Core values play a fundamental role in leadership. They serve as guiding principles that dictate behavior and action. For leaders, adhering to these values helps to cultivate trust and guide the organization towards its vision. Let's delve deeper into the importance of core values as the foundation of leadership. It is more than just words on paper. They serve as the foundation upon which effective leadership is built. Leaders who truly internalize and act upon their core values can foster organizations that are trustworthy, resilient, and successful, just like our guest for today, Bobby Nicely, Billy Siple and Rob Lindstrom also known as 3AM (3 owners of Alcova Mortgage). They breathe and live with their core values that makes them a successful organization.