There is a clear connection between purpose and leadership. Leadership not only defines purpose, it reinforces and inspires it. Ukrainian President Volodymyr Zelenskyy is a compelling example of a leader working through a profoundly challenging circumstance: an unprovoked war and the concomitant loss of human lives.
Throughout the Russia-Ukraine war, Zelenskyy has inspired and mobilized collective action against Russia at an unprecedented breadth, depth, and pace by rallying Ukraine’s citizens and its military, as well as galvanizing most of the international community. Zelenskyy’s famous response of “I need ammunition, not a ride” when offered the chance by US officials to flee advancing Russian troops, is one of his defining moments.
Andy Hunder, president of the American Chamber of Commerce in Ukraine, noted:
The leadership was here, and they projected calm. The expression “cometh the hour, cometh the man” is appropriate for this situation.
The positive relational energy Zelenskyy generated led people to believe they mattered and that they were needed to achieve a purpose. Many stories of inspiration followed, including one about the soldiers on Snake Island, a Ukrainian outpost in the Black Sea. One of the soldiers, Roman Hrybov, didn’t hold back when threatened by a Russian warship. A Russian officer said, “This is a Russian military warship. I suggest you lay down your weapons and surrender to avoid bloodshed and needless casualties. Otherwise, you will be bombed.” Hrybov responded: “Russian warship, go f*** yourself.” Such defiance served as a boost for morale among Ukrainians.
Kateryna Glazkova, CEO of Union of Ukrainian Entrepreneurs, notes the importance of entrepreneurs as role models for people, not only for employees or business partners, but for people within their communities. She and her colleagues conducted a survey shortly before the invasion. Entrepreneurs of medium-sized businesses received the highest trust scores, second only to the Ukrainian Armed Forces. Entrepreneurs tend to be reliable partners for government and citizens: they are known to prepare food for people and buy medicines for hospitals. When Glazkova asked Promodo CEO Alexandr Kolb why he was staying in Kharkiv amid constant Russian bombardments, he said that he believes his role is to be an optimist and to radiate this to the people around him.
Yaroslav Rushchyshyn, a member of Ukraine’s parliament and businessman, said he firmly believes that sacrifice or selflessness (as demonstrated by entrepreneurs) helps build trust. He is not talking only about putting one’s life on the line; small acts can foster trust as well. Individuals are more likely to embrace purpose if they believe their leaders, colleagues, neighbors, and friends have their best interests in mind (such as leading by example or providing ongoing support to people in need). Rushchyshyn unequivocally stated that without deeply rooted trust in society and its myriad institutions in the public, private, and not-for-profit sectors, it is hard to excel at anything as a country, let alone survive an existential war.
[For more from the authors on this topic, see: “1,000 Days of Existential Purpose.”]
