the 5x5 framework
Storytelling fails when the characters portrayed are "flat" and without dimension, making for dramatic tension that is both thin and hollow. Audiences don't care because they intuitively understand that reality is multi-dimensional.
The same holds true for the core values of IDEASTM. Integrity is more than mere deception avoidance, and Excellence is deeper than simply coming out on top. Just as a prism breaks light into its component parts, we break each of the five IDEASTM into five distinct dimensions to insure that we are pursuing the real thing -- whether we are helping leaders effectively lead or professionals publicly communicate.
Additionally, a key aspect of the IDEASTM framework is understanding the idea of the "kill switch" -- for each value, an opposite that, when present, is evidence of a pending loss of signal on that channel.