To build a great business, your people must understand and believe why you are doing what you're doing. And to be bought in, your team members need to understand the why. When everyone knows the reason for being as in your y and the goals, they will feel bought in. If people don't understand the why, it is your fault as a leader for not communicating it directly. Great leaders always communicate the why of their mission, and they communicate it clearly so their team is never doubtful about why theyre doing what they're doing. Next, to be a great leader and practise extreme ownership, you have to be great at executing a plan. There's a simple formula for success.