When you do it well, it becomes personal Quote: work hard for themselves Quote: win for themselves Quote: when people take personal risk

Quote: cultures form around common values and beliefs Quote: we form trust when we share values and beliefs

Quote: trust emerges when not driven by self-interest

Model: 3 degrees of certainty

Model: Clarity of why, discipline of how, consistency of what

Model: people express who they are with symbols

Quote: people don’t buy what you do

Model: The Golden Circle