By WHAT we refer to the vision that a Leader has with respect to the organization..
By WHO we refer to the followers of the leader who work towards achieving the VISION of the leader..
A level 5 leader first cares about WHO i.e. selecting the right people on the BUS who are sure to stand by thick and thin in pursuit of the WHAT i.e. the vision..
The mistake terrific leaders who fail to achieve Level 5 status do is that they place more emphasis to WHAT and then go for the WHO..Needless to say having wrong people on board makes the VISION go fuzzy after some time..
Adopted from Jim Collins’s book Good to Great..