Teammates must be able to count on each other all the time, and especially when it matters the most. There’s an old saying when it comes to teammates: Either we’re pulling together or we’re pulling apart. Write and publish what you want, but the only missions, values, and ethics that count in your company are those that manifest themselves in all the behaviors of all the people contributing to the organization all the time.

You can’t have different people doing different things based on their own bias or opinions. Either we’re all straining and reaching and driving to attain excellence or remarkability in all we do, with accountability, with discipline, and with intentionality — or we’re not.