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.
Simon SinekWe think leadership is about rank and power, but better to think of leadership as the responsibility for other human beings. That leadership and rank may not go together. So it manifests in this remarkable way.
Simon Sinek