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23 Jan

Character – Leading By Knowing What You Believe

wdmoran Leadership 0 0

We often hear leaders described as having character. What exactly do we mean by character, and why does it matter? The fact is that character can be extremely discomforting to discuss. The challenge is that character is rooted in very personal (and often polarizing) subjects – values and beliefs. It is easy to come across as either self-righteous or irresolute. That said, character is an essential to leadership attribute.

In the second couplet of Rudyard Kipling’s classic poem, ‘If-’ he challenges his readers to act with character. He wrote:

“If you can trust yourself when all me doubt you
But make allowance for their doubting too:”

To “trust yourself when all men doubt you” takes a great deal of courage and self-confidence. Most of all it takes character. Webster’s defines character as “a composite of good moral qualities typically of moral excellence and firmness blended with resolution.” British writer and politician Thomas Babington Macaulay described it more succinctly. He said, “The measure of a man’s character is what he would do if he knew he never would be found out.” Another great description of character comes from the United States Air Force Academy Code of Conduct. It states, “We define character as the sum of those qualities of moral excellence that stimulates a person to do the right thing, which is manifested through right and proper actions despite internal or external pressures to the contrary.” What greater pressure is there than the doubts of others?

How we conduct ourselves defines our character. Our actions demonstrate to the world what really matters to us. What we say we value is often less important than what our actions reveal. When we describe a leader as having strong character, we are acknowledging that her actions reflect her values and beliefs. Conversely, a leader demonstrates weak character when she says one thing and does another, or she acts in ways that don’t convey a consistent message about who she is.

Strong character comes from knowing and trusting oneself. It is an essential attribute for earning and maintaining the trust of those we lead. Character guides us to do what we know is right. The more we demonstrate the strength of our character – by ensuring that our words and deeds are consistent with our beliefs and values – the stronger that trust grows. Character is not moral superiority or sanctimony. It’s about doing what we believe is right regardless of the opinion of others.

Character also means having the confidence to accept the doubts of others. It means being open and curious to understand fully what is causing their reservations. When Kipling wrote, “make allowance for their doubting too,” he was advising his readers to seek to understand the source of others’ “doubting.” When colleagues express misgivings about our actions or decisions, they are giving us the opportunity for self-examination.

It is important to remember that doubt is neither good nor bad. In some cases, doubt may simply reveal that that we are challenging the status quo. In other cases, it may reveal that we are doing something contrary to our core beliefs. Doubt sometimes exposes conflict between two or more core beliefs or values. This is not uncommon. For example, a leader may believe strongly in maintaining an open and honest work environment, yet he may be legally constrained about what information he can share with employees. His values are in conflict, and he must choose what is most important.

Strong character requires emotional maturity. “Making allowance” for the doubts of others doesn’t mean we simply acquiesce to their way of thinking. Rather, it allows us to use their misgivings as a catalyst for increased awareness and choice. If we find that our actions are consistent with our beliefs and values, we can proceed with renewed confidence. If on the other hand, our self-examination reveals that our actions violate our beliefs or values, we can alter our actions. Changing our position can be one of the greatest tests of our character.

Leading with character goes beyond simply having character. Our ability to lead is in large part based on our ability to instill trust in others. Those we lead want and need to trust us. And to trust us, they must know us. That means allowing them to get close. It means sharing and exposing our beliefs and values. Leading with character requires that we make ourselves vulnerable. We are in essence giving others insight into our souls. This can very uncomfortable, especially for those who have not fully explored their beliefs.

In an earlier blog post (The “If 16” Leadership Framework, 1/6/2001), I wrote about the importance of knowing who we are and what we believe. Unfortunately, the process of fully knowing oneself is difficult, if not impossible. Even the most self-aware are unable to articulate a complete inventory of their beliefs. It is an ongoing process of self-discovery. Like leadership, our character will mature and evolve as we grow and learn.

Everyone faces doubt. Self-doubt is among the most common and destructive. We regularly take on responsibilities for which we are ill prepared, and these situations can cause uncertainty and self-doubt. Character, our moral fiber, enables us to trust ourselves even in the face of self-doubt.

