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Bold Moves: Living Your Values Beyond Comfort
Boldness is often mistaken for bravado – being loud, rebellious, or unrelenting in your opinions. But real boldness is quieter and far more courageous. It’s not about dominating the room. It’s about standing in your integrity when it’s uncomfortable, risky or even invisible to others. It’s about living your values – not just talking about them.
Before you can act boldly, you must be clear on what matters to you. That takes discernment. Are you reacting to something because it triggers you – or does it fundamentally contradict your values?
Many people believe they are guided by values – but often, what they’re guided by are preferences and aspirations. There’s an important distinction between extrinsic values – like wealth, status or image – and intrinsic values – like honesty, compassion, fairness and integrity.
Extrinsic values are often shaped by external validation. They can drive ambition but rarely anchor us when things get hard. Intrinsic values, on the other hand, are the ones that connect us – to ourselves, to others, and to something larger. They’re the quiet drivers behind the decisions we make when no one is watching.
Owning a sports car or buying a big house might feel like goals worth chasing, but they’re not values – they're outcomes. Real values are what guide us to speak up, walk away, or take a stand, even when it’s inconvenient or unpopular. They’re what help us make a bold choice, not just an easy one.
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Our sustainability specialist Kat McDonald shared her thoughts on what boldness looks like in practice – and how it’s often quieter than we think. Here’s what she says:
Q: Have you ever been in a situation where you had to take a bold stance?
Kat: “In a recent contracting role, I found myself in conflict with leadership over the value of a partnership that I deeply believed in. As discussions unfolded, I felt increasingly uncomfortable delivering messages that I didn’t stand behind.
For me, this moment was about speaking my truth. I saw the partnership as something with real potential – an opportunity to build lasting relationships, foster collaboration, and create sustainable outcomes that benefit all parties involved. But the way it was being approached felt transactional and hollow, more about ticking boxes than creating meaningful impact.
I wasn’t comfortable being the face of something I didn’t believe in. So I spoke up. I made it clear I wouldn’t deliver the feedback or continue leading the relationship. That was a bold choice – not walking away in anger but stepping back with integrity. And it created space for reflection. Others reconsidered their stance, and ultimately, we found a middle ground that felt more aligned and authentic.
For me, boldness isn’t about making noise or creating conflict. It’s about recognising when something doesn’t align with your values and having the courage to act on that – especially when it means challenging the status quo or risking discomfort. Not to burn bridges, but to honour what you believe is worth standing for.”
Q: Is it easy to speak up in such situations?
Kat: “No, but boldness isn’t about avoiding discomfort. It’s about owning your voice, setting boundaries and staying true to your values – even when it means standing up to people in power.
It’s easy to tell yourself, “It’s not my place” or “This isn’t worth the fight”. And sometimes, that might be true. But if we only speak up when it’s easy or convenient, we’re not really living our values; we’re simply playing it safe.”
Q: What’s your take on boldness in sustainability?
Kat: “In sustainability, boldness is about challenging the status quo – rejecting the way things have always been done and looking for new, innovative solutions that put people and planet at the heart of decisions.
It’s easy to set targets that sound good. But what happens when those targets force you to rethink traditional business models? When meeting them means moving away from old practices and making tough choices?
The real test of boldness comes when businesses confront these hard truths. Will you prioritise a supply chain that’s better for people and planet, even if it’s less profitable? Will you invest in regeneration, knowing the returns might take years? Boldness is found in those moments of disruption – when you challenge convention and make decisions that align with long-term impact, not just short-term gains.
Q: What is a bold message you want to give businesses?
Kat: “Ask yourself - why does my business exist? If the answer is ‘to make profit’, you’ll likely shy away from tough decisions that could threaten that goal. But if the answer is to create impact, foster change, or serve a greater purpose, then boldness becomes a responsibility, not an option.
We don’t need more businesses playing it safe. We need more businesses willing to embrace discomfort and make tough choices for the sake of humanity’s future.”