Communication: Task, Purpose, Intent, End State

Years ago, during a training rotation at the Joint Readiness Training Center, my unit was tasked with a nighttime air assault operation. We had solid leaders, a strong plan, and a motivated team. But a few hours into execution, things started to unravel. Timelines slipped. Coordination broke down. One platoon moved too early, another too late. No one had failed to do their job; they just didn’t share the same understanding of what the mission required, why it mattered, and what success actually looked like. Each leader had a slightly different interpretation of the plan.

After the operation, our brigade commander gathered us and said something that stuck with me for the rest of my career:

“If your people don’t understand the task, the purpose, and the end state, that’s not on them. That’s on you.”

That moment taught me one of the most valuable leadership lessons: communication isn’t about how much you talk; it’s about how clearly your message is understood. I’ve carried that lesson with me ever since, both in uniform and in the corporate world, through a simple but powerful framework: Task, Purpose, Intent, and End State.

Task – What needs to happen

The task defines what needs to happen. When leaders clearly outline the task, their people know exactly where to focus and how success will be measured.

Example: Instead of saying, “We need to improve our online presence,” a clear task statement would be: “Develop and launch a new company website within 60 days.” Everyone now knows the specific deliverable and timeline.

Example: Instead of saying, “We need to improve our online presence,” a clear task statement would be: “Develop and launch a new company website within 60 days.” Everyone now knows the specific deliverable and timeline.

Purpose – Why it matters

The purpose explains why it matters. Purpose turns compliance into commitment. When people understand the reason behind their work, they take greater ownership and often find more creative ways to get results.

Example: “The purpose of this new website is to attract new clients and position our company as a trusted industry leader.” Once people see the connection between their task and the company’s success, they’re more motivated to deliver quality results.

Example: “The purpose of this new website is to attract new clients and position our company as a trusted industry leader.” Once people see the connection between their task and the company’s success, they’re more motivated to deliver quality results.

Intent – How success should look and feel

The intent communicates how success should look and feel; it’s the leader’s way of describing the bigger picture. In the Army, intent isn’t just reserved for commanders; every leader, at every level, develops an intent that supports the larger mission. The same should be true in business.

Example: “My intent is for our website to create a professional first impression, reflect our company’s values, and make it easy for potential clients to request a consultation.”