Our Credo: Embracing Real Ambition and Collective Magic

Published 29 July 2025

In a short video from 2012, Kevin Allen outlines the set of values that underpin his work as a speaker, coach and business leader. He calls this framework "Our Credo." Although the clip is over a decade old, its message remains razor-sharp: genuine growth is not about status or profit; it’s about transforming both individuals and organisations so they become something better than they were yesterday. Below is a forward-thinking summary of the six key tenets Kevin highlights.

1. Real Ambition

Ambition isn’t about ego or empire-building. Kevin argues that real ambition means creating "something amazing and good that didn’t exist before." Whether you’re a start-up or a multinational, the most meaningful goals are those that generate true value for others. That ambition should be felt at every level of the organisation—from the boardroom to the loading dock.

2. Igniting the Magic in People

Every person and every company has a unique "magic." Kevin emphasises the leader’s job is to find and ignite that magic. When people feel their talents are recognised and encouraged, they return to the workplace energised and transformed. The goal is to turn day-to-day transactions into inspiring journeys where individuals become their best selves.

3. Generosity of Spirit

Success is sweeter when it’s shared. Kevin believes in generosity of spirit—helping others to win rather than hoarding credit. Having spent years pitching and winning big accounts, he’s found that watching someone else succeed because of your support is even more rewarding. This principle extends beyond the office: serve your clients and colleagues freely and the whole community benefits.

4. Fearlessness and "Always Yes"

Innovation demands courage. According to Kevin, teams must be fearless and maintain an "always yes" mentality. Clients look to leaders to provide them with an unending sense of possibility. Real ambition often feels impossible at first, but leaders must believe—and help others believe—that anything is achievable when you commit and support one another.

5. Cherish Family and Interdependence

The fifth tenet is to cherish family, which Kevin expands to mean fostering a sense of interdependence. In today’s hyper-competitive world, it’s tempting to glorify individual achievement, yet sustainable success stems from communities that care about one another. At work and at home, we need the humility to say, "I’m not good at everything—can you help me?" When we shore up one another’s weaknesses, the collective becomes much stronger.

6. Collective Pride

Finally, Kevin celebrates collective pride—the satisfaction that comes from knowing everyone signed up for a shared purpose. When clients and colleagues feel part of a community that values ambition, magic, generosity, courage and family, they sign up not just for a service but for a way of being. Kevin concludes his video grateful and proud of the community he’s built.

Why This Matters Now

Although this video predates many of today’s business buzzwords, the underlying principles remain urgent. At a time when leaders grapple with remote work, AI-driven disruption and widening social divides, Kevin’s credo serves as a grounding compass. Embracing real ambition, igniting individual magic, practicing generosity, being fearless, cherishing family, and taking collective pride is not just nostalgic advice—it’s a recipe for resilient organisations in the 2020s and beyond.Watch the video

If you’d like to hear Kevin explain these values in his own words, you can watch the original three-minute video here: https://www.youtube.com/watch?v=NjGWt9W-lH4. It’s a quick reminder that, even in a fast-moving world, timeless principles still guide sustainable growth.