Valor lies in the middle between the extremes of cowardice and rashness.

When faced with a difficult challenge, many suffer the paralysis of analysis and wind up doing nothing. Burying oneself in a morass of data can make it look like one is carefully studying the issue at hand, yet this often serves as a substitute for a lack of resolve or the experience by which to choose a course of action.

On the other hand, we all know the “Ready…Fire…Aim” people. Those that “do” first, then stop to actually think about the challenge and apply the skills of reason and logic. This rashness can whipsaw an organization by having people go down one path only to have to change course when the challenge has been more thoughtfully considered.

Think. Know. Do. It is always preferable to think through the issues and develop a set of hypothesis or possible courses of action. Taking the time to understand the challenges by allowing sufficient time for research or analysis provides greater confidence in knowing what the outcomes of your actions will likely be.

No one really wants to be led by a coward, and no one really wants to be led by someone prone to making rash decisions. Brave leaders are thoughtful (they think first) and allow their actions to be guided by facts and the experience of others (they know).

Tell me thy company, and I’ll tell thee what thou art.

This quote has particular relevance during this contentious primary season, in which candidates have been quickly judged by the words and actions of their pastors, strategists, advisers and contributors - and even their spouses!  No doubt that we’ll experience even more “guilt by association” charges or scandals once the national campaign gets into full swing.

Perhaps this is the origins of the saying “you’re known by the company you keep” - either way, it certainly speaks to the ease in which we judge people by those they associate with.  Wouldn’t it be nice if we all took the time to seek - and speak - the truth rather than jumping to conclusions?

Facts are the enemy of truth

As a researcher, I love this quote - and it is a great one to remember during the election season. Consider an exit poll by CNN after the West Virginia primary that simply cited the percent of Clinton supporters that wouldn’t vote for Obama and vice versa.

Factual data? Absolutely. What did it really mean? No idea, because the CNN poll failed to take the necessary steps to find the truth behind the numbers - which would have required them to ask “why”. So rather than knowing and reporting the truth, CNN simply speculated and let the bloggers (Must be race! Gender! Because he’s an elitist!) speculate as well. Dangerous and misleading research at its best.

Today’s online polls can gather an enormous amount of facts in a very short period of time. But crunching statistical facts does not mean you have gotten down to the truth of the matter - that takes a willingness to ask more insightful questions and take the time to understand and interpret the meaning behind all of the data.

There’s a popular adage: Separate facts from fiction. We would suggest that you would be much better off to separate facts from the truth.

“I know very well who I am and who I may be if I choose.”

This speaks to the need to truly understand how your customers view you today - and how they may view you in the future if you consistently articulate a clear brand essence. Who you may be requires listening to your customers, and making a conscious decision to focus on one - and only one - positioning idea. It requires sacrifice - yes, you want to tell customers all about your product or company. But what is the one thing that will get their attention? What is the one thing that you truly stand for?

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