Core Values & Guiding Principles

What keeps us strong and mighty.

“Core values are not something people “buy-in” to. People must be predisposed to holding them. Executives often ask me, “How do we get people to share our core values?” You don’t. Instead, the task is to find people who are already predisposed to sharing your core values. You must attract and then retain these people and let those who aren’t predisposed to sharing your core values go elsewhere.



Core Values at PD





Understanding Values at PD

Jun 2023 Presentation




Guiding Principles

Ordered in priority sequence, each principle serves as a foundation to the one after, each complimenting the one before.




Be Grateful 🙏

I choose to witness the wondrous, magnificence of life. I am grateful for all of life’s blessings – those I earned and those I did not.

Gut-check questions

Do I measure the Gap versus the >Gain?1 Am I dwelling on information that doesn’t matter? Do I neglect the bigger picture? Do I understand that life is short and precious, and death looms around the corner?




Take Responsibility 🛡

I choose to take extreme ownership2 of my life, my circumstances, and those in my care. I take responsibility for the weather.

Gut-check questions

Do I blame the world if life isn’t working out like I’d planned? Do I see myself as a victim? Do I allow other people and things to negatively influence my thoughts and emotions? Most importantly, do I exercise control over my thoughts?




Clean Toilets 🚽

I choose to be humble and gritty, I am willing to do whatever is necessary to get the job done.
The mission comes first; social status is useless.

Gut-check questions

Do I believe that certain tasks, or chores are beneath me? Does my Ego3 feel pride in being better than others? Do I shy away from doing the dirty-work?




Study Hard 📚

I choose to study with intent. I am a lifelong learner. Learning is not a passive accidental occurrence, but a long-term strategy fused with deliberate action.

Gut-check questions

Do I place leisure and fun ahead of study and growth? Will my life suffer mediocrity from my lack of studying? Is my level of thinking stagnant or growing too slow?




Be Stronger 💪

I choose to strive to be stronger physically, spiritually, mentally, and emotionally (PSME4). I choose to create feelings, thoughts, and decisions that make me stronger everyday.

Gut-check questions

Do I honour thoughts and feelings that weaken me? Are my beliefs on a particular matter making me weaker? Do I neglect my PSME4 health?




Be Better 🧘‍♀️

I choose to think and act in ways determined to make me better. I strive for excellence in my profession, career, and personal life.

Gut-check questions

Do I neglect necessary action to improve in my field ? Do I fall short of the mark? Did I fail to be better than yesterday? Will I fail to be better tomorrow?




Have Fun 🎉

I choose to have a great time, and have fun. I choose to smile and laugh often. My presence positively influences the environment around me.

Gut-check questions

Do I bring a negative energy to my environment? Do I take things too seriously? Are people happier when I am not around? Do I suck the spirit of joy out of a room?




Ship Value 🛟

I choose to be of value, and deliver value to my family, team, clients, and community. I’m focused on helping others succeed.

Gut-check questions

Is the work I’m doing intended for me and my Ego3, or to bring value to others? Do my efforts deliver perceived value rather than true value?


  1. Gap vs Gain is a Strategic Coach concept
  2. Extreme Ownership is a leadership book written by former NAVY Seals Jocko Willink and Leif Babin
  3. “Ego”, as it is referenced in The Power of Now and A New Earth, by Eckharte Tolle
  4. PSME is based on an upcoming Pixel Dreams book titled Chain – The Order of Things