Explanation:

Before a business owner can lead others, he must first learn who he is and what he wants his business to accomplish. Leadership qualities include specific, realistic goals, which you must prioritize in order of importance. Every business leader wants his company to be profitable, but he usually wants it to be something else as well.

A leader should clearly articulate to himself what his secondary goals are, and when they take priority over the primary goal of profit. Growth is one common secondary goal – you may decide to run a bargain-basement sale to acquire new customers, or sacrifice short-term profit by spending on expansion.