Of course, those we lead will also face self-doubt. As leaders, we must help thoem to trust themselves. When we challenge others to step up to a new opportunity, they will likely make mistakes as they learn. Their failures have the potential to erode confidence and create self-doubt. Effective leaders recognize this risk and take steps to restore confidence and trust after a failure.

How do we build and demonstrate a strong character? Here are five steps that one can take to begin the process.

  1. Decide that character matters. The simple act of making character important will raise your awareness of whether your actions are in synch with your beliefs.
  2. Take time to inventory and examine your beliefs and values. Your beliefs and values are your character’s foundation. The process of fully understanding them is unending, so get started now!
  3. Share your beliefs and values. Leading with character means being open and explicit about what truly matters. This means talking about your personal beliefs, your organization’s beliefs and what they mean to you.
  4. Test your actions and decisions. Critical self-examination will help us maintain alignment between our actions and our beliefs and values.
  5. Have the character to act on your self-examination. It takes character to stay the course when “all men doubt you.” It also takes character to change your position. Leadership demands that we be able to do both as the situation dictates.

Leaders trust themselves. They also encourage others to trust. Being a leader invariably means others will doubt us. We may even share their doubt. Success in the face of doubt depends on our ability to remain true to our principles and beliefs. Failures will occur, and we will make mistakes. Character is not about perfection. It is about striving to seek the wisdom to know what is right and having the conviction to do it regardless of the opinion of others.


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I've invited Doug to speak several times at our university and will continued to enjoy doing so. Both students and faculty members love Doug's humility, his comfortable and highly interactive manner, and willingness to share both painful and successful experiences. He comes across as wise yet without a trace of arrogance. I think students almost instantly view him as the type of person they'd like to have as a mentor. I’m confident that those who apply the wisdom he shares will be introduced to new and practical ways of improving their leadership.
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Ph.D., Director, Gilliam Center for Free Enterprise and Ethical Leadership and Professor, Management Department, College of Business, James Madison University
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I've invited Doug to speak several times at our university and will continued to enjoy doing so. Both students and faculty members love Doug's humility, his comfortable and highly interactive manner, and willingness to share both painful and successful experiences. He comes across as wise yet without a trace of arrogance. I think students almost instantly view him as the type of person they'd like to have as a mentor. I’m confident that those who apply the wisdom he shares will be introduced to new and practical ways of improving their leadership.
-Bob Kolodinsky

