Becoming the leader of an organized group was not a goal he sought. That involved a formality and an authoritative role that he did not think was appropriate for him. He simply wanted to foster the idea of brotherhood among people from all walks of life who came to listen to him. He urged his followers to go forth in pairs to preach God's love, and they did. People soon realized that these poorly clothed and barefoot itinerant preachers seemed very happy with their simple life. The idea that one could be happy without owning anything became attractive to more and more people. Rather than fight poverty, they made poverty acceptable, and even more: desirable.
Although he did not want to be seen as special, he at least once did something that looked self-aggrandizing. During the Fifth Crusade in 1219 he went to Egypt to speak directly to the Muslim leader and convert him. al-Kamil was the Sultan of Egypt, and he received this beggar-looking man and listened to him. Supposedly, al-Kamil told Francis that he liked what he heard and would have converted to what Francis was talking about, "but we would both be killed." Francis' "soft approach" to Crusading was more successful than the papal legate's. al-Kamil supposedly gave Francis permission to visit sites in the Holy Land. We do know that Francis went to Acre and then took a ship to Italy. (A sermon by St. Bonaventure in 1267 claimed that al-Kamil had a death-bed conversion due to the meeting with Francis.)
The presence of "Franciscans" was growing more noticeable, and if so many people were going to be wandering and preaching, it was felt there should be some organization to control their message. Let's look at the birth of the Franciscan Order next time.