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Courage Is Contagious: The Institutions Choosing Integrity Over Fear
What we’re learning from the universities, companies, and coalitions that are holding the line—and why it’s changing the game for leadership.
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Lately, something remarkable has been happening.
In a time when trust in institutions is eroding—and fear, backlash, and political pressure are high—we’re seeing sparks of something different: courage. Not just from individuals. From the institutions themselves.
Coalitions of universities are banding together to defend core values like academic freedom and civil rights. Publishing houses are standing behind public libraries amid growing book bans. Businesses like REI are publicly acknowledging when they’ve lost sight of their values—and trying to make it right. Even corporate leaders like Costco’s CEO are making headlines not for profit margins, but for the clarity of their values and the culture they protect.
None of these choices are easy. They come with backlash. With boycotts. With risk. But still—these institutions are choosing integrity. Not because it’s safe. But because it’s right.
This week, we’re exploring what this wave of institutional courage is teaching us about leadership. Because in a time of fear and division, the leaders who stand for something bigger than themselves aren’t just holding the line—they’re building trust. And trust is the foundation of all sustainable business—and a functional society.
3 Reflections on Leading with Integrity in Uncertain Times
1. Values Don’t Just Signal What You Care About—They Clarify What to Do.
When stakes are high and pressure’s mounting, leaders don’t need more polish—they need a compass. The most prepared leaders in this moment aren’t just reacting in real time. They’re responding from a place of deeply held conviction. If you haven’t already, now is the time to get clear on your own.
What to ask yourself: Where am I still waiting for a perfect answer, when I could be taking a values-aligned stand?
2. Integrity Speaks Loudest When It Might Cost You Something.
It’s easy to say the right thing. Harder to do the right thing when it puts revenue, reputation, or relationships at risk. But silence is also a signal—and increasingly, your stakeholders are paying attention.
What to remember: People notice who shows up, who goes quiet, and who’s willing to be seen doing the hard thing. The cost of action is real—but the cost of inaction is trust.
3. Consistency Builds the Kind of Loyalty You Can’t Buy.
The institutions that are winning trust right now aren’t flawless. They’re congruent. They say what they believe—and back it up when it counts. That kind of alignment builds something algorithms can’t measure: emotional credibility.
What to try: Audit your org’s “say-do” gap. Where are we making values-based claims that aren’t fully backed by action? What’s one visible move we could make to close that gap?
10-Minute Takeaway: Integrity Under Pressure
If you’re in a senior role—but not quite at the top—you know the squeeze. You’re asked to deliver results, uphold values, and navigate pressure from every direction. It’s a complex, often thankless seat to be in—and it’s exactly where integrity matters most.
This week, take 10 minutes to check in with yourself:
1. What value do I want my leadership to reflect—especially in hard moments? Not your company’s core value. Yours.
2. When have I recently upheld that value, even when it felt risky or uncomfortable? What was the impact?
3. Where am I currently navigating a tension between performance and principle? Think: tough feedback you’ve been avoiding, decisions you’re not challenging, silence you’ve kept to maintain harmony.
4. What’s one action I can take this week to lead with more courage and clarity? That might mean asking a braver question in a leadership meeting, naming a misalignment, or advocating for someone who’s not at the table.
This isn’t about grand gestures. It’s about consistent, values-aligned choices that build trust from the middle out. The institutions we admire right now? They didn’t suddenly become courageous. They practiced. So can we.
What We’re Reading & Listening To This Week
This week’s theme is institutional courage—and the kind of leadership that stands tall under pressure. These reads and listens remind us that values aren’t just nice-to-haves. They’re strategy. They’re culture. They’re the connective tissue that holds trust, meaning, and resilience together.
1. Costco’s CEO on Why Integrity Pays Off | WSJ
WSJ’s interview with Costco CEO Ron Vachris is a masterclass in values-led leadership. From low turnover to big brand leverage, this is what happens when culture and consistency drive business. Watch the interview.
2. Dr. Christie Smith on Leading in Disruption | People and Projects Podcast
In this wide-ranging conversation, Christie talks AI, distributed work, and what it really means to be a human-powered leader in a high-tech world. Listen here.
3. What the Return-to-Office Debate Misses | MIT Sloan
Hint: Employees aren’t a monolith. This piece challenges leaders to co-create cultures that reflect real needs—not outdated assumptions. Read the article.
4. The Gen Z Standard | Fast Company
Private equity CEO Graham Weaver on why Gen Z is demanding more—and why that’s a gift, not a threat. Read the piece.
A Dose of Humanity
All this toil [is about] slowly molding yourself into the strong person you want to be. It’s to expand yourself through challenge, steel yourself through discipline and grow in understanding, capacity and grace. The greatest achievement is the person you become via the ardor of the journey.
There’s something quietly radical about choosing the hard thing—not for applause, but for alignment. David Brooks’ recent essay is a love letter to purpose, persistence, and the quiet joy of doing what matters, even when it’s hard. If you’ve been wondering whether it’s worth sticking to your principles when no one’s watching—this one’s for you. Read the full piece.
Thank you for being here. Until next week,
The Humanity Studio Team
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