You see, we often don't do what we know we're supposed to do, because we lack the strength and desire to do so. However, the focus on and the timely reinforcement of these tenets: courage, respect, responsibility, communication, honor, perseverance, and innovation helps to set the groundwork for that strength and desire. It encourages effective behaviors and works to create an environment where people begin to make the right choices -- the kind of choices that lead to success.