Introducing the Transformation Formula: Four Leadership Archetypes and the Path to True Change

Picture a leader known for her authentic speeches and passionate commitment to the company’s values of inclusion and belonging. At every all-hands meeting, she speaks with sincerity and conviction about creating a workplace where everyone feels valued. Her words inspire, and employees feel drawn to her vision, believing in the change she promises to bring.

However, when real issues arise—like a significant pay gap between departments or reports of favortism in promotion practices—this leader hesitates. She sidesteps these difficult conversations, deflecting attention toward smaller, less controversial initiatives. Team members begin to notice the gap between her words and actions. Over time, the trust and credibility she had fades. Employees, once energized by her message, grow disillusioned, recognizing that progress isn't happening.

Consider another leader, who is a vocal advocate for the company’s newly formed values. His commitment to these values is unwavering, and he expects the same from his team. However, his approach is highly critical; he often critiques colleagues and team members for failing to meet what he believes are basic standards, pointing out flaws in ways that feel more punitive than constructive. Conversations with him leave people feeling judged rather than supported. His peers begin to tread carefully and as a result, the ability to make a real difference is prevented.

In another organization, the executive team is enthusiastic about expanding into new markets and is committed to fostering innovation and continuous improvement. However, they frequently deflect from difficult conversations. When issues arise that question the team’s priorities or expose silos within the organization, they dismiss them, convinced that these “micro” issues aren’t impacting the bigger picture. Outwardly, the team appears unified, but beneath the surface, unresolved tensions simmer. As crucial discussions go unaddressed, real progress stalls, and the team's vision of innovation remains out of reach.

These are common scenarios, but they reveal a profound truth about leadership. Over the past ten years, working with more than 50 senior leadership teams, I’ve witnessed these patterns repeatedly: the best of intentioned leaders with high ideals and strong missions but who, in moments of challenge, make choices that are rooted in self-protection, self-preservation or fear – choices that ultimately compromise others, the greater mission, or what’s best for the business at critical moments.

The Journey to the Transformation Formula

This revelation didn’t come easily. Dissatisfied with the conventional explanations for why change initiatives fail, I set out to uncover deeper insights. Using grounded theory research—a methodology that allows themes and patterns to emerge organically from data rather than imposing preconceived ideas—I sought to understand why these purpose driven leaders fall short of their commitment to innovation, inclusivity, and lasting change.

My research initially focused on Diversity, Equity, and Inclusion (DEI), where I identified the phenomenon of the DEI Death Zone?. However, as my research progressed, it became clear that these insights applied universally to culture, change efforts, and leadership at all levels. By examining thousands of data points and analyzing real-world client cases, I identified recurring patterns and underlying dynamics that consistently led leaders astray.

Ultimately, this journey led me to develop the Transformation Formula—a framework that uncovers the specific behaviors and practices necessary for well-intended leaders to stay true to their purpose, even under pressure.

Through my work, I uncovered a profound insight: it wasn’t a strong sense of purpose or commitment to values that distinguished the most impactful leaders. Contrary to what I, and most others, have been taught to view as the ultimate guide toward a “north star,” the true differentiator when faced with a difficult choice was not their sense of purpose. It was a deep adherence to a set of principles. While values define what a leader stands for, principles define how they uphold those values, especially in difficult moments.

In John Wick: Chapter 4, John realizes he is bringing the vengeance of the High Table down on?Koji's Continental?in Osaka, and he apologizes to his friend for the trouble he has caused.?The character played by Hiroyuki Sanada, says, “Friendship means little when it’s convenient.”

After saying this, Shimazu provides John Wick with a safe house and access to weapons, demonstrating his commitment to their friendship despite the personal risk involved. The value here is friendship, and the principle is how Shimazu upholds that friendship—by standing by John specifically when there’s a threat to his own safety.

Among the hundreds of executive leaders I studied, only 10%—the Transformative Leaders—stood out as those who persevered through challenges and made the right choices when faced with the crossroads between comfort and challenge, safety and risk, or the status quo and meaningful change. These leaders lived their purpose by making principled choices that often seemed, at first glance, to work against their own interests in service of the greater good.

The Transformation Formula’s core insight? Purpose alone is not enough to guide leaders through tough decisions. This was a surprising discovery for a coach like myself who has helped develop the purpose statements for thousands of leaders. Only through unwavering principles can leaders navigate the crossroads where ego and purpose collide. These principles act as the compass, allowing leaders to uphold their values and mission, regardless of the high stakes or threat to safety being encountered.

Guided by these unshakable principles, Transformative Leaders courageously confronted hard truths, took accountability for the responsibility of leading change, and prioritized the mission and the well-being of their businesses above personal comfort or safeguarding their image. This principled approach didn’t just inspire temporarily—it created lasting, meaningful change that resonated throughout their organizations.

