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Mastering the Principles of Values-Based Leadership

Leadership is a complex skill, and successful leaders need to be able to balance the demands of their team with the needs of their organisation. Mastering the principles of values-based leadership offers a way for managers and leaders to actively prioritise values that are essential for success while leading ethically and responsibly. By understanding these principles and how they contribute to successful business outcomes, leaders can develop an effective strategy for leading their teams toward an alignment of shared values and ultimately, greater success.

Mastering the Principles of Values-Based Leadership

Becoming a values-based leader is an essential part of running any successful business. By understanding and implementing the principles of this style of leadership, you can empower a team that will help your business succeed and grow. This article will take a closer look at what it means to be a great leader and why it is important.


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What is values-based leadership?

This approach is not just an idea or a set of clichés; it’s an intentional, purposeful way to make better decisions. Leadership that embodies the company's values with honesty, is authentic, sincere, and conducive to team unity and success.

Four essential principles guide the philosophy:

  • Self-reflection

  • Balance

  • True Self-Confidence

  • Genuine Humility

Adhering to these principles on a day-to-day basis enables leaders to better influence organisational dynamics while creating strong relationships built on trust from within the workplace environment.

What is values-based leadership?

This style of leadership is an essential part of creating a successful business or organisation. It involves looking within yourself, striking a balance between honouring your strengths and acknowledging areas for personal improvement, having true confidence in your abilities and knowledge, and being humble enough to work with others as part of a larger team. These four core principles form the foundation of values-based leadership and can help lead to improved job satisfaction and productivity. By connecting with these four principles within ourselves, as leaders, we can build successful organisations that improve lives.

Self reflection in leadership

Allowing leaders to evaluate the impact of their decisions and challenge themselves to reach higher standards is an integral part of a values-based approach. Through self-reflection, seasoned leaders take a look at their thought processes, actions and results to identify strengths they can double down on and the benefits they bring, as well as areas they could improve on.

This process helps them stay in tune with their core beliefs and purpose, as well as gain insight into how to be better leaders for their community or organisation. Objectively reflecting on their decisions, patterns and relationships with colleagues encourages personal growth and improvement that directly benefits the cause they champion.

To truly optimise this process, use self-reflection for active improvement by asking yourself questions like "what am I doing well?" and "how can I do better?". Make it part of your daily routine so that you can practice self-awareness and stay true to yourself and your core values.

Finding Balance

Strong leaders recognise the value of balance. They can view situations with multiple perspectives while staying rooted in the values they are driven by. By understanding each and every member of the team, you can tap into individual strengths to achieve maximum results.

Finding Balance is a cornerstone of Values Based Leadership

Values-based leaders are the epitome of balance, both within their team and in the decisions they make. They understand the importance of cultivating diversity of thought and allowing everyone's ideas to be heard. This guides them to know when to put themselves in the lead and when it is best to stay back and let others take charge. At the same time, this balanced style of leadership lends itself well to decentralising decision-making and people will feel more secure with improved cohesiveness and willingness to work together.

Understanding True Self-Confidence

To have a successful leadership style, true self-confidence must be part of the equation. This is a confidence that comes from within, rather than from an external source.

Understanding and embodying this type of self-confidence involves reflecting on personal values and beliefs, knowing what makes someone unique, and being firm in those beliefs even if challenged by others. Having true self-confidence in your values provides the foundation needed for effective leadership that inspires, motivates, and encourages others. Knowing yourself as a leader allows for clear judgement and creative problem-solving under any circumstance; an invaluable asset to any business.

True self-confidence requires more than just an outward persona, it starts on the inside. Understanding yourself and trusting you can bring clarity to what’s important, recognising strengths and weaknesses, and fostering acceptance of how things are. Being secure with who you are can then open up a path to understanding externalities - be it peers, clients, or suppliers - and how those elements properly align with your beliefs and mission. Owning the process of honest observation, continuous learning, introspection, and creative problem-solving paves the way toward sound decision-making and ultimately true self-confidence in your leadership.

Displaying Genuine Humility

A leader who displays genuine humbleness in their leadership can positively influence any situation.

