L EAD FOR P URPOSE · Communicating the vision · Linking work to results · Showing how customers benefit from what employees do · Doing what they promise · Instilling confidence Two-thirds of respondents believed that leaders could instill purpose using merit pay. What Leaders Must Do Organizational purpose must be clear, and it is up to leaders to make it so. They must sharpen the focus to make the vision clear. One way to do this is to communicate the purpose regularly, but also to link the vision to the mission and, by extension, to results. A good way to do this is to enable