Building reputation, in this broad sense of the term, is what great companies are all about" ("Message from Verizon's Chairman and CEO," 2006, About Verizon).
Notice how this rhetoric makes every employee at the company feel involved in a commitment to quality, yet also stresses Verizon's mission of putting the customer first. It is not just the CEO who leads, however, rather every manager must ensure that the functions and employees he or she oversee fulfill their necessary functions, and also want to do so. Leadership, in other words, is more than telling people what they must do; it is making people feel motivated to do so and to do their best, and to understand how they fit into the 'big picture' of the company.
Planning, organizing, and motivational leadership, however, will have little impact unless plans are put into action. The final vital function of leadership is controlling, or coordinating, the organizational "systems, processes and structures to reach effectively and efficiently reach goals and objectives" (McNamara, 1997). Controlling also means instating...
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