In Animal Farm, the animals have taken over Manor Farm and have valiantly defended their newly-named farm at the Battle of the Cowshed. However, there are already clear signs that the principles of Animalism are being manipulated to suit the pigs and Napoleon in particular.
In chapter 5, the struggle for leadership becomes more prominent as Snowball and Napoleon argue over everything and always want to outdo each other. The dispute over the building of the windmill intensifies and Snowball, recognizing the benefits to all the animals if there is a windmill, wants to generate power from the windmill to warm the stalls in the winter and run various machines from the electrical power a windmill would generate. The animals are intrigued about the potential for machinery to do much of the work for them while they occupy themselves "with reading and conversation."
Napoleon is not happy about Snowball's plans but is unable to come up with another plan and can only discount Snowball's and suggest that the animals could starve if they are too busy building a windmill instead of increasing food production. It is a confusing time for the animals who become divided and split into two groups; one loyal to Snowball and the other to Napoleon. They each have a slogan to try and persuade the animals whether they should side with Snowball or with Napoleon.
Snowball's windmill will eventually ease the workload on all the hardworking animals and their vision of equality will be realized after about a year, according to Snowball. His slogan is "Vote for Snowball and the three-day week." However, Napoleon has a slogan which refers to the need to work tirelessly at increasing food stocks and his slogan is "Vote for Napoleon and the full manger."
These two slogans reveal the very different leadership styles of the two pigs. Snowball sees a future for the farm and thinks of the long term gains for all the animals and the upholding of the principles of Animalism. Napoleon thinks only of his comfort and existing needs. He is not concerned for the welfare of the other animals but wants to ensure that he is not inconvenienced. He is content to let the animals work hard but not smartly and has no strategic plan.