MIchael Abrashoff, Next: Right Now, Fast Company June 2003

...you want their best effort, their most creative response. You want them totally committed to your cause and to one another. But here's the kicker: Your job is to train them to give that to you.


They need to believe in you as the living exemplar of a clear purpose that you communicate to them every day, in ways large and small. They need to know why you are asking them to risk their lives, how you define victory, and how they will be rewarded by following you to the end.


Waging and winning war is all about your people. You can't win unless your people believe in their purpose far more strongly than the enemy's people do.

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