Build a sense of trust

The best way to build a culture where your team buys into the goals and feel intrinsically motivated starts with trust. Most companies measure trust by tacit approval and execution of plans or a lack of discussion on the goals. But that is not trust; it's obedience.

Trust is about safety. A better measure of safety is a willingness to speak the truth and be prepared to disagree with an idea, and have a willingness to let ideas win over authority. There must be room for failure, experimentation, innovation, and questions.