Description:
Values shape leadership, NIL brands, culture, trust, and business success
Welcome to Purpose NIL with host and coach on purpose, James M. Rink. In this episode, we explore a foundational principle that shapes every decision in business, leadership, sports, and life: values.
James opens with a personal childhood story about protecting his brother, which helped form a lifelong core value of fairness. Today, his guiding values — honesty, integrity, accountability, and fairness — influence how he leads, coaches, and chooses who to work with.
This episode centers on a powerful truth: purpose is the heart, but values are the protection around it. When values are clear and lived, they create trust, alignment, and strong culture. When they’re ignored, teams fracture, workplaces become toxic, and people walk away.
You’ll learn two simple questions used in the Purpose of You framework to quickly identify values:
• What’s the fastest way to break up in a relationship?
• What’s the fastest way to get fired from a job?
Your answers reveal what matters most to you.
Featured Athlete Conversations:
OU Football Tight End John Locke shares his core values and how they guide his life, leadership, and NIL business:
• Accountability
• Dependability
• Commitment
• Faith
• Integrity
• Sacrifice
• Vision
• Discipline
John explains how these values were shaped by family, football, and personal standards — and why discipline stands at the center of his identity.
OU Women’s Basketball Star Zya Vann defines the values that protect her purpose:
• Peace
• Spirituality
• Self-respect
• Faithfulness
• Empathy
Zya shares how respect, loyalty, and inner peace shape how she lives, leads, and builds relationships on and off the court.
Leadership Takeaways:
• Teams don’t fall apart from lack of purpose — they fall apart from lack of shared values
• Values create psychological safety and cultural alignment
• NIL opportunities grow stronger when athlete and brand values match
• Purpose scales when values are clear and protected
Real-Life Example:
During a major Nashville ice storm, James witnessed Circle K live its mission by selling premium gas at regular prices during a crisis. In a moment of pressure, their values were revealed through service, not profit.
Key Message:
Values aren’t tested when life is easy. They’re revealed when things get hard.
If you’re a CEO, founder, athlete, or leader, this episode will help you:
• Identify your core values
• Build trust-based teams
• Align purpose with performance
• Make better decisions under pressure
Watch more Purpose NIL stories and athlete interviews on this channel.
Follow @JamesMRink for more insights on purpose, leadership, and NIL alignment.
Discover your purpose at PurposeOfYou.com.
James M. Rink recorded in Nashville, TN
John Locke recorded in Norman, OK
Zya Vann recorded in Norman, OK
PNIL 021
