You Know the Mission. But Do You Know Yourself?

Phil McKinney • June 30, 2025

Why Vanguard Starts With Identity in Leadership Coaching 

In the military (and all professions for that matter), mission clarity is everything. Objectives are clear, roles are defined, and execution is precise. But when it comes to leading people—especially in today’s unpredictable environments—clarity of self becomes just as important as clarity of mission. 

 

At Vanguard XXI, we’ve coached hundreds of leaders—both uniformed and civilian—and we’ve seen one truth rise again and again: leaders who understand who they are lead with more confidence, integrity, and impact. 

 

That’s why we start leadership coaching training with one simple, profound focus: identity

 

Why Identity Comes First 

 

In the professional world, identity is often formed by title, role, and responsibility. But leadership is personal. It goes beyond position or rank. When the mission changes—or when you transition out —who are you then? 

 

Leadership coaching that skips over identity misses the foundation. How can we expect someone to lead others if they haven’t had the space to explore what drives them, where they feel most alive, and how their past shapes their present and future? 

 

When leaders reconnect with their core values, motivations, and even blind spots, everything changes: 

  • Communication becomes more authentic. 
  • Decision-making becomes clearer. 
  • Influence becomes stronger and more sustainable. 

 

The Vanguard Way 

 

At Vanguard XXI, we believe: “You lead best when you lead from who you are.” 

 

That’s why our coaching curriculum begins not with strategy, but with self-awareness. We use identity-based tools and frameworks that help leaders answer questions like: 

  • What kind of leader am I becoming? 
  • What stories am I telling myself that no longer serve me? 
  • How do I show up when I’m at my best? 

 

This work isn’t always easy—but it’s where transformation begins. And it’s what distinguishes those who manage the mission from those who multiply impact

 

Know Yourself, Lead Better 

 

Mission focus will always matter. But if leaders don’t pause to understand who they are beneath the mission, they risk burnout, disconnection, or ineffective influence. 

 

The best leaders we’ve worked with know the mission—but they’ve also taken the time to know themselves deeply. 

 

That’s where real leadership begins. 

 

Want to experience Vanguard’s identity-first approach to leadership coaching? 

Visit vanguardxxi.com or reach out to learn how we help civilians, military leaders, and veterans build coaching skills—and rediscover who they are in the process. 


By Phil McKinney August 11, 2025
Imagine being told that character isn’t something you’re taught once—like a formula in a textbook—but something you embody through consistent, deliberate action. In today’s fast-moving world, where soft skills and values are more critical than ever, our attention should turn toward what really shapes who we are—and who we can become. It’s not theories or lectures that build character—it’s the daily, deliberate repetitions that do. 1. The Fallacy of “Teaching” Character As leaders, we need to challenge the conventional notion that character is delivered through instruction alone. Character is shaped in the doing—the habits and practices we repeat when no one is looking. Real growth happens in the mundane, the moment-to-moment grind of getting things right—even when it’s hard or seemingly insignificant. 2. Practice → Permanent: The Power of Repetition “Practice makes permanent” reframes the old adage “practice makes perfect.” What we repeat becomes our default. Every handshake, every deadline met, every act of integrity reinforces who we are becoming—not in an instant, but over time. This aligns with current neuroscience about neuroplasticity—our brains literally wire themselves to repeat the patterns we practice habitually. This insight underscores that our ethical wiring is no different. 3. Shifting Mindsets: From Knowledge to Habits What if character development programs focused less on imparting wisdom and more on cultivating habits—rituals of honesty, respect, and resilience? We should shift from teaching principles alone to engineering micro-practices—tiny, consistent actions that eventually become part of our identity. For leaders and organizations, that’s gold. We should work to integrate values into our daily routines. Think pre-meeting rituals, feedback loops that reinforce trust, or recognition rituals that reward quiet integrity. 4. The Role of Accountability and Consistency Training for character isn’t a one-off—it’s a continual process. As leaders, we should emphasize the importance of structures: peers, mentors, trackers, and accountability systems that help sustain daily practice, especially when motivation dips. 5. Application: How to Train (Not Teach) Character Identify the micro-habits you want to instill—whether it’s speaking up with empathy, doing what you said you’d do, or pausing before reacting. Design rituals or prompts—lane-change reminders in Slack, morning reflection questions, or quick check-ins with peers. Track and reflect , not for criticism, but to reinforce self-awareness and celebrate consistency. Anchor practices to existing routines—like a moment of pause before dinner to intentionally reflect on how you showed up that day.  Conclusion We must reframe character development as active training, not passive instruction. It calls us to examine our daily actions, our routines, and the invisible patterns that define us. It’s a powerful reminder: if you want to lead with integrity, compassion, and resilience, start by practicing those traits—relentlessly and deliberately. Next Steps Do you or your organization need help with this? At Vanguard XXI, our “training” is more about practice than talk. Using intentional activities and experiential adult learning methods, we help individuals and organizations move beyond the information dump to practicing the habits of character we wish to model. Check out how we can help at vanguardxxi.com/services.
By Phil McKinney August 4, 2025
Why Leaders Who Don’t Get Coached Get Left Behind