Simon Sinek Business author

“Values should be written as verbs. They’re things we do. Innovation is not a value. Honesty is not a value. You can’t walk into someone’s office and say, ‘ Be more innovative!’ or ‘ Be more honest!’ Instead, write, ‘Always tell the truth,’ or ‘ Look at the problem from a different angle.’ Those are values, because values have to be actionable.”

Sinek has written several best-selling business books,

including Start With Why, Leaders Eat Last, and The Infinite Game.