Forbes contributors publish independent expert analyses and insights. William Arruda covers personal branding, leadership, and careers. Authentic leaders don’t just talk about values— they live them.

Core values are the DNA of any organization. They can’t just be words on your website or live on a conference room wall. They must be the backbone of a company’s culture, how you behave as an ...

When I started my company at age 24, I had a big idea for a beauty salon and decided to dive in headfirst without worrying about obstacles. The approach served me well because it got me moving, but I ...