Too often, employees and team members are unclear about what they are contributing to, disengaged emotionally from why they are doing it, and confused and fearful because they don't really understand how they are supposed to do it. Taking a clear, systemic approach centered around the four elements of customer, brand intention, culture, and leadership, True Alignment presents an effective, easy-to-apply framework for tackling the challenge of alignment head-on, giving you the tools and guidance you need to ensure that: Leaders are responsible for role modeling, reinforcing, and leading a company culture committed to the reputation and success of your organization. Goals and strategies are demonstrated across and down through your organization by the contribution every employee and team member makes to your company's vision and brand. Every employee is aware of how success is created at an individual, group, and company-wide level, and how it adheres to the values, beliefs, and expectations of your business. Your people display unyielding resilience, even in the face of difficult issues and challenges. Every decision and action taken by every member of your organization fits into the culture. If you strive to compete and succeed in the chaotic and rapidly shifting business environment, you must ensure that your people are more engaged and committed than ever before. This book supplies you with a practical approach to alignment, and a clear and simple roadmap to success.