. They do it by communicating clearly, setting clear expectations, following through and recognizing performance.

Leadership is an active, living process. It is rooted in character, forged by experience, and communicated by example.

Leaders are creatures of their environment, but unlike most creatures, they are also movers of it. As movers of and within the organization, they push it forward, at the same time shaping it as much as it shapes them.