Norman has his Thunderbolts. Or rather, he had them until Dark Reign ended. He maintains leadership not as a team player but as an overwhelming leader. He likes commanding, not cooperating, but he does it in such a way that is not nearly as domineering nor as neurotic as Doc Ock. Otto is pretty self-absorbed, but there's no doubt he's much more a team player than Osborn, who's so up his own ass and is honestly kinda nuts.
I'd say Osborn's motivation has always been his inherent need for more power. As an industrialist, he was ruthless, so it stands that in his Goblin persona, he would also be ruthless in crime in a bid to come out on top always. I don't quite understand how he lost bits of his personality like how he genuinely seemed to care about Harry after the first time he lost his memories, but maybe we can chalk that up to him straight up getting his mind more poisoned by the Formula. He has a seething hatred for Peter by the time he comes back and I think that's what transforms his character from "power hungry" to actively working against Peter himself, seeing him largely as a surrogate son since Harry had died by that time and he never seemed to love him anyway.
Even during Dark Reign he had nightmares about Spider-Man, so it can be surmised that he's still salty about 1) not being able to turn Spider-Man and b) having Spider-Man always beat him and having been the first obstacle on his way to more power. Previously undeterred, now Spider-Man is always in his way.