“Do. Or do not. There is no try.”

Master Yoda to Luke Skywalker – The Empire Strikes Back

The quote from Yoda in ‘The Empire Strikes Back’ reminds us that to succeed, you first need to commit to something. It makes one wonder where this might be practiced in organizations. How people stand by their organization’s mission, vision, and values is critical. How they live what they preach (professionally, at least) is at the heart of everything. Not just ‘talking the talk’ but ‘walking the walk’ is essential if you want your staff to follow you, build trust, and be engaged. The same holds for your customers, too. It may well be that, of all the skills needed in this ‘AI’ decade, the ability to stand by the mission, vision, and values of the organization, to give witness, is perhaps the hardest skill that employers are looking for. Imagine the CEO of a major car manufacturer driving the competitor’s car to and from work? There is a real disconnect here. In effect, it creates what Anthropology calls a ‘moment of rupture’, a break from the expected. Ruptures bring change, and if the rupture is significant enough, it can create a cut-switch for the organization, much like a circuit breaker in an electrical circuit.

In 2004, Roger Corbett, then CEO of Woolworths Group Ltd (1999-2006), one of Australia’s largest retailers, wrote an article for ‘Management Today’. The article focused on leading by example and embodying the organization’s mission, vision, and values. It highlighted the impact of small actions. For example, Roger expected every employee to wear their Woolworths name badge, whether they worked in the head office or in one of the company’s many stores. How serious was he about that? He wore the badge, confident that if he, as CEO, did, others would too. It made people easily identifiable, helped break down barriers, and promoted communication. It was a way of saying, ‘I belong to this company!’ Leading by example is an effective way to encourage employee engagement. After leaving the CEO role at Woolworths, Corbett became the Governor: Corporate Services at the Reserve Bank of Australia, until 2015.

“We are all employees of the business, we all need a job, and we are all dependent on the success of the business. If a boss works harder than anyone else in the business, and sets an example in his own working life and the way he does things, then the more likely it is that his colleagues will do that and the more likely staff down the line will do that. The less hierarchy that is associated with privilege, the more a boss can be related and seen as part of the business, moving around the business with a grasp of what is happening.”

Corbett, Roger. (2004). ‘Leading by Example: Roger Corbett’s Formula’ in ‘Management Today’ (2004). North Sydney: New South Wales. Australian Institute of Management. p6.

By leading by example, the leader begins to give witness to what the organization is about. They embody not only the mission and vision but also the values. This notion of witness is often found in faith-based organizations, such as Church schools, hospitals, and charities. In this context, giving witness to sacred texts and teachings highlights the importance of standing by what matters. For secular organizations, it means taking the foundational documents that matter: mission, vision, and values, explaining them and ensuring they are understood, and then living them professionally for all to see and follow.

One reason this is so important is that it provides transparency and clarity for your leadership. In the 2022-2027 Strategic Plan from the Los Angeles County Public Works Department, they clearly articulated that their values are the reason for action and, importantly, provide transparency and accountability for what they do.

“Values are the underlying principles through which we act to achieve our Vision and fulfill our Mission. They define the fundamental ethics and behaviors that guide the actions and decisions of the Public Works team. Applying our Values in our actions will ensure shared commitment and

trust throughout the organization and in our relationships with customers and stakeholders.”

Los Angeles County. (2023). Los Angeles County Public Works Strategic Plan 2022-2027. Alhambra: CA. Public Works Los Angeles County. p5. 

The statement “applying our Values in our actions…” implies that the values of an organization should be present in the actions of its leaders and workers. This ranges from policy settings through to operational work. It is in giving witness and being a professional exemplar to this, that alignment between what is aspired to and what occurred takes place, and excellence starts to happen. Tom Peters in 2022 noted that “excellence is the next five minutes.”

(See: Peters.Thomas, J., Green. Nancye. (2022). Tom Peters’ Compact Guide to Excellence. Washington D.C. USA:  IdeaPress Publishing. p318).

When this happens, staff may feel they are on the path to flourishing at work. Giving witness, leading by example, and modeling expectations are related actions. They often point to one another and, in turn, create a greater reality. That said, witness is the internalization of the values exemplified in modeling and in being an exemplar. Knowing who the wisdom leaders are who give witness to the formation and development of a community in which these values are shared and experienced.