“Values are like fingerprints. Nobody’s are the same, but you leave them all over everything you do.” —Elvis Presley
Values drive everything. That was true in the Army, and it’s true in every business I’ve worked with since. In The Power of Being All In, I describe Adaptive Leadership as the compass leaders need in turbulent times. Underneath that compass is a bedrock truth: our beliefs drive our behaviors. They reveal who we really are. They shape our organizational DNA.
When we Set the Azimuth—our Mission, Intent, Values, and Cultural Behaviors—we’re declaring what we believe as a team. But if those stated values don’t reflect your personal values, they become empty rhetoric. They become posters on a wall rather than the operating system of a Level Five culture. That misalignment will cost you trust, credibility, and momentum.
The real test is this: Do our values translate into how we behave every day?
Many companies talk about their “Value Proposition”—how their product or service improves the customer’s life. That matters. But the deeper question is whether your values create a lived experience your customers can feel. A belief without behavior is just a slogan.
Think of a company that claims innovation as a core belief. If they genuinely believe it, they should consistently create new value in the markets they serve. They should experiment, adapt, and take well-reasoned risks. If they don’t, customers will see the gap immediately. People always do.
The reality is that many leaders struggle to convert their values into action. They separate belief from behavior when they should be doing the opposite. Values should directly shape culture. Culture should directly influence behavior. And behavior is what the world sees.
Here’s a powerful example from a company I’ve observed closely—one that truly lives its values. They elevated Respect as a core value and defined it simply: “Having regard for ourselves and others.” Then they built three observable behaviors to bring Respect to life:
- We do things on time.
Because punctuality is a form of respect. - We do not routinely interrupt one another.
Because listening is a sign of dignity and professionalism. - We praise publicly and admonish privately.
Because accountability should never come at the expense of belonging.
That’s what a Values Proposition really is—the translation of belief into consistent, repeatable behavioral patterns. It’s how team members know what “right” looks like. It’s how customers know what you stand for. And it’s how leaders build trust in times when trust is in short supply.
The question is: How will you bring your values to life in your culture?
Enjoy the journey!
