In this episode of the DeadThree Coaching Show, we go deeper than the typical “values on a wall” conversation. Values aren’t just inspirational words slapped on a mouse pad — they’re the standards you live, the non-negotiables that guide your actions, and the silent forces that either strengthen or erode your culture.

I share a personal story from my own community — about a man whose life embodied service, sacrifice, and togetherness without ever needing to announce it. His actions, not his words, made his values crystal clear. That contrast raises the tough question: are the values you claim really your core values—or are they just aspirational words you hope to live up to?

👉 Inside this episode:

• The four types of values every leader must understand: Core, Permission-to-Play, Aspirational, and Accidental.
• Why “permission to play” values like teamwork and integrity are the minimum price of admission, not your differentiators.
• How accidental values (like rewarding last-minute heroes) creep in and quietly sabotage your culture.
• Why clarity is everything: vague one-word values like “teamwork” or “service” leave too much room for confusion.
• The tough audit leaders must do: which values are actually lived out—and which are just tolerated or aspirational?

We’ll finish with the challenge: identify your three to five true core values—the ones you refuse to waver on, the ones that define your team in every moment. Because at the end of the day, you don’t rise to the level of your aspirations. You fall to the level of your values.

Because remember: you get what you tolerate.

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