Coaching: Values-Based Leadership

How executive coaching helps senior leaders turn personal conviction into clearer, more compelling leadership

I once coached a senior executive I’ll call Louis. Louis was capable, respected, and

deeply serious about the business. He wasn’t failing. He wasn’t behaving badly. In any

dramatic sense, he wasn’t derailing.

Yet he was frustrated — and that frustration showed up in subtle but costly ways. He

could be prickly and harder to approach than necessary. His criticism could be more

pointed than helpful. His energy, while still within acceptable bounds, was quietly

pushing people away when he most needed to draw them toward a shared vision.

Many leadership challenges are not failures of competence. They are failures of

connection — between the leader and their people, and between the leader’s deepest

values and the demands of their role.

As we worked together, it became clear that Louis possessed a strong passion for a

critical part of the business. He deeply valued impact, discipline, and doing things the

right way — he had a drive for integrity. However, those values were not integrated into

a coherent set of leadership goals that were aligned with — and endorsed by — the

broader organization.

When he moved into a next level risk-management role, everything clicked. By

intentionally shaping his leadership agenda around his core values, Louis became a

positive leadership force and improved his impact on others. His passion had a clear

direction and he articulated the “why.” His intelligence, skill, and judgment were now

amplified by authentic conviction — and because his agenda served the organization’s

needs, he had its full support behind him.

We have seen this pattern repeatedly in our coaching practice. The best senior leaders

don’t just perform well — they lead from what they value most. They communicate it

clearly. They connect it to real business priorities. And when they do, they bring

something powerful to the table: force, authenticity, and conviction — the qualities

that truly inspire followership and engagement.

Executive Coaching Is Not Only About Fixing Problems

Senior leaders are paid to decide, align, build, grow, influence, and deliver results.

Executive coaching naturally focuses on improving performance in these areas — better

communication, delegation, decision-making, and collaboration under pressure.

This work is essential. Leaders must understand their impact, recognize when strengths

become liabilities, and manage their triggers effectively.

But performance and values are not separate. Values shape conviction. Conviction

shapes communication. Communication shapes followership.

From Triggers to Glimmers

Traditional psychology taught us a great deal about dysfunction and what gets in the

way. Positive psychology broadened the lens: What helps people thrive? What creates

energy, engagement, and flow?

Good executive coaching uses both perspectives.

The Hogan Assessment suite is particularly powerful here. The HDS illuminates

derailers — what leaders may do too much of when triggered. The MVPI (Motives,

Values, Preferences Inventory) reveals something equally important: the natural

drives that energize a leader when the work feels meaningful.

MVPI doesn’t just measure abstract values. It identifies directional forces — what

leaders notice, pursue, protect, and inspire others to care about. When these values are

clearly named and deliberately connected to organizational needs, leadership becomes

more alive, compelling, and magnetic.

Here is a practical framework we use with clients:

Table 1

MVPI Value	Low-Side Glimmers	High-Side Glimmers
Recognition	Accomplishments speak for themselves; focus stays on substance	Contributions are publicly acknowledged; work is visible and appreciated
Power	Leadership is shared; decisions emerge through dialogue	Shaping important decisions; driving strategic impact
Hedonism	Focused, disciplined environment; work is taken seriously	High energy, celebration of success, lively engagement
Altruistic	Merit and personal responsibility drive outcomes	Helping others grow, advancing a meaningful mission
Affiliation	Autonomy is respected; independent work is valued	Deep relationships, strong collaboration, high trust
Tradition	Pragmatic focus: flexibility enables progress	Work connects to purpose; shared values guide decisions
Security	Experimentation and innovation despite uncertainty	Clear plans, managed risks, thoughtful stability
Commerce	Success defined by mission and impact	Marketplace wins, growth, financial progress
Aesthetics	Practical, efficient solutions	Elegant, creative, inspiring execution
Science	Quick movement from idea to action	Complex problems solved through insight and learning

From Values to a Leadership Agenda

Most senior leaders can name their values in general terms. The higher-order work is translating those values into an authentic leadership agenda:

What do I care enough about to lead with real conviction?

Where does business most need that conviction right now?

These questions shape priorities, communication, presence, and daily choices. A leader high in Power and Tradition may naturally drive strategy and enterprise impact. A leader high in Altruistic values may excel at talent development and mission-driven work. Even “low” values offer guidance — a leader low in Recognition often shines in substantive, lower-visibility roles where depth matters more than spotlight.

The Pull of Values-Based Leadership

Louis didn’t become a different person. He became more deliberate about leading from what mattered most to him. With the organization’s alignment and support, his leadership gained more magnetism, a “new kind of pull.”

People could feel what he cared about. They could see why it mattered to the business. They had something clear, positive, and energizing to follow.

This is one of the most powerful opportunities in senior executive coaching: not merely reducing behaviors that push people away, but helping leaders create a stronger, more authentic pull — one rooted in both personal conviction and business reality.

For Coaches and HR Professionals We’ve developed a detailed protocol for using MVPI insights to build values-based leadership agendas with senior executives. If you’re a certified coach or HR leader interested in this framework, contact me or email charley@tada-advisors.com to request the full protocol.