C-122 Part 4: Case Studiesnegative circumstances, Mark and rest of the leadership
team believed in the mission and worked to develop a
new values based leadership model that would make it
happen. To guide them in this development, the senior
team members relied on the Company’s “Core Ideology
and Beliefs” as well as the “Values Based Leadership
Value Proposition” presented below:Core Ideology and Beliefs:“We believe all people are born with the extraordinary
potential to make a positive difference in the world. We
believe making a difference is a choice, a conscious choice
that begins with our own self-awareness and alignment.
Values Based Leaders consistently make this choice then
insure others do the same, positively impacting the lives of
those around them.”
Value Proposition:“At Luck Companies we believe doing good (making a dif-
ference) is the best path to doing well (business perfor-
mance); and Values Based leadership is how we do good
and why we do well.”
In 2011, Charlie put step 7 into effect and had the
senior leadership team collectively go through a robust
360-Assessment process where each leader received
feedback on how their behavior was aligned with the
model. After the 360-Assesment processes took place,
the leaders went through an intense period of values
development and behavioral management training.
The years 2012-2014 were very busy for Chief
Leadership Officer Mark Fernandes. In an effort to share
the Luck Companies’ story, mission, and beliefs about
Values Based Leadership, Mark and his team traveled
locally, nationally and internationally leading speaking
engagements on the subject of VBL. During this time
period, Mark and his team began to provide consulting
services to a variety of organizations on the subject of
VBL. The HayGroup was hired to evaluate the Values
Based Leadership effort at Luck Companies. Management
consultants from the HayGroup constructed a survey
that aligned with the Values Based Leadership program
at Luck Companies and 98% of the firm’s associates
completed the survey. The results of this survey were
very favorable, placing Luck Companies among the top
companies in the world for employee engagement. The
results were even more favorable than those from a sim-
ilar survey that had been conducted in 2011 and manage-
ment immediately took action on the few problem and
opportunity areas that were identified. For example, a
Vacation Donation Policy was created whereby employ-
ees could donate unused vacation time to other employ-
ees in need. Annual Associate Engagement Surveys have
become common practice at Luck Companies and the
management team continually challenges themselves to
achieve best in class performance year over year.The Future of the Values Journey
The management team at Luck Companies used the 2012
to 2014 time period to rationalize and reflect on all they
had learned about Values Based Leadership. Through
all of their engagements and efforts to drive impact on
the subject locally and globally, they realized that they
needed a platform that would better lend itself to pro-
moting this model on a larger scale. Furthermore, the
demand from companies and individuals for infor-
mation and coaching on VBL began to outpace Luck
Companies’ capacity. To this end, a decision was made
in 2014 to establish a Values Based Leadership Institute
in 2015, called InnerWill. Furthermore, Charlie decided
that this institute would be established as a 501-(c)(3)
not-for-profit organization. Charlie stated that, “My
belief from the beginning was to give this, [Values Based
Leadership], to the world with nothing in return.” The
institute will draw on internal leadership talent as well as
acclaimed professionals in the leadership field to advance
the institute’s mission. Luck Companies will ultimately
become a “practitioner” of the institute’s work. Through
InnerWill, management plans to accomplish the follow-
ing three goals that are part of “Vision 2015”. First, to
increase the “Number of lives Impacted” through Values
Based Leadership; second, to ensure that the “Number of
values based leaders developed” is increased; and third,
to increase “Our global reputation: Top 5” in the field of
Value Based Leadership.Vision 2020
Over the past ten years, there have been many changes at
Luck Companies, from the rebranding of business units
to the restructuring of sales teams. However, one con-
stant throughout this time period has been the mission
of Luck Companies to Ignite Human Potential through
Values Based Leadership and positively impact lives
around the world. The dedication to fulfilling this mis-
sion has been without question and Luck Companies
continues to deepen their impact on people both
internally and externally. Internally, Luck Companies’