During success, for example, a company would wish for more of the same, and increase rather than change its current practices. Customers service for example might focus on establishing a characteristic sense of open friendliness towards customers by thoroughly training new recruits. An example of this is Virgin Mobile, whose employees are trained to be friendly and cheerfully helpful towards customers.

Leadership in a crisis situation would have to focus on what a company is doing to create and perpetuate the crisis and changing this. The aim would then be to change possibly harmful actions that might lead to a poor image of the company in the public mind, such as internal dishonesty. An example of this is the Enron scandal, which crippled the company. Because of the unpleasantly tense atmosphere at the workplace, leadership would also need to aim at reassuring and calming employees.

To deal with its current...
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