Every organization is looking for that distinguishing characteristic that will ignite its growth, rejuvenate its culture and give it that “it factor” that makes it the envy of the industry. The truth is, it’s never just one thing. But when you look beneath the surface, you often find that transformational leadership begins with basic, fundamental principles that establish a foundation of greatness.

Here are five defining characteristics that will take your organization to a leadership level that transforms the way it’s viewed by others and, most importantly, how its employees view it.

1. Values

Values often go unnoticed and unacknowledged, yet they give definition and life to every successful organization. What are some values that matter for organizational success? Honesty, teamwork, respect, kindness and trust are universally accepted and beneficial values. They are key components to leadership, no matter the venue.

If you asked Steve Jobs what made him great, he would have told you intelligent direction, hard work, and enthusiasm and passion for what he did. It’s why one of his famous quotes is an exhortation to “follow your heart.” Values matter to great businessmen and -women and to every leader of every organization. They help you focus on transforming the lives of the people around you so that anyone who comes in contact with you is better off.

2. Game Plan (Vision, Mission and Purpose)

“Instead of telling my executives what to do, I should try to inspire them with a vision of where we’re going and let them translate that in their own terms, based on their own experience, their own expertise. Inspiration is much more effective than delegation” (Pierre Omidyar, founder of Ebay).

Every transformational organization knows its “why” (its purpose) and has a definition of success (its mission). These two words – purpose and mission – are so more than something to stick on a website. Great organizations know their identity and have a defined path for how to become it.

When Omidyar gained clarity around the vision, purpose and mission of eBay, he was able to clearly articulate his message to the people he needed to help him. Then, he let people like former CEO Meg Whitman do her job without feeling the need to micromanage every part of his business.

By inspiring and leading with clarity, Omidyar helped turn eBay into one of the most formidable tech giants on the planet. He had a game plan for success that he meticulously executed on.

You’ve surely heard of a great business plan. What about a game plan? This plan is your organization’s passion and enthusiasm, values, purpose, mission, and goals. Without these five things, it is difficult to create the necessary success measures to hold people accountable. It’s even more challenging to know the results that you want for the business, which is what you should be building toward in the first place. Start with what you want to achieve. From there, work backward by helping employees and the organization achieve its mission.

3. Employees Before Customers

Too many companies make the mistake of preaching, “We put our customers first.” That’s a great bumper sticker, and no one would advise you not to passionately serve your customers. The problem arises when employees feel neglected – when they feel like just another cog in the machine, and when they feel it’s clear that they come second. That’s when your best staff members start heading for the exits and looking elsewhere.

Legendary Southwest Airlines Founder and longtime CEO Herb Kelleher knew better than anyone that the way to build a successful company was to gain the trust of all of its people. He put his employees first, and it wasn’t just lip service. Whether it was showing up at Gate 17 at 3 a.m. or bringing hot chocolate to workers on the tarmac, Kelleher cared deeply. Everyone knew it, and as a result, Southwest Airlines has been profitable in each year of its existence.

4. Servant’s Heart

Transformational leadership begins with a servant’s heart for both employees and customers. The mindset and attitude of, “How can I help you?” becomes a way of life for the servant leader. It trickles down to every part of the organization. You attract the right relationships, and the right relationships lead you to the right opportunities.

The best opportunities come when an organization build relationships with excellent service without the expectation of receiving anything in return. It’s counterintuitive, but you’ll naturally attract the type of people you want to do business with. Take Chick-Fil-A, for example. It is known nationally as a model of superior customer service. From the executive chair to the cashier, its employees lead from the heart.

5. Know Thyself

Great organizations embrace their story – good, bad, ugly, beautiful and everything in between. Successful organizations are transparent and thrive on candor and curiosity. They want to know themselves inside and out so they can understand the needs of their employees and customers. These transformational organizations outshine their competitors by showing that a more “human” side wins every time.

Know your strengths. Know your weaknesses. Know your business forward and backward. Be clear and focused on your identify, mission and purpose. Then, the clients will start coming in.