Make the Tough Decision to Stand Up for Your Values

Daniel Effron

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Inspirational Leadership Quotes - Daniel Effron: “Just as we are all capable of violating our values, we are also all capable of making the tough decision to stand up for them when we need to.”
Daniel Effron: “Just as we are all capable of violating our values, we are also all capable of making the tough decision to stand up for them when we need to.”

What does chocolate cake have to do with unethical behaviour? 

How does the motivation, imagination, repetition model explain why people let leaders off the hook for telling lies?

How can you create a culture of encouraging moral behaviour as a leader?

👉 Watch our interview with Dr Daniel Effron to find out and understand the psychological traps that cause ethical lapses in organisations and society.


Daniel Effron is an Associate Professor of Organizational Behavior at London Business School. Previously, he taught at the Kellogg School of Management at Northwestern University, and was a fellow of the Edmond J. Safra Center for Ethics at Harvard University.

He earned a Ph.D. in social psychology from Stanford University, and a B.A. in psychology from Yale University (magna cum laude).

His research examines the psychological processes that allow people to act unethically without feeling unethical. He also researches how people form judgments of others' wrongdoing. His work has appeared in such scholarly publications as Journal of Personality and Social Psychology, Psychological Science, Organizational Behavior and Human Decision Processes, Journal of Experimental Social Psychology, Personality and Social Psychology Bulletin, and Journal of Consumer Research, and has been featured in such popular media outlets as the New York Times, the Washington Post, the Los Angeles Times, The Atlantic, and BBC News.

Named one of the "Best 40 Business Professors Under 40" by Poets & Quants, he has been honored with teaching awards from the MBA classes of 2015 and 2020 at London Business School, and a Dissertation Research Award from the American Psychological Association.

Learn more.


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🚀 Wole Soyinka: “I don’t know any other way to live but to wake up every day armed with my convictions, not yielding them to the threat of danger and to the power and force of people who might despise me.”

💡 Frederick Douglass: “I prefer to be true to myself, even at the hazard of incurring the ridicule of others, rather than to be false, and to incur my own abhorrence.”

🧩 Gitanjali Rao: “While solving problems, you will continue to encounter failures. Accept them, but persist with the problem. Do not give up, and always remember the bigger goal of making a difference.”

💫 Elton John: “A good leader has a moral integrity that survives both success and failure.”

Nikol Chen (she/her)

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I am originally from Kazakhstan and I studied Human Sciences at UCL. My final research explored the potential effects of design on patient wellbeing in hospitals, and I also took modules such as Ethnographic Documentary Filmmaking, Anthropology of the Built Environment, Art in the Public Sphere, and other less interesting-sounding things :)

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