Chapter 10 begins with a game in which the reader is asked to match company mission statements, highlighting the problem of vague and uninspiring statements that fail to provide a clear sense of purpose. This emphasizes the need for clarity in defining goals and intentions, both in teamwork and personal endeavors. Lack of clarity leads to issues such as playing politics and pursuing disparate activities that do not contribute to the overall mission.

The concept of an essential intent is introduced as a concrete and inspiring decision that guides subsequent actions. Examples are provided to illustrate how essential intent drives focus and empowers teams and individuals to make meaningful contributions. The chapter concludes by urging readers to craft clear statements of purpose and to prioritize concrete objectives that inspire and guide decision-making. Clarity of purpose is identified as a key factor in achieving excellence and making a significant impact.

The chapter begins with the example of Rosa Parks, whose refusal to give up her seat on a segregated bus sparked the civil rights movement. The chapter highlights that her courageous no was not rooted in assertiveness but in a deep conviction about her deliberate choice at that moment.