The Twelve Core
Action Values
Joe’s Notes
Created by Joe Tye, CEO and Head Coach
Values Coach Inc.
Copyright © 2010, Values Coach Inc.
1. Intros
2. Handouts
3. Grad school for life
4. U & E Values
5. 1-6 and 7-12
6. CAVs & RICE values
7. Gym salesman 
Core Action Values 1-6:
Laying a Solid
Foundation
Authenticity
1. Greatest triumph
2. Corporate lawyer
3. LFH experience
4. WDYD? – You are a moving target
5. If every job paid the same…
6. Bridge to who you are
Self-Awareness
1. Begins with who not: roles, moods, past,
opinions of others
2. Strengths vs. weaknesses
3. Do not compare
4. 360 self eval – not a good listener 
5. Journal = high leverage quadrant 4
Self-Mastery
1. Meet YOWE
2. ITFP
3. Reference group
4. SLBs and SILs
5. Negative ST = mental graffiti
Self-Belief
1. Don’t settle for anemic dreams
2. Low self-esteem is an excuse
3. Pyramid of self-belief
4. Self-defining metaphors
5. Not arrogance
Self-Truth
1. Accept yourself for who you are
2. But work on the warts
3. Take total respty for circs & outcomes
4. Use DDQs
5. Paradox 1 = out of CZ (Spencer Tracy)
6. Paradox 2 = more likely to succeed
Integrity
1. Trust is an outcome
2. Cannot win long term w/o integrity
3. Just a word at Enron
4. “Integer” – same person in dif settings
5. Always a gap, never painless
Honesty
1. Begins with self – we rationalize
2. The “I can’t” lie
3. Honesty is active – not just not lying
4. Just because you believe something
5. Fear motivates dishonesty (Deming)
6. Know when to shut up (hairdo)
Reliability
1. It’s a habit – build before you need it
2. Under-promise and over-deliver
3. Be consistent where counts (mgr, parent)
4. Avoid debt and procrastination
5. Eat the frog first
6. Turn Pro (Pressfield)
Humility
1. Level 5 leadership
2. Paradox of servant leadership
3. Give credit, take blame
4. Be interruptable
5. Invite criticism
6. Root of the word – all children same God
Stewardship
1. No free lunch (or movie tickets!)
2. Chief Seattle & culture of MSI
3. Frugality, productivity, conservation
4. Dave Ramsey & Julie Morgenstern
5. Do more with less
6. Reduce, reuse, recycle
Awareness
1. Autopilot to Lincoln ?
2. Key to success: sales, care, career
3. Temporal & spatial attention
4. Inner awareness
5. Travel light & enjoy the journey
6. Stand on one foot
Mindfulness
1. All emotional pain caused by lack
2. “Pay” attention
3. Learn past, plan future, live present
4. Meditative practices
5. More, not less, in the world
6. Soul vs. ego
Objectivity
1. See world as it really is
2. Opinions, beliefs, and principles
3. People look for facts to fit beliefs
4. Distorting lens of ITFP
5. Gut vs. intuition
6. Play the Reporter Game
Empathy
1. Commiseration, sympathy, empathy
2. Mutuality in AA
3. Social radar – Daniel Goleman
4. Mary Kay & MMFI – AZ hospital ER
5. Be a Dionarap
Reflection
1. No one on deathbed = more TV
2. Silence is good for the soul
3. Prayer – Tevye and Gilda Radner
4. MoM & PoG
5. 2 detachments – 2 freedoms
6. You never FIND time for it
Courage
1. No fear, no courage (2 jail bars)
2. Reaction, decision
3. Anxiety, fear, and worry
4. 3 bad things: memory, perception, vision
5. Fear an ally: not ready, wrong path
6. Sacred anxiety – a guide to MtB
Confrontation
1. RPM, Billy, & Chief Bromden
2. Give it a name (or number)
3. Talk back to it – lion roar
4. Irrational fears (Buckle Up!)
5. Anxiety-Perf Curve
6. Faith = ultimate antidote
Transformation
1. Terror and exhilaration – em. energy
2. Change your metaphors (tank, hang,
blood, net, chicken)
