Leading large-scale change requires motivating people you don't directly control, such as community partners. This "advanced leadership" skill also applies internally; even paid employees act like volunteers when asked to innovate. Sustained engagement depends on shared purpose, not hierarchical authority.

Ask every team member, "How do you make the company money?" For non-revenue roles like a camera operator, frame their contribution in terms of preventing costly mistakes (e.g., wasted footage, delays). This fosters a deep understanding of their impact and gives their work more meaning.

Pandora's founder kept employees working for two years without pay by framing their work not as data entry, but as a magical, culture-shifting mission. Great leaders make everything bigger than it is, transforming jobs into purpose-driven crusades to sustain motivation.

To effectively lead through influence, go beyond aligning on shared business objectives. Understand what personally motivates your cross-functional peers—their career aspirations or personal goals. The most powerful way to gain buy-in is to demonstrate how your initiative helps them achieve their individual ambitions.

With only 12% of product teams finding profit-centric goals rewarding, leaders must reframe work. By connecting business outcomes to the emotional, human progress customers are trying to make, leaders can inspire teams far more effectively than with revenue targets alone.

To engage employees in seemingly mundane roles, like cleaning factory tanks, leadership must clearly connect their specific task to the company's success. The Novonesis CEO emphasizes that explaining this critical importance and frequently expressing simple gratitude is key to maintaining a motivated workforce.

An employee's sense of purpose is derived from their internal narrative about their work's impact, not the objective nature of the task. A factory worker found joy in a repetitive job by framing it as protecting the families who would use the product he helped build.

Stop defining a manager's job by tasks like meetings or feedback. Instead, define it by the goal: getting better outcomes from a group. Your only tools to achieve this are three levers: getting the right People, defining the right Process, and aligning everyone on a clear Purpose.

To maintain strong employee engagement, leadership explicitly connects every role—even seemingly mundane ones like cleaning fermentation tanks—to the company's high-level purpose. This ensures every employee understands their specific contribution to enabling a healthier planet.