What is Direction?
Those who have been following ICC for a while will already know about our Five Pillars of High-Performance Framework which underpins all our development initiatives, from coaching to keynotes, and workshops to seminars. But we are all overloaded with information from a thousand different directions, so we think it is time for a recap.
The Five Pillars of High-Performance are Direction, Collaboration, Communication, Agility and Drive. When all Five Pillars are demonstrably strong in an organisation, we find that team members are highly motivated, innovation is in abundance, and productivity is optimised. We will review each pillar over the coming weeks.
Today’s Virtual Coach is focussed on High-Performance Pillar #1: Direction
Direction: What’s the Focus Here?
This pillar focuses on organisational direction. Within the pillar, we consider the strength of purpose, values and leadership in organisations. We ask questions such as:
- Are purpose and values clear for everyone in your organisation?
- If there is a lack of clarity in this area, what challenges does that present?
- What do your organisational values mean to employees?
- Are there demonstrable behaviours in place, that align with your values, that everyone understands?
- Are both purpose and values embedded in processes within the organisation, or do they stand alone?
Direction: As A Leader
When we hear the word ‘Direction’, it is easy to assume that it refers to our ability to give direction. However, when Direction is viewed as a progressive leadership trait, its meaning is quite the opposite.
Direction, as a high-performance leader, means:
Demonstrating authentic leadership skills by being clear on your own purpose and values, in turn casting a guiding shadow or being a beacon for others.
When you have clarity on your purpose and stated objectives, complemented by behaviours and actions that align to these, there is no room for confusion about your direction, and the style of travel.
Direction: A Case Example
When England’s ‘Red Roses’ lifted the Women’s Rugby World Cup last Saturday, it was more than a showcase of skill and power. The victory was rooted in leadership that built a clear purpose and set of values the squad could unite behind.
A Clear Sense of “Why”
Head coach John Mitchell and the leadership group within the team established more than just tactics. They clarified the team’s purpose: to inspire, to play with courage, and to rewrite the story after previous near-misses. Every player knew what they were working for, beyond the scoreboard, and they completely believed in their ‘why’.
Values That Shape Behaviour
The leaders of the England Women’s Rugby Team embedded values into daily habits:
Consistency – same standards in training and competition.
Trust – accountability shared across the squad, not just with the captain.
Resilience – using past disappointments as fuel rather than baggage.
These weren’t words on a wall — they influenced how players trained, how they handled pressure, and how they supported one another on and off the pitch.
Leadership that Models Culture
The decision to appoint Zoe Aldcroft as captain in early 2025, less than a year before the World Cup, sent a strong message: it was a move based not on sentiment but in clear alignment with the team’s values and their future. The example that she constantly set, supported by a wider leadership group, created a culture where leadership was distributed and values were lived by everyone, not just spoken by a few.
Direction, in Action
England Red Roses’ World Cup success came from their ‘Direction’: a shared purpose and lived values that gave the team resilience under pressure, and unity in big moments. For leaders and teams everywhere, whether in board rooms or on muddy pitches, the lesson is simple: if your players understand why they play and what they stand for, the performance will follow.
If you feel your team could benefit from support in strengthening any aspect of their ‘Direction’, get in touch for an informal discussion. You’re In Cool Company.
