In nearly every leadership workshop I facilitate, I begin with a values exercise. I hand out a list of 52 values – things like achievement, compassion, innovation, loyalty – and ask participants to narrow it down to the five that matter most to them right now. Without fail, integrity always shows up. It’s the most consistently chosen value across industries, roles, and personalities. That consistency has always intrigued me. Why is integrity so universally claimed? Why do we all want to see ourselves as people of character?

What Is It About Integrity?

Integrity is more than just telling the truth. It’s about alignment – between what we say and what we do, between what we believe and how we behave. It’s about being whole, not perfect. And maybe that’s why it resonates so deeply. We want to be seen as consistent, trustworthy, and grounded – even if we don’t always get it right.

But I’ve also noticed something else: sometimes people choose integrity not because they’re living it fully, but because they aspire to. It feels like it should be on the list. And that’s worth paying attention to. There’s something in us that still believes character matters – even when the world around us seems to reward something else.

The Temptation of Outcomes

We live in a results-driven world. Metrics, KPIs, bottom lines. And in that world, it’s easy to believe that outcomes are all that matter. That if someone delivers results—hits the numbers, wins the deal, drives performance—then how they got there is secondary.

I’ve heard leaders say, “I don’t care if they’re a bit rough around the edges, as long as they get the job done.” And I get it. Results matter. But I’ve also seen what happens when we consistently prioritize outcomes over character. Trust erodes. Culture suffers. People burn out. And eventually, the results suffer too.

So, Does Character Matter?

I believe it does. Not in a loud, self-righteous way. But in the quiet, steady way that shapes how people experience us. Character is what builds trust when no one’s watching. It’s what sustains influence when titles fade. It’s what creates work cultures where people feel safe, seen, and motivated to do their best work.

Character doesn’t guarantee success. But it defines the kind of success we’re building. It’s the difference between winning at something and winning with someone. Between short-term gains and long-term impact.

A Final Thought

When people choose integrity as a core value, I don’t think they’re just trying to look good. I think they’re reaching for something deeper. A kind of leadership that’s not just effective, but honorable. Not just admired, but trusted.

So yes, I believe character still matters. Maybe now more than ever.