Leadership Without a Map: What Makes a Great Leader?
Most people assume that great leadership comes from knowing the answers, directing people, and accumulating expertise. But what if true leadership is about stepping into the unknown and guiding others toward a future that hasn’t been fully defined yet? This is the central theme of our conversation with Oddi Aasheim, a problem-solver turned leadership strategist who has worked with companies like Shell, Accenture, and First Human.
Aasheim challenges conventional wisdom by arguing that real leadership isn’t about gathering more knowledge—it’s about mobilizing people into action, even when you don’t have all the answers.
“Leadership is seeing what's possible and making it happen without having the answers.”
In this article, we explore Aasheim’s insights on how leaders can move beyond problem-solving, inspire their teams, and create meaningful change—even in uncertain conditions.
The Trap of Knowledge Accumulation
For many professionals, success is tied to learning more, becoming more knowledgeable, and using that expertise to climb the corporate ladder. However, Aasheim argues that this mindset can become a trap.
As he recalls from his early career at Shell, reorganizing the company seemed like a logical solution to improve efficiency. But despite thorough planning, implementation, and restructuring, nothing fundamentally changed.
“We redesigned the organization and launched it—yet nothing changed.”
This realization led him to explore a deeper question: Why do people choose to do what they do? And why do they resist doing what they should? He found that logic and reasoning alone don’t drive behavior—vision and emotional connection do.
Creating a Future People Want to Stand In
Many entrepreneurs and leaders struggle to get others to buy into their ideas. They try to persuade people with facts and logic, explaining how great their solutions are. But as Aasheim points out, this rarely works.
Instead, leaders must help people visualize a compelling future—one that they personally want to be part of. He shares the story of a biofuels company struggling to improve operations. Initially, they were focused on solving immediate problems, but this mindset kept them stuck. It wasn’t until they shifted their thinking to “What does a successful version of our company look like?” that they gained clarity and took meaningful action.
“Once they operated from there, their clients and customers wanted to be part of their future, because that was an exciting future.”
By painting a picture of what could be rather than just solving immediate challenges, leaders create momentum that attracts both employees and customers.
Why People Don’t Care About Your Solution—And What They Actually Want
Aasheim delivers a tough but crucial lesson: Nobody is interested in how clever your solution is.
Entrepreneurs and leaders often make the mistake of focusing too much on their own innovation and expertise. But customers and employees aren’t looking for a perfect solution—they are looking for what’s possible for them. They want to see how their own lives, careers, or businesses will improve.
“In the end, what people are interested in is what’s now possible for them that wasn’t possible before.”
Instead of pitching features or processes, leaders should focus on creating a narrative that helps people see a better version of their future.
Leadership is Not About Having the Answers
Many leaders hesitate to take bold action because they feel they need a complete roadmap before they can move forward. Aasheim argues that this is a mistake. The most effective leaders are those who embrace uncertainty and lead despite not having all the answers.
He applies this same principle in his role as chairman of GAFFI (Global Action for Fungal Infections), an organization working to raise awareness and improve treatment for fungal infections—a critical yet overlooked global health issue. Much like an entrepreneur introducing a new product, he faces the challenge of shifting mindsets and changing how institutions operate.
By focusing on changing the context and engaging key stakeholders, Aasheim and his team are making a significant impact, proving that leadership isn't about knowing—it’s about doing.
Key Takeaways for Entrepreneurs and Leaders
Stop trying to have all the answers. Leadership is about guiding people toward possibilities, not micromanaging solutions.
Shift from problem-solving to future-building. Instead of focusing on reducing problems, create an inspiring vision of success.
Engage people through their future. Customers and employees care about how their lives will improve, not just about your idea or solution.
Embrace uncertainty. Great leaders move forward despite ambiguity, knowing that clarity emerges through action.
Final Thoughts: Redefining Leadership for the Future
Oddi Aasheim’s insights challenge the conventional view of leadership. Instead of focusing on expertise and authority, he champions a model where leaders inspire action, even when they don’t have all the answers.
For entrepreneurs and executives alike, this approach provides a powerful framework for mobilizing people, driving innovation, and creating lasting impact.
If you’re interested in learning more about Oddi Aasheim’s work, visit First Human or connect with him on LinkedIn.
What’s your biggest leadership challenge? Share your thoughts in the comments below!
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