Always Plan For The Fact That No

Value Is A Perception Not A Calculation. Value Is Something People Feel, Not Something We Tell Them They Get

Though We May Have Desires Or Bold Goals, For Whatever Reason, Most Of Us Don't Think We Can Achieve Something Beyond What We're Qualified To Achieve. Why, I Ask, Do We Let Reality Interfere With Our Dreams?

When We Have A Clear Sense Of Our Destination, We Can Be Flexible In The Route We Take To Reach It.

The Concept Of Why Is Already In The Vernacular. It Is Now A Noun. "that Company Doesn't Know Their Why." "they Need To Learn Their Why." "that Politician Needs To Understand His Why." We Talk About It As A Noun. That Never Existed Prior To 2009. That Never Existed Prior To 2006 When I First Started Articulating It. This Is The Most Amazing Thing To Me. It Has Now Become A Concept. It's Part Of The Way We Think About Businesses And Transactions And Decisions.

For Values Or Guiding Principles To Be Truly Effective They Have To Be Verbs. It's Not "integrity," It's "always Do The Right Thing." It's Not "innovation," It's "look At The Problem From A Different Angle." Articulating Our Values As Verbs Gives Us A Clear Idea - We Have A Clear Idea Of How To Act In Any Situation.