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This isn’t a motivational talk about “being inspiring.” It’s a practical framework for the real job of leadership: how your presence shapes the mood, culture, and outcomes of the people around you. In this Grow In Ten explainer, we unpack a military leadership model that translates surprisingly well to hospitality, business, and family life: Do. Know. Be. Because leadership isn’t a title. It’s influence. And whether you intend it or not, you are influencing people every day— through your words, your decisions, and even your silence. We explore: 1) What leaders must DO • how to provide purpose, direction, and motivation without losing the plot • why the most important leadership question is: “What are we for?” • how clarity protects teams during crises, pivots, and constant disruption • why every role matters—and how great leaders help people trace their work to the mission • a story of a junior “just an X-ray tech” becoming “a hot-dang radiology tech” once he sees the chain of impact 2) What leaders must KNOW • why competence isn’t optional—trust runs on capability • what to know about your organization: mission, environment, constraints, opportunities • how to manage shifting priorities without creating resentment • the “supporting vs supported” mindset: why resources move, and how leaders explain it • why the best leaders don’t just know the plan—they know the people living inside it 3) What leaders must BE This is the heart of the framework. Because your team doesn’t only follow your strategy. They follow your character. We explore: • how values become real only when they’re tested under pressure • why empathy isn’t “soft”—it’s operational • how dignity and belonging are built by being known, not managed • why “people are unique, precious, and unrepeatable”—and what changes when a leader truly sees that • the leadership traits that compound: trustworthiness, transparency, communication, humility, optimism The deeper message is simple: You can’t outsource culture. You can’t delegate moral example. If the tone of the room reflects the leader, then leadership is a solemn responsibility— whether you’re running a restaurant, a hotel, a clinic, a team shift, or a family dinner table. And the takeaway isn’t “be perfect.” It’s to keep returning to the core: What must I do? What must I know? What must I be? Because when leaders get those three right, people don’t just work harder— they feel they belong.