These days, everyone from sports teams to banks runs values-driven campaigns. Whether those values feel genuine is up to you.
For me, values are deeply personal—only I can decide them.
Lately, I’ve valued imperfection: the idea that not hitting every goal doesn’t define me. I think of the fumbling, geeky kid I once was—the one who dropped the ball, came last in athletics, but kept showing up. I’ve grown fond of him.
The world pressures us to live perfect, high-achieving lives. I’ve seen the human cost of that “super achiever” mindset.
It’s time for a new narrative—one that celebrates cracks, mistakes, and turning points. One that honours the imperfect, big-hearted kid who gives it a go anyway. There’s a version of that kid in all of us.
