Dr. Jeffrey Smith, the owner of Thinkenomics, is a retired Colonel with 30 years of service in the United States Air Force. He is the creator of the Profession of Arms Center of Excellence (PACE) that has a strong footprint in the culture of today’s Air Force. We discuss affective learning, leading by example, and shaping healthy organizational culture that creates image appeal and a genuine sense of belonging for its members. Dr. Smith discusses the necessity of intention in engineering a healthy culture for the Space Force. More information on healthy organizational culture: https://www.thinkenomics.com