Every great business is founded on a promise.

Not to shareholders.

Not to staff.

To prospects and customers.

The promise of a change that’s yearned for, that’s worth more than the money in my pocket.

A promise you do your utmost to keep.

All businesses have such a promise, it shows, but it isn’t always articulated explicitly.

Making it explicit, and sharing it with your team is the first step in building a framework that enables them to deliver it on your behalf.

The first (and last) rule of your enabling framework:

If in doubt, remember the promise, then do whatever it takes to keep it.