When faced with a result that doesn't go according to plan, a series of perfectly effective short-term tactics - Simon Sinek

As we explained earlier, HOWs must be actions because they are the things you do to bring your WHY to life. Traits and attributes, such as "honesty," or adjectives, such as "determined," are not actions. We turn themes into HOWs by making them actionable.

when human beings, even engineers, are put in an environment for which we were designed. We stay. We remain loyal. We help each other and we do our work with pride and passion.

Just because we become accustomed, just because it becomes normal, doesn't mean it's acceptable.