Ph.D., Director, Gilliam Center for Free Enterprise and Ethical Leadership and Professor, Management Department, College of Business, James Madison University
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
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Doug Moran’s opening keynote address to our annual conference set the tone for the entire event. It was my hope that we would have a speaker who would inspire and encourage our attendees to think and act more boldly about the topic of sustainable mobility, and Doug delivered exactly what we needed. Most importantly, he provided us with concrete leadership advice that we can use to drive positive change. His provocative and challenging words were repeated by many of our other presenters who integrated his leadership messages into their speeches and discussions.
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P.Eng., President ACT Canada
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Doug Moran looks at the practice of leadership from a unique perspective - through the lens of a literary classic. It’s a fascinating way for today’s managers to think about their own leadership brand.
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Although the problems we confront have changed, the fundamentals of leadership remain the same. Recognizing this enduring truth, Doug Moran has created a book that draws leadership lessons from some of history’s greatest figures. If You Will Lead surely will help readers become better leaders.
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Former Governor and Senator, Commonwealth of Virginia
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Few people are born leaders. The rest of us need a guide to help us gain both the courage and competency to lead well. Doug Moran’s book provides a perfect blend of a thoughtful leadership framework and anecdotes from some of history’s greatest leaders to help make his points come to life. If You Will Lead is a great companion for any aspiring executive.
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In IF YOU WILL LEAD, Doug Moran provides keen insights on leadership while drawing lessons from some of history’s great leaders. Moran has taken a complex and challenging subject and created lessons and a framework that can help leaders realize and leverage their strengths.
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Doug Moran’s humane and insightful study reminds us of some of the timeless qualities great leaders need. And even if leaders sometimes have to “govern in prose”, drawing inspiration from poetry is a fine idea.
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formerly management columnist at the FT, now Visiting Professor at the Cass Business School, London, and director of strategy at Edelman in the UK
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Doug Moran did a great job of tying essential leadership attributes to great, recognizable leaders. The attributes chosen are essential traits of good leadership and very well organized.
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former Commanding Officer, USS Dwight D. Eisenhower, CVN-69, and recipient of the John Paul Jones 'Inspirational Leadership Award' from the Navy League of the US.
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This is an engaging primer for anyone committed to becoming a leader at work or in life. Using compelling examples, Doug Moran has provided a valuable series of leadership lessons that are relevant and useful to all of us. This book will make a difference to you and to all who look to you for leadership.
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Professor Emeritus, Darden Graduate School of Business, University of Virginia
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Doug Moran’s book will motivate leaders at all level to strengthen key leadership traits of character, authenticity, integrity and self-efficacy. You will learn tangible leadership techniques and walk along side some of history’s best known figures from Lincoln to Mandela, making this a truly inspirational book.
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Co-author Anytime Coaching: Unleashing Employee Performance Adjunct Professor, Johns Hopkins Carey Graduate School of Business
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I highly add my name of recommendation to the book by Doug Moran entitled If You Will Lead. "One of the great needs in our country and in our world is the need for capable and inspiring leadership. There is, in my judgment, an absence of good leadership as we hear each day of the incessant wrangling among elected officials. We certainly need some new leaders to come forward. This book gives the reader a sense of the qualities of leadership which are so needed today. Leadership is an innate quality. It certainly can be acquired, as long as we have examples which this book gives to emulate." "In my judgment this book is most worthwhile and sorely needed in our world today.
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Bishop Emeritus of Richmond
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
This is an engaging primer for anyone committed to becoming a leader at work or in life. Using compelling examples, Doug Moran has provided a valuable series of leadership lessons that are relevant and useful to all of us. This book will make a difference to you and to all who look to you for leadership.
- R. Jack Weber

Professor Emeritus, Darden Graduate School of Business, University of Virginia.
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I was introduced to “IF” at a young age by my mom, and it is a poem that I keep in my mind at all times as I try to do my job to the very best of my ability here at Butler. Many of the positive lessons in the poem have been very applicable for me. It’s a terrific poem to study for those that aspire to be in a position of leadership.
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Head Coach, Butler University Men’s Basketball Team
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“If You will Lead” brings real insight into the qualities needed for successful leadership. This book is exceptionally well written and provides a true guideline into all aspects that challenge true leadership. Inspiring balanced and well thought out it is a major contribution for those who would lead in our fast changing society.
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At a time when leadership in the world is at such a low ebb – “If You Will Lead” will make a tremendous contribution to the upcoming generation!
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If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
After 26 years on Wall Street, the last 20 of them leading people, I am more aware than ever of the need to level-set your actions and philosophies and always be adjusting to the fast-paced world we live in where change is the only constant. Doug Moran has proven himself to be a forward-thinking leader and insightful assessor of practical practices in an increasingly complex and competitive business environment, having demonstrated a track record of creative and strategic thinking along with successful tactical execution in both the public and private sectors across multiple leadership roles. As one fights off the temptation to become jaded and dismissive of those offering the latest recipe for leadership success, Doug has proven to be one of the few people whose opinions I seek out proactively, knowing that I can count on candid feedback, spirited debate and a collaborative partner when dealing with issues important to me both personally and professionally. If You Will Lead is an important addition to any leader’s short list of practical business reading and will make an immediate positive impact on how one ties effective leadership principles to the future success of their organization.
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Managing Director, Merrill Lynch Wealth Management
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug's book on leadership is a standout. Based on Kipling's poem, "If," the book is thoughtful and comprehensive, pragmatic and inspiring, and grounded in self awareness, which is the fundamental requirement for leadership excellence. This book, with its well-drawn examples of leadership attributes, is in itself a courageous act of leadership. Serious leaders interested in transformation for themselves or their organizations ought to savor it, journal with it, and refer to it often as a way to calibrate, contribute, and create results that matter.
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