3. SWA vs. United post 9-11 – U-571 lesson
4. Forrest Church: we don’t feel courage
5. Mark Twain & the “as if” principle
Action
1. Og Mandino
2. Positive vs. wishful thinking
3. Research as action
4. Death of the fear is certain
5. Dare most when times are darkest
6. Keep moving!
Connection
1. Caring is the root of courage
2. Edward Hallowell Worry book
3. Best friends made in support groups
4. Dionarap Take 2 – distrust 1st impression
5. Eliminate silo effect
6. Support group environment
Perseverance
1. Perseverance = decision every day
2. Every great accomplishment once…
3. Bad things do happen to good people
4. Brick walls are not there to stop you
Preparation
1. Obstacles are not optional
2. Prepare like fire dept
3. Stamina (sleep, diet, exercise, hydration,
breathing, habits) – Samurai Paradox
4. Prepare for worst, expect best
5. Avoid analysis paralysis
Perspective
1. Best or worst? – problems & Predicaments
2. Everything can look failed in middle
3. 23rd Psalm – keep walking
4. Motion picture vs. snapshot
5. No such thing as false hope
6. TGAoT
Toughness
1. Robbins – ability to endure frustration
2. WC: bounce one failure to another
3. “Should” before “Want”
4. Don’t play victim, martyr roles
5. Don’t lie to yourself
6. Confront spoiled brat – tuff w/ not on
Learning
1. Four good things
2. Good for character (A.M. Lindberg)
3. Most important lessons
4. One door closes (Last Chance Mine)
5. The people you meet
6. Nietzsche was right
Dirt bag story
Faith
1. Not religion (but wisdom in every…)
2. Faithful = fidelity + trust
3. Four pillars: self, others, future, power
4. Graebel moving company story
5. Greatest power in history (Hawaii)
6. William James to Ann Armstrong
Gratitude
1. Whining is the anti-prayer
2. Choosing to see best, to see blessings
3. Gratitude  Optimism  Achievement
4. If you live in America…
5. Gratitude is reflected in giving
6. Make a “joy list”
Forgiveness
1. Every major spiritual tradition
2. Grudges = prison, poison (I Ching)
3. Reduces anxiety & depression
4. Support group for parents killed kids
5. Self and God (Kurtz & Ketchum)
6. Bury a rock in the desert (Big Bend)
Love
1. The Beatles – not a mushy emotion
2. SWA & Colleen Barrett story
3. Tim & Cindy story
4. How much “love” is in your calendar?
5. Hate makes people stupid
6. Increase love by giving it – hug metaphor
Spirituality
1. Who dies w/ most toys is still dead!
2. Faith, health, healing (placebo effect)
3. Diane Tice research prayer anx & depn
4. Have a sacred place (Grand Canyon)
5. EaM but no DL (John Kennedy Toole)
6. Honor faith of patients
Interlude for
The SelfEmpowerment
Pledge
Core Action Values 7-12:
Taking Effective
Action
Purpose
1. WDYD? icebreaker
2. On purpose – McZen – LBJ – bees buzz
3. Calling, mission, and purpose (NM,NM)
4. Flow and quota busting
5. Purpose statement (rewrite old scripts)
6. Whatever your hand finds to do…
Aspiration
1. Kid – what want to be when grow up
2. Am. Dream – lottery, lawsuit 
3. Rural mail carrier
4. Having, Doing, Being
5. Problem #1 with “The Secret” = work
6. Expect a miracle!
7. Dealing with dream stealers
Intentionality
1. Monomaniac with a mission – Joe Diffie
2. Do or do not – no try (FN on excuses)
3. A bias for action (Iacocca – cut off top)
4. Discipline of prototypes
5. Urgency plus patience
6. Healthy dissatisfaction
Selflessness
1. It’s not about you – Rick Warren
2. David’s House story
3. Kroc – “you win then I win”
4. Foundation of teamwork
5. Michael Jordan story
6. Oak tree grove in Solon
Balance
1. Avoid double bind situations
2. Or  And
3. From balance to integrate
4. Creativity = intelligence having fun
5. Avoiding tyranny of the urgent
Vision
1. Porsche dream story
2. J. Swift & Proverbs
3. Walt’s last day – Roy & D’world
4. Vision & visualization – noun & verb
5. MotF – lot of people like you! – 2nd b’day
6. Vision is a muscle
Attention
1. Platform for future dreams – Seligman
2. Turn off the tragi – tainment
3. You won’t “know it when you see it”
4. BHAG paradox: More likely, same risk,
platform bigger
5. 5 tools (comp, mg, mag, flywheel, SP)
