3 Ways to Bring Integrity to Your Work | Driving Eureka! #17


The feature story this week is about 3 ways to make your work more meaningful and joyful.

The Driving Eureka! Book  excerpt discusses Pride of Work. 

The Brain Brew Whiskey Academy discusses Bringing Integrity to Craft Whiskey.

To go DEEPER on any of the articles - listen to the companion DRIVING EUREKA! Podcast.


Key Image Newsletter 17

3 Ways to Bring Integrity to Your Work

This morning I’m thinking about integrity. dictionary.com defines Integrity as…

The quality of being honest and having strong moral principles

The state of being whole and undivided

When our work has integrity we are fulfilled. Integrity brings meaning to our work and life. 

Sadly - instead of integrity - much of our work life is filled with drama more befitting of a movie - politics, drama, and intrigue. The “drama” increases the larger the organization - and the more the ownership of our organization is “separated from the work” of the employees.

3 Ways You can decrease drama and increase integrity with:

  1. Clarity of Mission: Alignment to a mission that is greater than our individual needs brings integrity to our work. Mission is something that is not “flexible” depending on the whims of the daily work. Rather, mission is something bigger. It’s something that transcends the daily work. It provides purpose across days, weeks and months of work. At the Eureka! Ranch we teach a system for doing this called Strategy Activation or Blue Cards™.

  2. Data Driven Decisions: The best thing about data is that it has no emotional drama connected to it. That’s not to say that it’s “black and white.” In fact, high quality data has variation in it. Now, before you complain, “but we can’t measure it,” I refer you to Eureka! Ranch courses and services that specialize in “Test the Untestable™” decision support.

  3. Culture of Innovation: Integrity requires a mindset that is open to confronting uncomfortable realities. It is very difficult to do this as a “lone wolf.”   It is easier to do this when you are working within a culture that embraces innovation. A culture of innovation embraces change, learning, and experimentation. Challenges are seen as opportunities for fresh thinking as opposed to being something to be suppressed or blamed on someone. At it’s root - this is the mission of my life - from my Eureka! Ranch teaching & inventing, books, blogs, podcasts, keynote lectures and tv/radio shows.

So what are you waiting for?  Get clarity of mission - embrace data driven decisions - build around you a culture of innovation.  The result will be greater integrity, joy and meaning in your work.




Driving Eureka! Book Excerpt 

The book except concerns  “pride of work” - an outcome of when we have integrity in our work.  

Whatever Happened to Pride of Work?

In my opinion, one of the greatest benefits of the internet is that it’s enabled the “craft” movement. From distilleries to breweries to farm-to-table restaurants to meaningfully unique tools and toys. When you visit a new city, it’s commonplace to search for real craft experiences.

What separates craft companies from mass-market companies is pride of work.

Leading a team of young people, crafting of Innovation Engineering courses and tools, and the startup of our Brain Brew craft distillery has provided me with a first-person understanding of the new way of business. At its core it’s about doing meaningful work. We aren’t just doing our job. We are creating whiskey, classes, and internet tools that we are deeply proud of. We sweat details that our competitors ignore.

Steve Jobs’ success with Apple and Pixar was due in large part to his commitment to maintaining a craft mindset despite being one of the largest companies in the world. His biographer, Walter Isaacson, told CBS News that Jobs learned this from his adopted father Paul Jobs: "Once they were building a fence. And he said, 'You got to make the back of the fence that nobody will see just as good-looking as the front of the fence. Even though nobody will see it, you will know, and that will show that you're dedicated to making something perfect."

  Ranch BB Photos 2.0.012-23

The Brain Brew Crew brings integrity to our product decisions by using data from consumers to drive our product development.

Brain Brew Whisk(e)y Academy:
Bringing Integrity to Craft Whiskey


Within the craft industry there are great debates about what is a true and honest “craft whiskey.”

Definitions include:

  • Proprietor: 80% controlled by individual(s) working in business not mega corporations
  • Small Volume: Under 100,000 proof gallons
  • One Location: Distilled, aged and blended in one location (The Scotland definition of Single Malt)
  • Farm to Glass - grow grain, distill, age and blend.

My view is that “craft” comes form a person not a corporation. 

It’s about having someone or someones who are connected directly to the work.

  • Corporations can’t craft - only people can craft

It’s about a commitment to create products that are meaningfully unique.

  • “Good enough” - is not craft.  Craft is about caring and pride in product.

It’s about honesty and transparency about what you do and don’t do.

  • There is no need to apologize - your choices are based on your craft vision.

In the case of Brain Brew Custom Whisk(e)y I have decided to focus my artistry on the interaction of the wood with young spirit. I do this because this is where 70% of the flavor of a whiskey is crafted (25% in grain selection, 5% on distilling). Thus, I buy quality, clean spirit to start from. I fully respect that others apply their craft artistry differently…

  • A friend of mine in Cincinnati buys grain and then distills it.
  • A friend of mine in Nova Scotia grows the grain himself and then distills it.

The good news is that - with over 2,000 craft distillers in the USA and Canada - there are amazing new whiskies being crafted every day. The future of whiskey has never looked brighter.

Island Sailor

This is a Brain Brew original.  It’s designed to take you to the sand, sun and sea.  It’s a perfect cocktail when you’re looking to escape the winter blahs.


1.5 oz Relativity
1/2 oz Sweet Vermouth
1/2 oz Grenadine
1/2 oz Fresh Orange Juice
7 Up


Step 1: Add ice to a Boston Shaker along with all of the ingredients.
Step 2: Shake vigorously.
Step 3: Strain into a martini glass and a splash of 7 Up.



The Driving Eureka! Podcast

Our goal is to help you, "find, filter and fast track BIG IDEAS."Driving_Eureka_podcast_image

Come and join us. We will teach how to build a business or innovate in an existing organization using the Driving Eureka! book and a whole series of education programs.




Doug Hall

The Driving Eureka! Newsletter is a compilation of case studies, new techniques, thought provoking insights, an occasional rant, and excerpts from my books 



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