THE 5 “BE’S” OF

P URP OS E FU L
L E AD ER S HI P

HOW TO
LEAD WITH
PURPOSE &
HUMANITY

by Hubert Joly
C hoosing why and how we exercise power, and whom
we put in positions of leadership, are some of the most crucial choices
we make as a leader.

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
The old model of the leader as a superhero who saves the day, who is
smart (probably “the smartest person in the room”), and who is driven
by power, fame, glory, and money does not work anymore.

What is required now is a leadership approach that puts purpose and

purposeful leadership.

As a leader today, you have to:

Be clear about your purpose

Be clear about your role as a leader
Be clear about whom you serve
Be driven by values
Be authentic

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1
BE CLEAR ABOUT
YOUR PURPOSE

experience and the skills they had developed over time, their
-

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
you? How do you want to be remembered?”

the purpose of the organization.

with a bigger sense of why we do it helps infuse us with energy,

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 BE CLEAR ABOUT
YOUR ROLE AS A

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LEADER

Your role as a leader is not to be the super-smart, all-powerful

superhero.

by creating an environment in which everyone is inspired and

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
able to be and give their best. This includes creating energy and

help others see possibilities and potential.

of crisis. How you react will set the tone. Will you dive right

you choose to act as a thermostat instead of a thermometer,

choosing to stay positive, calm, centered, and purposeful, as
appropriate? You cannot choose your circumstances, but you
can control your mindset.

others to dream more, learn more, do more, and become more,

you are a leader.”

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 BE CLEAR ABOUT
WHOM YOU

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SERVE

for people whose main purpose was to advance their own interests.

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
to be?

to the top. They are carried to the top.” And serving others is how
it happens.

As a leader, you must serve the people on the frontlines driving the
business. You serve your colleagues. You serve the people around
you by understanding what they need to give their best and doing
your best to support them.

speaking or acting, be clear about your motivation and who you are
trying to serve.

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 BE DRIVEN BY

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VALUES

values, explicitly promote them and make sure they are part of
the fabric of the business.

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
Holding on to values is particularly critical during crises when
stress and pressure push against our sense of what is right.

And these feelings completely overwhelm you. And as a result

of basically becoming overwhelmed, you almost become
incapacitated.”

need to embrace to navigate crises is that you are going to do

the right thing, and you are going to do the best you can do.

with people you trust and whose values align with yours and the

then act on it the best you can.

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5
BE AUTHENTIC

family, friends, leisure and work is an important consideration,

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
but the wording suggests that life is outside of work, and work
is not our real life.

so many people worked from home. We really brought our

whole selves to work, including our children, dogs, and cats.

ourselves in a new light, in all our humanity.

Your team members expect you to be human, and they expect

you to grasp who they are and make them feel seen, respected,
heard, understood, and included. This means that you have to
open up and make yourself vulnerable.

Vulnerability is at the heart of social connection.

And it starts with each of us.

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A CALL TO ACTION
Rethinking how we lead is essential to the refoundation of business and
capitalism we so desperately and urgently need. Rethinking how we lead

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
is essential if we are to make purpose and human connections the heart of
business.

remaining connected with what drives us, who we are, and who we aspire

be authentic and truly connect with others without deeply connecting with
ourselves. To help people around us succeed and become the best version of
themselves, we have to strive to be the best version of ourselves as well, day
after day.

want to see.

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 ABOUT
HUBERT JOLY

©2021 THE 5 “BE’S” OF PURPOSEFUL LEADERSHIP HOW TO LEAD WITH PURPOSE & HUMANITY | HUBERT JOLY
Hubert Joly

serves on the boards of Johnson & Johnson and Ralph

Lauren.

Visit TheHeartofBusiness.org to learn more.

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