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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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23. Kevin Roberts

As a passionate rugby fan, Kevin Roberts appreciates the importance of being a good team player, but when it comes to business, he believes that another group identity is more foundational: family. The marketing maverick—remembered for machine-gunning a Coca-Cola vending machine in one of his presentations while leading rival Pepsi Cola in Canada—sees the family providing the foundational values of commitment, loyalty, trust, and respect on which Procter & Gamble (P&G) has built its business and reputation.

“What I learned at P&G was the importance of family; that family beats any other sort of communal noun that you can think of,” he says. “It beats a team, it beats a tribe, it beats a community, it beats an institution—if ...

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