6. Dreamcyclopedia
Imagination
1. Katie
2. Questions > answers
3. Creative ideas adaptations – Amazon.com
4. Garbage can theory of intelligence
5. Don’t waste on worry and fantasy
6. Lucid dreaming and subconscious
7. Write your own horoscope
Articulation
1. Steve Jobs – reality distortion field
2. Telling your story
3. MLK, JFK
4. Dialog toward goals
5. 6-As: Articulate, Affirm, Ask (Aladdin
factor), Act (5 a day rule), Adapt, Authent
Belief
1. A force of nature
2. MVH at NFNQ conf (BHAG reinf by action)
3. See it when you believe it
4. TBSS – incremental belief creation
5. Who else has done what you want to do?
6. Collective belief
Focus
1. Dorothea Brande – no one on deathbed
2. If trouble with time or money – start here
3. Dorothy poppy fields – RBADD culture
4. The water cooler is deadly to focus
5. Triage your goals and priorities
6. Pareto Prison
Target
1. Be clear about what you really want
2. Don’t chase what you don’t want
3. The real cost of a new TV
4. Fewer targets, more likely to hit
5. Fewer goals at once, more over time
6. Having fun vs. being happy
7. Target that you can control
Concentration
1. The Shallows problem
2. One Big YES – lots of little No’s
3. Creativity requires concentration
4. Diversified interests, focused goals
5. Breaking out of 80-20
6. Sitting on a thumb tack
7. Keep two lists
Speed
1. Grocery shopping: the 4-get formula
2. Moving faster, less likely distracted
3. Speed is a logarithmic function
4. A state of mind – 2-time yourself
5. The day before vacation
6. Does not mean taking shortcuts
Momentum
1. Louis L’Amour novels
2. The learning curve
3. Combat entropy – Zig – “Now what?”
4. The leader’s best friend (Maxwell)
5. Urgency + patience
6. Golden half hour B4 bed – tomorrow to do
Enthusiasm
1. Master value
2. Terminal prof’ism & Dilbertism
3. Catalyst for SFPs
4. Emotions are contagious
5. The hidden ingredient of hi productivity
6. Rituals – Texas Roadhouse
Attitude
1. Attitude is everything (almost)
2. Passionate + optimistic + cheerful
3. Dilbert Disease
4. Mental computer
5. The Pickle Pledge
6. The Pickle Challenge
Energy
1. Energy is life
2. A choice – Ed McMahon
3. Nobel Prize for create energy by using
4. Cheap energy (red bull) vs. lasting
5. Energy faucet vs. energy drain
6. “69 Actions” special report
Curiosity
1. Two year old – why? – The 5 Whys
2. Beginner’s mind
3. Antidote to stress & boredom
4. Fear = learning disability if no questions
5. Google and Wikipedia
6. McZen – questions and clues
Humor
1. HQ > IQ (Harvard U study)
2. Laugh clubs & laughter therapy
3. Laugh for no reason
4. Christopher Reeve & Patty Wooten
5. Laugh at your Self
6. Derogatory is not humor
Service
1. Work is love made visible
2. Wealth, work, wisdom
3. Service recovery – united breaks guitars
4. RAK movement
5. Rafe’s Law
Helpfulness
1. Two defns: assistance, friendliness
2. Mr. Holland’s Encore
3. JD as floor
4. Tom Peters: you are your projects
5. Becoming indispensable
6. Does not mean doing it for them
Charity
1. King Midas vs. Johnny Appleseed
2. Gratitude + compassion + generosity
3. Don’t wait until you are rich
4. Problem #2 w/ “The Secret” = stuff
5. Suing the church!!!
6. Extravagant generosity in small ways
Compassion
1. What’s in a hat?
2. David’s House
3. Emotion + Action
4. Non-judging
5. Charisma and mutuality
6. Lost causes only ones worth fighting for
Renewal
1. Cannot pour from empty pitcher
2. Practice Golden Rule in reverse
3. Renewal rituals
4. Neuro-attitudinal positioning
5. Be a status contrarian
6. Crisis = time for renewal
Leadership
1. If you work on 1-11, will become…
2. Takes people to a place…
3. Level 5 leadership
4. Transactional and transforming – JMB
5. Mgmt = JD, leadership = life decn
6. Leaders teach values !!!
Expectations
1. Gandalf & Bilbo – successful athlete
2. Replace OR with AND
3. Behavioral expectations from values
4. Hawthorne effect
5. Transcendent sense of purpose in team
6. Keep raising the bar
Example
1. Start by living the 12 CAVs
2. FILO – Palmatch
3. Post The Pickle & S-E Pledges
4. Give up certain “freedoms”
5. Willing to take risks & to fail
6. Invite feedback – and mean it
Encouragement
1. Back trouble?
2. Encourage others in their dreams
3. The power of stories to inspire
4. Appear where most needed, least expected
5. Know when to shut up (after delegating)
Celebration
1. O’Toole – the cheer in leading
2. SWA culture
3. Any excuse for a celebration
4. A spirit of community
5. Golden banana & Queasy Eagle
6. Leader’s legacy
Wrap up
1. How to start a movement video
2. Character is destiny (values = character)
3. See one, do one, teach one