Honesty. Integrity. Innovation. Performance. So many organizations list their values as nouns. But nouns are passive. Your Hows must be active. They are the actions you want people to take or the code by which you want people to hold themselves accountable. As guiding principles, strategies or values, Hows are vastly more effective as verbs. "Honesty," for example, should be "do the right thing." It’s no longer passive...its an imperative.