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When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies by Andy Butcher, Rick Tocquigny

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2. Brad Moore

Brad Moore says that storytelling that changes lives is all about character—in more ways than one. The President of Hallmark Hall of Fame Productions says the importance is not just in the character of the protagonists of a drama, but of the character of those behind the productions, the values they espouse and want to communicate. As the leader for almost 30 years of the TV movie organization that has won 80 Emmys in its 60-year history, Moore places high value on the responsibility of aiming to touch people’s emotions. His years with Procter & Gamble (P&G) had a significant part in shaping that conviction.

“People ask me about the differences between Procter & Gamble and Hallmark Cards,” he says, “and I say that their similarities ...

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