What is a director’s role?

UK directors are presently engaged in cost‐cutting exercises in order to improve the efficiency of their business. This is a necessary part of their role which spans policy, strategy and operations. One reason for this focus on efficiencies may be the recent recession, another may be that directors no longer have the option to be effective instead. For to be effective implies having a sense of somewhere to go. This requires a strong sense of purpose. Strong purpose is based on the personal values and beliefs of a leader. It requires a soul‐attachment that is worlds away from the dispassionate scrutiny of cost‐cutting initiatives.