What a Navy submarine commander taught me about intention, competence, and empowering teams
I recently had the cool opportunity to hear Captain David Marquet, author of Turn the Ship Around!, speak about one of the most transformational leadership challenges of his career. Captain Marquet was assigned to take command of a U.S. Navy submarine unit that was struggling—disorganized, disengaged, and heavily dependent on top-down direction. His task was not simply to improve performance, but to fundamentally change how people thought, decided, and led. Out of that challenge emerged his leadership philosophy known as Intent-Based Leadership.
As I listened to Captain Marquet describe this shift, I reflected on how often I see the opposite play out in many small businesses. So many leaders come to me feeling overwhelmed, frustrated, and stretched thin, not because their teams lack talent, but because everything still runs through them. Decisions stall. Momentum slows. Unintentionally, leaders become the permission gate instead of the growth catalyst. I’ve lived this myself, and I coach leaders through it every day. When people are trained to wait for approval, they stop trusting their own judgment. But when they’re invited to declare intention, they begin to step into their capability and that’s when confidence and competence start to grow together.
Captain Marquet reinforced this idea with a powerful statement: “Control without competence is chaos.” That statement captures what so many leaders feel but can’t quite articulate. Giving people responsibility without developing their thinking leads to mistakes and frustration. Holding onto control because you don’t yet trust your team, leads to burnout and bottlenecks. Real leadership lives in the balance between the two, where competence is intentionally developed and control is thoughtfully released.
One of my clients, a small business owner with a growing team, found herself pulled into every decision, no matter how small. Her team was capable and experienced, yet constantly asking, “Is this okay?” or “What do you want me to do?” The result was predictable: she was exhausted, and her team was hesitant. I didn’t realize it then, but we introduced a simple practice like Captain Marquet’s Intent-Based Leadership approach. Instead of asking for approval, her team members were coached to come to her with statements like, “I did some research, and I want to move forward with this option because…” At first, it felt uncomfortable for the team. However, over time, something shifted. The team began thinking more critically before speaking. Their confidence grew. And instead of being the decision-maker, my client became the coach, asking thoughtful questions, reinforcing good judgment, and stepping in only when needed. The business didn’t lose control; it gained momentum.
This is why language matters so much in leadership and culture. The words we use shape how people show up. When leaders respond to intention with curiosity instead of control, they create an environment where people feel trusted, capable, and invested. Confidence doesn’t come from being told what to do. It comes from being trusted to think. Competence doesn’t come from avoiding mistakes. It comes from being allowed to make informed decisions, reflect, and improve.
For business owners, this shift can be transformative. It frees you from being the bottleneck. It develops leaders instead of dependents. And it strengthens your brand from the inside out. How you lead your team is part of your brand—whether you realize it or not. Cultures that reward intention, preparation, and accountability don’t just perform better; they retain better people and deliver better client experiences.
I have a challenge for you this week.
Start listening for the language around you. When someone asks for permission, invite them to clarify their intention instead. Ask why. Ask what they’ve considered. Step into the role of coach rather than gatekeeper. Over time, you’ll notice something powerful happening. Your team will grow more confident. Your leadership will feel lighter. And your business will move forward with far more clarity and momentum than control alone could ever create.
Leadership isn’t about having all the answers. It’s about creating an environment where others are empowered to find them—and confidently say, “I intend to.”
Originally published on Substack.
Lisa Shorr is a Certified Image Consultant, Business Communication Coach, Co-Owner of a thriving MSP, and best-selling, award-winning author of Your B.R.A.N.D. Unleashed: 9 Proven Strategies That Build Trust and Maintain Lasting Client Loyalty. With over two decades in the IT industry, Lisa specializes in helping MSP and small business owners and leaders develop their executive presence, improve client retention, and become trusted authorities in their field. Through her proven B.R.A.N.D. Method and high-impact coaching programs, Lisa transforms technical teams into confident, client-focused professionals who lead with clarity, connection, and confidence.
