Concepts and categories: They need to keep tabs on the ideas and innovations that are happening around them, and they need to know which ones they should pay attention to as they look for ideas that will work for their companies.
Beliefs: How leaders think things work and the assumptions they have about what kinds of actions will lead to certain results play a big part in their decision making.
Values: Great leaders have a handle on good versus bad.
Self-image: Leaders who are self-aware are able to predict how people will react to what they say and do.
Great leaders are able to put a story together that will bring a company where it needs to go. This story is bolstered by the leaders’ years of experience, world view, and personal story. It is built upon multiple frames and it may evolve with tweaks along the way, based on where the company is at the time and what will work best for it.