Good leaders understand the importance of putting their beliefs and values into action and strive to have those values define every decision they make. It is a sign of strength, humbleness and courage and highlights the fact that a leader is not infallible and that they are open to feedback from others, engendering trust from employees as it shows respect for peers and colleagues which can create a collaborative environment that puts value on individual contributions. Being humble in leading with your values speaks volumes about the kind of leader you are striving to be.

Displaying Genuine Humility as part of Values Based leadership

Genuine humility involves understanding, reflecting upon, and accepting our limitations and mistakes, as well as recognising the strengths of others. It helps us develop an openness to criticism and feedback, allowing us to approach our activities with an attitude of continuous learning and improvement. Ultimately, it increases our social capital by inspiring respect from those we interact with and building trust-based relationships through honest communication. Remaining humble can provide a strong foundation of energy to bring clarity and purpose to whatever mission we are pursuing. It contributes to a work culture that embraces collaboration, innovation and accountability.

Benefits of Values-Based Leadership for Businesses

This approach can be an incredibly powerful tool for a business. It seeks to imbue its culture with a clear and consistent mission and vision that is integral to the success and growth of the organisation. By encouraging your employees to incorporate these values into their everyday work, you can experience greater productivity, improved workplace morale, higher job satisfaction, and deeper customer relationships.

Values-based leadership is particularly helpful in guiding businesses through periods of rapid change by helping them stay focused on long-term goals. If businesses hope to thrive and remain competitive in today's ever-evolving marketplace, a conscious effort must be made to prioritise the importance of a common set of values.

Benefits of Values-Based Leadership for Businesses

Recruitment and retention can see a noticeable improvement as it creates an alluring environment in which employees feel inner satisfaction when working, driven by the knowledge that their efforts are conducted in line with the company's values. Ultimately, this type of leadership instils trust between those within the organisation and its customers, making it essential for businesses to succeed.

How to Become a Values-Based Leader

Adopting this leadership style involves imprinting your core beliefs into your everyday work to create an ethical, successful team. It typically begins by assessing your personal values to determine what matters most to you as a person and as a leader. To continue on the path of living out these values, identify areas where they can be put into practice - such as in making decisions, communicating or motivating team members. Use these moments to showcase your sincerity and authenticity by demonstrating these values through lived experience. Encouraging your team members to embrace their own unique set of values is another great way to demonstrate leadership based on aligning individual goals with company values as part of a collective culture of success.

Tips for developing leadership skills:

  1. Read books and articles related to the topic - Staying up-to-date on the latest trends is key to being an effective leader.

  2. Network and engage with other leaders who can provide perspective and growth opportunities.

  3. Mentor or be mentored – having someone who believes in your abilities and encourages you can help build confidence in your leadership abilities.

  4. Take a step back and really look at your leadership style and the factors that influence it. Analyse all of the factors that contribute to your leadership style. Try using this personal leadership canvas, and answer the questions as honestly as possible to get a good overview of your leadership style.

Tips for developing values based leadership skills by Two Marketing

Leadership isn't just about having big ideas or making tough calls - it is also about setting an example through living our core values each day and inspiring others within your business to do their best work towards achieving those same goals. A successful leader needs both confidence and vision but also an understanding of how important it is to lead based on established values. If you are looking to become a great leader, start by mastering the principles of values based leadership.


Here at Two Marketing we are full-service marketers with an important mission: To help local brands become ethical leaders in their marketplace.

We believe that when businesses focus on communicating their values, they create better relationships and a stronger standing among customers and peers. With years of experience developing cutting-edge strategies, our team of marketing experts can work with you to achieve your goals quickly and efficiently. Whether you’re just starting out or have been around for decades, we guarantee we can help take your brand to the next level. Get in touch with us today to find out how!

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Values-based leadership is all about taking action to bring about positive change in the world and making a difference in people’s lives. It’s about setting an example for others and inspiring them to do the same. If you have something valuable to say, now is your chance! Leave a comment and join us in this discussion. Let's come together to share our thoughts and insights into values-based leadership so that we can all learn from each other.

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