When you value something deeply, don’t shy away from talking about it. Instead, embrace telling people why it’s important to you. Assume that for the message to stick, it should be heard ten different times and said in ten different ways. The more you can enlist others to help spread your message, the more likely it is to have an impact.

A company’s culture is shaped by a lot of things, but this is one of the most important—you have to convey your priorities clearly and repeatedly. In my experience, it’s what separates great managers from the rest. If leaders don’t articulate their priorities clearly, then the people around them don’t know what their own priorities should be. Time and energy and capital get wasted. People in your organization suffer unnecessary anxiety because they don’t know what they should be focused on. Inefficiency sets in, frustration builds up, morale sinks.

The decision to disrupt businesses that are fundamentally working but whose future is in question—intentionally taking on short-term losses in the hope of generating long-term growth—requires no small amount of courage. Routines and priorities get disrupted, jobs change, responsibility is reallocated. People can easily become unsettled as their traditional way of doing business begins to erode and a new model emerges. It’s a lot to manage, from a personnel perspective, and the need to be present for your people—which is a vital leadership quality under any circumstances—is heightened even more. It’s easy for leaders to send a signal that their schedules are too full, their time too valuable, to be dealing with individual problems and concerns. But being present for your people—and making sure they know that you’re available to them—is so important for the morale and effectiveness of a company.

Two, take the time to listen before you do anything else. You will set the tone; it will be very difficult to reset it. If you start off by imposing your views on people, you’re not going to have what you most need when you most need it - namely, the commitment of the people you need to get the work done. Even if you’re right and you end up in exactly the same place as you thought you were going to end up, the experience of stopping and doing nothing but being a very good listener for as long as you can stand it is the most important thing to do. The whole act of talking to the top people is the first step towards gaining their commitment and understanding, which you must have if you don’t get it the first time. Until you get a consensus, that everyone agrees on - these are our priorities, and here’s who’s going to work on them, and here’s how our midcourse correction is going to be if we’re not right, and here are the things we can’t put off - take as long as you can stand to get that front end clear, committed, understood, communicated, massaged, and changed.” - Henry Schacht

An identity crisis knocks a company’s compass off kilter. It clouds its people’s ability to make clear decisions, to choose which route to take, and to allocate the proper resources. How can you hire the right people if you don’t know what you’re hiring them to do? How do you know which projects and products to support if you don’t know how they will ultimately fit into the whole?

Almost every leader will say that their lodestar is defining their business focus, which comes down to what you can do to build long-term value. “If anything, what the last few years have taught us is that building long-term value is critical for any company,” says Dave Peterschmidt. “If the company is going to be in there for the long haul, it has to understand the core value it brings to the market and the reason for its existence in a crowded marketplace. Then you can do an assessment to get the company tracking toward long-term values.”

Think of that assessment as conducting a reality check of the operating environment. If you want to get the company tracking toward long-term value, consider what conditions pertain that will help or hinder you. The answers will shape your short-term agenda.