--- title: Written On Hearts and Minds | The Sales Blog description: Words on paper have the power to inspire. But alone, they don’t always create a big enough “why.” Your mission statement, vision statement, values statement, and guiding principles aren’t where the real action is, as inspiring as the words may be. Your mission statement, vision statement, values statement, or guiding principles have to be written […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-04-26-at-11_14_18-PM.png --- ### [Now booking SKO meetings for 2026/27! 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But alone, they don’t always create a big enough “[why](https://www.thesalesblog.com/blog/motivation-is-a-bigger-why).” Your mission statement, vision statement, values statement, and guiding principles aren’t where the real action is, as inspiring as the words may be. Your mission statement, vision statement, values statement, or guiding principles have to be written instead on the hearts and minds of [everyone](https://www.thesalesblog.com/blog/cohesion-is-a-force-multiplier-a-note-to-the-sales-leader) in the organization. Words don’t make the culture. Actions make the culture. If you want an organization that acts with integrity, you act with integrity. Integrity and honesty are tested when money is on the line. That’s when people know where you really stand. How you behave in those moments of decision is what wins hearts and minds. It’s what writes your beliefs on their hearts and minds. If you want an organization that cares deeply for customers, you care deeply for customers. If you pretend your customers are your enemies, that they’re out to hurt you, or that they’re impossible to serve, you won’t write the words contained in your documents on hearts and minds. Words on paper aren’t enough. You have to breathe life into them. You have to act in accordance with those words. You have to live the statements for the statements to be true, to be worth believing, to be worth adopting. Your [culture](https://www.thesalesblog.com/blog/live-breathe-and-talk-clients-a-note-to-business-leaders) is built on the stories and legends that become the company’s lore. You have to point at the people that live the principles every chance you get. And you have to [repeat the principles ](https://www.thesalesblog.com/blog/stay-on-message)with example after example of the actions that prove they’re good, and right, and true until they permeate the organization. Culture is written on hearts and minds.   ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [Leadership](https://www.thesalesblog.com/blog/tag/leadership) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 26, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![how-to-lead-ebook-v3-1-cover (3)](https://www.thesalesblog.com/hs-fs/hubfs/how-to-lead-ebook-v3-1-cover%20(3).jpg?width=768&height=994&name=how-to-lead-ebook-v3-1-cover%20(3).jpg) ### How to Lead: The Leadership E-Book As leaders, we're faced with decisions everyday—not all of which are easy to make. Learn how to make those tough decisions, hold yourself and your team accountable, and build a legacy with How to Lead: The Leadership E-Book. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/d345d648-812a-428a-81e4-53ce30822212.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d345d648-812a-428a-81e4-53ce30822212) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2024-09-11T11:54:18 AM", "datePublished" : "2013-04-26 23:21:20", "description" : "Words on paper have the power to inspire. But alone, they don’t always create a big enough “why.” Your mission statement, vision statement, values statement, and guiding principles aren’t where the real action is, as inspiring as the words may be. 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