Leaders (top management) establish the purpose and direction of the organisation. They create the environment in which people become fully involved in achieving the organisation's goals.
People are the organisations greatest resource. Their full involvement enables their abilities to be used for the organisation's benefit.
The commitment and active involvement of top management are essential for the development and maintenance of an effective Quality Management System (QMS). The objective of the QMS is to ensure customer satisfaction (5.2). Therefore, top management must develop and communicate it's policy and objectives (5.1 and 5.3), ensure that people are aware of their roles and responsibilities (5.5.1) and encourage open, two-way communication (5.5.3).
Before the battle, it is tradition for the General to address the troops: