IMPORTANT UPDATE! Due to a tremendous amount of support for the "How I Sell SCC® to C-Level Clients" webinar, we've decided to go more granular in teaching you how to implement each step of this sales approach. We are building a course to systematically guide you in successfully bringing home the contract. Only early-access registrants in November will get free admission.

Get early-access


The 5 Principles Guiding MGSCC

Our commitment to being a values-driven organization.

Brought to you by:

Frank Wagner, co-Founder & Master Coach

Brandon Mergard, CEO

Thank you.

Thank you to all those that were able to participate in last week’s webinar. We have received very positive feedback and numerous questions which we will cover in a part 2.

As promised, you can find the recording and the FAQs below. If you have any questions that you would like the presenter to respond to please send them to  Now, enjoy the replay, share your feedback, and get ready for our next event.

FeedForward + Feedback

As a part of our network you deserve the best. Please share your feedback/feedforward so we can improve the value you receive from us. The responses are fully anonymized and will help us improve.


You can download the presentation slides and 1-page summary of principles here.

Note: click the 'CC' in the bottom right of the video frame to enable subtitles



1. Are there any universal values, ethics, or principles that transcend culture?

Every individual will have a different opinion on this but we will be speaking on Frank Wagner’s experience and through his lens. There are five universal values that can be found across different organizations and cultures: Loyalty, Reciprocity, Bravery, Respect, Fairness.

Loyalty - People look for loyalty from their partners, teams, leaders, and their organizations

Reciprocity - We hope that the good we do for others is reciprocated in return

Bravery - This is particularly relevant to the current global pandemic. In times of crisis, it is important to be brave to fight through challenges that lie ahead

Respect - Many cultures emphasize the importance of giving respect to elders. In a work culture, it is important to respect the people that you work with

Fairness - This can be interpreted in different ways but the fundamental meaning of fairness is to be impartial without judgment

2. Why are values/principles important within an organization?

Values/principles are the driving forces behind corporate excellence and organizational development. They are the promises companies make to their employees and customers that help foster commitment and loyalty. Good organizations make their values transparent and visible.

3. What are three things that motivate people in the workplace?

Different motivators drive different people, however, there are fundamentally three universal beliefs that motivate people in the workplace.

Meaning - people search for meaning not just in their personal life but also in their professional life

Membership - people are social creatures and search for a sense of belonging to a community

Mastery - people look for continuous growth in developing deep skills

4. How can Marshall Goldsmith Coaches help drive the five principles guiding MGSCC?

Living values/principles require practice and intention. We recommended that coaches start by memorizing the principles so that they are able to communicate the meaning of each one to their peers and clients. Some coaches even carry a printout of the principles and bring it everywhere they go.

One way coaches can test if they are living up to the values is through a daily/weekly checklist. Ask yourselves how have you demonstrated each value throughout the day/week? Give yourself a scorecard to track your progress.

To reinforce these behaviors, we encourage coaches to let us know when they have seen other coaches in the network demonstrate these principles. The more we can make these principles visible, the more others can follow in practice.

5. How do we know that the five principles are the top values and not just a few of a larger set?

The five principles are the guiding principles that are relevant to MGSCC® today. Can these principles change over time? Absolutely, just like the case with IBM. These principles were created with an understanding of what is important in the current culture. We will continue to test and challenge these principles to ensure that they live up to our coaches’ and clients’ needs.

6. What is the connection between values and beliefs?

There is a strong connection between values and beliefs and we would even add a third ingredient to the equation - perception. People will interpret your behaviors as what they believe are your values. Good leaders are understood the same by everyone in the room, whereas bad leaders think they are coming across one way but are understood in a different way. A good leader is both intentional and achieves his/her intentions.

7. Could we use stakeholder feedback to measure our adherence to our values rather than using a self-score? Would this keep us on a better track?

YES, this is exactly what the stakeholder centered coaching process is all about. We as individuals will always be constrained by a certain level of self-bias. We recommend that you go directly to your clients and the people that you work with to get a better measure of your performance.

If you've made it this far, congratulations! Since you've made it this far, join the conversation about these principles on LinkedIn.

© 2020 Marshall Goldsmith Stakeholder Centered Coaching®