When I worked at Johnson & Johnson, I learned how powerful a credo is.
A credo is a set of principles that reflect values and beliefs. Your principles are your strength. For example, J&J prioritizes people over profits. They also made their credo public.
Leaders at J&J consulted their credo to deal with difficult situations.
• When the strategy plan was unclear
• During crisis management
• When making difficult decisions
• When solving diverging views
Here are some of the critical moments in their history that was guided by their founding values shared in their credo.
• When they went public, they communicated their credo to shareholders saying their commitment to consumers, employees, and community came before shareholders.
• During the great depression, not only did they not lay off their employees, they also advocated on behalf of all American workers by writing to the president at the time to request for higher wages and lower working hours.
• When 7 people died while consuming their Tylenol medication, they recalled 31 million bottles of that medication worldwide and offered replacement free of charge, costing them more than $100 million dollars. Then they focused on R&D to create a the first tamper-evident packaging.
Ray Dalio, the founder of the hedge fund Bridgewater Associates, also created and published the set of principles that guide his company and his own life. He even wrote a book about it.
Do you have your own credo? Are you clear on what your principles are? Do you have a list of principles that can help you boost your courage to speak up for what’s important to you?
If not, let me help you create one. Here are 20 principles that can guide you to become more courageous, confident, and assertive. Choose what you like the most and change it to suit your own principles and beliefs.
IDENTITY
1. I am thoughtful, kind, and respectful but without omission.
2. I seek respect not liking.
3. I am exclusive, not generic.
4. I value myself so I commit to “me” moments every day.
SPEAK UP
5. I make myself understood.
6. I speak my mind, heart, and soul when it matters.
7. I agree to disagree.
8. I cultivate courage every day to express my personal freedom.
OWNERSHIP
9. I champion my dreams even if others don’t like it.
10. I protect my energy and time like there’s no tomorrow.
11. I own my power, decisions, and happiness; I don’t seek permission.
12. I don’t react; I give myself the time I need to respond.
MINDSET
13. I get excited with uncomfortable conversations because of what lies on the other side.
14. I crush my relationship dramas with curiosity.
15. I lead my decisions and actions with purpose, leadership, and integrity.
16. I lead with vision not fear.
ACTION
17. I bias towards action.
18. I show up fully, show my talent, and play big unapologetically.
19. I seek cordial conflict.
20. I celebrate my progress.
3. In This
Presentation…
• What is a credo
• 9 reasons to create your own credo
• How Johnson & Johnson used their credo to
make decisions during crisis
• 20 principles / declarations to be more assertive,
more confident, and have the courage to speak
up
AssertiveWay.com
CLICK HERE For Full Article + Video
4. Do You Have A Credo?
AssertiveWay.com
Here’s What A Credo Is
My Credo
My set of principles,
values, and beliefs that I
use to guide my important
decisions and actions.
5. Are You Clear On Your Principles and Values?
AssertiveWay.com
Ruminate
less about
mistakes.
Be more in
control.
Don’t regret
your
decisions.
Have more
courage.
9 Reasons Why You Should Create Your Own Credo!
Worry less
about what
others think.
Feel more
confident.
Have more
meaningful
relationships.
Feel more
powerful.
Be more
positive.
7. What Guides Your Decisions During Crisis?
AssertiveWay.com
How J&J Used Their Credo To Make Decision During Crisis
Johnson & Johnson’s
Credo
Source: Johnson & Johnson’s website
8. Johnson & Johnson Principles Use Example
AssertiveWay.com
During the great depression, not
only did they not lay off their
employees, they also advocated
on behalf of all American workers
by writing to the president at the
time to request for higher wages
and lower working hours.
Source: Johnson & Johnson’s website
9. Johnson & Johnson Principles Use Example
AssertiveWay.com
When they went public, they
communicated their credo to
shareholders saying their
commitment to consumers,
employees, and community came
before shareholders.
Source: Johnson & Johnson’s website
10. Johnson & Johnson Principles Use Example
When 7 people died while
consuming their Tylenol
medication, they recalled 31
million bottles of that medication
worldwide and offered
replacement free of charge,
costing them more than $100
million dollars. Then they focused
on R&D to create the first tamper-
evident packaging.
Source: Johnson & Johnson’s website AssertiveWay.com
16. Is Your Identity Assertive Enough?
AssertiveWay.com
I value myself
so I commit to
“me” moments
every day.
I seek respect,
not liking.
I'm
thoughtful,
kind, and
respectful but
without
omission.
I am exclusive,
not generic.
4 Assertive Identity Declarations
17. I am my best friend.
That’s why I am my best
advocate.
Assertive Way
22. Do You Speak Up For Yourself?
4 Assertive Speaking Up Declarations
AssertiveWay.com
I agree to
disagree.
I make myself
understood.
I cultivate
courage every
day to express
my personal
freedom.
I speak my
mind, heart,
and soul when
it matters.
23. Don’t fear the fear.
Fear the lack of fear.
Assertive Way
26. I own my power, decisions, & happiness
and I don’t seek permission.
11
AssertiveWay.com
27. I don’t react; I
give myself the
time I need to
respond.
12
AssertiveWay.com
28. Do You Own Your Career and Life?
4 Assertive Ownership Declarations
AssertiveWay.com
I own my
power,
decisions, &
happiness and I
don’t seek
permission.
I champion my
dreams even if
others don’t
like it.
I don’t react; I
give myself the
time I need to
respond.
I protect my
energy and
time like
there’s no
tomorrow.
29. I crush my relationship
dramas with curiosity.
13
AssertiveWay.com
32. I lead my
decisions and
actions with
purpose,
leadership,
and integrity.
16
AssertiveWay.com
33. Is Your Mindset Ready to Speak Up?
4 Assertive Mindset Declarations
AssertiveWay.com
I lead my
decisions and
actions with
purpose,
leadership, and
integrity
I get excited with
uncomfortable
conversations
because of what
lies on the other
side.
I lead with
vision not fear.
I crush my
relationship
dramas with
curiosity.
39. Are You Action Oriented?
4 Assertive Action Declarations
AssertiveWay.com
I seek cordial
conflict.
I bias towards
action.
I celebrate my
progress.
I show up fully,
show my
talents, and
play big.
41. 10 Habits Of Confident Communicators
How To Be Assertive Crash Course
7-Day Reach Out Challenge
15 Ways To Easily Speak Up In Meetings
How To Be More Appreciated At Work
Quiz - Your Work Communication Style?
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7 Steps To Say No Without Hurting Feelings
Speak Up Challenge
CLICK HERE
42. Want More?
Elevate your Career by Learning
How To Communicate Anything With Confidence!
AssertiveWay.com
Guide 7 Steps
To Say No
Nicely
HERE
Assertiveness
Skills Free
Course
HERE
Full Article &
Video on this
Topic
HERE
Article &
Video
43. Summary
• A credo is a set of principles that reflect founding
values and beliefs.
• Design your own credo to be more courageous,
confident, and assertive.
• Consider including identity, speaking up,
ownership, mindset, and action principles.
AssertiveWay.com
CLICK HERE For Full Article + Video
44. Be A Better Communicator
Gain Confidence At Work
Get Recognized And Appreciated
Speak Up Nicely
www.AssertiveWay.com
45. There are 3 constants in life…
change, choice, and
principles.
Steven Covey
