Many companies talk about their values. They use very similar words like respect, trust, innovation, etc. What would happen if companies call their values 'virtues' instead? Would that lead to more differentiation? What would our virtues be? Three important ones are: we like people, we hold our promises, we bring creativity to the table.

 …] wurde Jack Keane, ein General im Ruhestand, den Donald Rumsfeld

immer respektiert hatte, zu einem privaten Meeting mit dem Minister eingeladen. 

Jack Keane: „Wir hatten ein sehr offenes Gespräch. Ich merkte ihm an, dass er frustriert war. Nicht an dem was er sagte, aber an seiner Körpersprache. Er schien zu resignieren. Seine Strategie ging nicht auf und ich konnte das an seiner Körpersprache ablesen.“

When the CEO left the room [after his speech on the company strategy] the group said, "This will never happen - and what's the point anyway?" It was not that they did not trust him as an individual. They did not trust the organization, in part because of its poor track record in pushing things through and making them stick, and in part because they did not believe the board members were united. (The Art of Action, Stephen Bungay, 2011)

The question was put up by Lewis Wolpert, a professor at UCL. He said: "The answer is actually quite simple: Plants don't have brains because they don't have to move." - We find this interesting because there is a link between movement and intelligence. We think that you need movement to communicate your strategy - because, if you move, you will move your audience and provoke their thinking.