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Core Value: Courageousness

It enables individuals to overcome adversity, to stand up for what they believe in, and pursue their dreams.

3/10/2023 | Paul Kiewiet, Pursuit of Purpose

While most organizations have made a Vision Statement and a Mission Statement two critical ingredients of their business plan, I submit that knowing, having and committing to Core Values are equally important to building a great roadmap to success. In this year’s Pursuit of Purpose, I will be writing about twelve core values that great people and organizations have adopted.

In my personal life, there was a period of massive disruption and loss that left me floundering and confused about who I was and where I was going. In a very simplistic decision, I decided that I was a “Kind” person and I would use that value as a guide post to how I would react to the forces at work in my life and to light my way forward. In my two previous posts this year, I spoke about Integrity and Excellence. Today’s value is Courageousness.

What does it mean for a person or an organization to be committed to being Courageous? Courage is a quality that is essential to living a fulfilling and meaningful life. It is the willingness to face challenges, to take risks, and to act in the face of fear. Courage is what enables individuals to overcome adversity, to stand up for what they believe in, and to pursue their dreams.

Courage is particularly important as a core value because it is required in many situations throughout life. From childhood to old age, people are faced with a variety of challenges that require courage to overcome. Children must have the courage to try new things and to stand up to bullies. Teens must have the courage to be true to themselves and to resist peer pressure. Adults must have the courage to make difficult decisions, to take responsibility for their actions, and to pursue their goals even in the face of adversity.

For organizations, being courageous also is required through many phases of their growth. Particularly courage is required to start a new business. Usually, an entrepreneur starts a business doing what they do best but then in becoming a business owner must begin wearing other hats and have the courage to learn new skills and face new challenges - often unexpected. Throughout the growth period, it takes courage to take on new employees, to say yes to new opportunities and as important the courage to say NO to others.

Without courage, people and organizations can become trapped in a life that is safe and comfortable but ultimately unfulfilling. They may miss out on opportunities for growth and development, or they may fail to achieve their full potential. In contrast, those who embrace courage as a core value are able to pursue their dreams, overcome obstacles, and live a life that is rich and meaningful.

Courage is also important as a core value because it is closely linked to other important values such as honesty, integrity, and perseverance. For example, it takes courage to be honest, to admit when you are wrong, and to take responsibility for your mistakes. It takes courage to maintain your integrity in the face of pressure to compromise your values. And it takes courage to persevere in the face of setbacks and challenges.

In addition, courage is important as a core value because it is contagious. When people see others demonstrating courage, it inspires them to do the same. Courage can create a ripple effect that spreads throughout a community, inspiring others to take action and make positive changes in their own lives.

Courage is also important in leadership. Leaders who possess courage are able to inspire and motivate their followers to achieve great things. They are willing to take risks and to make difficult decisions, even when it is unpopular or risky. This type of leadership is essential in business, politics, and other areas of life where bold action is required.

However, it is important to note that courage is not the absence of fear, but rather the ability to act in spite of fear. Fear is a natural and healthy emotion that serves as a protective mechanism. It is important to acknowledge and understand our fears, but we should not let them control our actions or hold us back from pursuing our goals.

Courage is an essential core value that is required for fulfilling and meaningful growth. It enables us to overcome adversity, to pursue dreams, and to make positive changes in our lives and communities. It is closely linked to other important values such as honesty, integrity, and perseverance, and it is contagious, inspiring others to take action and make positive changes in their own lives. Therefore, it is important for us to embrace courage as a core value and to cultivate it in ourselves and others.

Paul Kiewiet MAS+ is an industry speaker, writer, consultant and coach. He serves as the executive director of MiPPA. Kiewiet was inducted into the PPAI Hall of Fame and the MiPPA Hall of Fame. He served as Chairman of PPAI in 2007. A former distributor, he founded Promotion Concepts, Inc in 1982 and worked with some of America’s most valuable brands including Coca-Cola, Kelloggs, and Whirlpool.
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