Common goals are the product of intensive communication, enduring influence, and constant affirmation. People who start out with a common set of goals may drift apart, pushed and pulled by all sorts of events, opportunities, and challenges. Healthy organizations are constantly bringing new people into their workforce. These new people will not embrace common goals by accident. There must be a structure in place to inculcate, define, and affirm these goals throughout the organization. What about common values? They are the evidence of leadership by conviction.