This discovery led me to develop the Transformation Formula—a framework that identifies four distinct purpose driven leadership archetypes and highlights what sets the truly transformative leaders apart.

Unveiling the Four Leadership Archetypes

Through my research, I discovered four distinct archetypes of purpose-driven leaders. Each begins with a commitment to change, but only one consistently brings about meaningful transformation.

Let’s meet them.

1. Purpose Driven Leaders experienced as Performative: Words without Actions

Performative leaders are often the most compelling voices in the room, very authentically advocating for the company’s values and inspiring others with ambitious visions. However, over time, they fail to align their words with meaningful actions. They avoid the tougher work, choosing instead to maintain a feeling of positivity and being uplifted. This gradually erodes trust, as employees notice the lack of follow-through and begin to see their promises as empty. These leaders can inspire new colleagues but they permanently lose credibility from those who once looked up to them.

Formula: High in Purpose, Low in Principles

Outcome: Loss of credibility

Key Phrase: “Inspiring through Words but Failing in Actions.”

2. Purpose Driven Leaders experienced as Judgmental: Ideals Without Inspiration

Judgmental leaders hold firmly to their principles, showing unwavering dedication to values like DEI or innovation. However, their approach can come across as harsh, often critiquing others for failing to meet their high standards. This rigid stance on "doing what's right" alienates colleagues and stifles team growth, as criticism replaces constructive development. They struggle to build consensus and find their influence weakened as their harshness isolates them from meaningful collaboration.

Formula: High in Principles, Low in Purpose

Outcome: Loss of influence

Key Phrase: “Idealism lost in Criticism.”

3. Purpose Driven Leaders experienced as Oppressive: Harmony Over Truth

Despite what their title suggests, Oppressive leaders are often well-liked for their presence, peaceful demeanor, and the harmony they foster. However, their aversion to conflict leads them to avoid uncomfortable truths and they view transparency of details or information as a threat. In prioritizing personal stability or self-preservation, they unintentionally create a stagnant environment, suppressing critical information that would drive change. Over time, this avoidance stifles growth, as important issues remain unaddressed and the organization’s progress stalls.

Formula: Low in Purpose, Low in Principles

Outcome: Loss of psychological safety

Key phrase: “Dishonest Harmony over Truth and Accountability.”

4. Purpose Driven Leaders experienced as Transformative: Power in Truth and Transparency

Transformative leaders are the rare 10% who stay true to the company’s mission, even when it involves personal risk. Their distinguishing trait is a willingness to confront uncomfortable truths, embrace tension with colleagues for the sake of improvement, and endure the discomfort that comes with complexity. These leaders hold themselves and others accountable, consistently prioritizing the commitment to change and the organization’s mission above personal comfort. These leaders are the ones who drive change and create environments where inclusivity, psychological safety, and innovation thrive.

Formula: High in Purpose, High in Principles

Outcome: Ripple effect of continuous progress and impact

Key Phrase: “Truth and Transparency lead to Decision Integrity.”

The Defining Difference: Choosing Principles at the Crossroads between Ego and Purpose

All four archetypes of leaders begin with a strong commitment to creating change. However, what differentiates Transformative leaders from the rest is their unwavering adherence to a set of core principles, even in moments of great personal risk. Where Performative, Judgmental, and Oppressive leaders often abandon their purpose in the face of discomfort, Transformative leaders anchor themselves in truth, efficacy, and serving the universal good.

The true measure of effectiveness and success is the ability to inspire others long after the speeches are over—behind closed doors and out of the public eye—through the impact of actions rather than words alone.

Becoming the 10%: Embracing Transformative Leadership as the Path to Lasting Change

The Transformation Formula reveals a profound truth: while many aspire to lead growth and change, only a small percentage truly commit to the path through purpose and principles. Transformative Leaders are not defined by their intentions but by their actions, especially in moments of adversity. They embody vulnerability, curiosity, humility, confronting, and transparency specifically when they are the crossroads. The other 90% exercise defensiveness, arrogance, avoidance, impatience, or control which becomes the death zone for progress and change.

As leaders, we must ask ourselves: Are we willing to embrace discomfort, perceived threats, or conflict in service of a greater purpose? Are we prepared to navigate the crossroads where we could easily abandon our purpose, and instead choose the harder path of staying true to our values? In doing so, we not only transform ourselves but also the organizations and communities we lead.

Remember, your reputation as a leader is not just built in public; it’s shaped behind closed doors, in those moments when only you hold the power and choice to decide. It’s in these private decisions that you define your true character. When leaders stay true to their principles, they not only transform their organizations but also themselves.

Join me on the journey of transformative leadership—a path that demands more but offers unparalleled rewards. True impact is forged at the crossroads between ego and purpose. This is where I guide executive leadership teams: preparing for those pivotal moments, navigating each crossroads as it arises, and expanding their impact far beyond current limits. Together, let’s reimagine what’s possible.

Reach out, and let’s get started.