The single best machine to measure trust is a human being. We haven't figured out a metric that works better than our own sort of, like, 'There's something fishy about you.'

If we inspire people, they will give us more than we asked for. If we manipulate them, they will give us exactly what we paid for

Leaders volunteer to go first into danger. Their willingness to sacrifice for us is the reason we're inspired to follow.

The creatives are rarely professional and the professionals are rarely creative.

We call them leaders because they go first, because they take the risk before anybody else does, because they will choose to sacrifice so their people will be safe and protected.

Start with why. And work really hard to make sure you're consistent.

Leadership is neither a rank nor a title. It is a choice. The choice to provide care and protection for those for whom we are responsible.