The Crux of Building a BETTER Business

Hanging out in The Narrows at Zion National Park in Utah.

If you want to build a better business, you start with better leadership.

To me, that means being the kind of leader who lives by strong, meaningful values.

Words like integrity, empathy, kindness, honesty, and transparency come to mind.

These aren’t just buzzwords—they’re the foundation of what we call conscientious leadership.

These values shape everything: how leaders show up for their teams, how they treat customers, and how they engage with the community and other stakeholders. Every decision, every conversation, every interaction is guided by them.

Great leaders don’t just talk about values—they live them.

They hold themselves and their teams to high standards, knowing that accountability starts at the top. When they make mistakes, they own them. They learn, adapt, and keep moving forward.

It’s not about being perfect.

It’s about being consistent, genuine, and committed to growth—for themselves and for the organization.

That’s why values matter. They don’t just make better leaders.

They build better businesses. 

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