In every organisation, there are many rules and regulations put in place. However, the difficulty that many organisations face is the ability to enforce these rules.

Rather than focusing on punishments, how can you as a leader motivate your team or your members to make good decisions and behave responsibly?

Values is a good starting point and should be the basis upon which to guide an organisation and inspire members. If there is any industry can do this, it is sport because sport intrinsically carries rich values. And once these shared values are identified, spreading them across an entire organisation will make decision making easier and individual loyalty and commitment to the organisation stronger.

So when you lead, don’t just impose and enforce rules and regulations, first and foremost find out what drives your members and what motivates them.  Then use this to inspire them to act responsibly based on a set of strong values.

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We are the sports practice of global advisory firm Burson Cohn & Wolfe. We provide strategy and communication advice for sports clients around the world. For more information: