H OW S TRONG P URPOSE M AKES I T S AFE TO F AIL (A S W ELL AS TO P REVAIL ) by linking purpose to people. Work that Erickson has done in her consulting practice reveals that people share ideas and innovate when they have ``relationships that are trust based.'' For example, explains Erickson, ``if you are expecting your marketing and R&D departments to collaborate, you have to stop and consider whether [individuals] actually know each other as people.'' Leaders must help foster those person-to-person relationships. They can do this by facilitating intro- ductions, and also by holding leaders of different teams accountable for making personal connections. 32 It is also important, says Erickson, to ``ensure that your people have access to disruptive ideas. With an insular and static organiza- tion, you're not going to get innovation. People have to have the fresh air of provocative thinking and new ideas.'' Leaders can do this in a number of ways, according to Erickson. They can insist that their peo-