CHAPTER 11  

Be a Value Leader

Strive not to be a success, but rather to be of value.

—ALBERT EINSTEIN,Nobel Prize–winning physicist

VALUES, VALUE, VALUE LEADER, LEAD VALUE

What a difference a single letter can make. In this case, it is the letter “s.” Chapter 10 centered on mission and values, and this chapter is all about stakeholder value.

Let’s look at how the Business Dictionary defines the sizable difference between these two words. First, the plural—values:

Important and lasting beliefs or ideals shared by the members of a culture about what is good or bad and desirable or undesirable. Values have major influence on a person’s behavior and attitude and serve as broad guidelines in all situations.

Contrast that with the singular word— ...

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