Executive Spotlight: Craig Johnson Brings Real-World Values to LeadershipLegacy '26
May 03, 2026
Few stories illustrate the power of The Values Advantage better than Craig Johnson’s.
When Craig wrote the foreword for my book, he didn’t just share theory—he shared measurable transformation. After a decade as Chairman, President, and CEO of a super-regional insurance company, he doubled revenue, tripled profitability, and achieved a remarkable 98% teammate retention rate by making values the “DNA” of the organization.
Then, in 2021, Craig and his wife Kim stepped into a completely new industry when they acquired Waynesboro Landscape & Garden Center. With no prior experience in landscaping or retail, they leaned on the same values-driven approach: family, dependability, integrity, compassion, and humility. The results? They retained 100% of their key teammates through the transition and are seeing measurable lifts in customer engagement and revenue.
As Craig shares in his foreword:
“A company that does NOT have clearly defined values… inevitably will suffer from disengagement, higher turnover, and ambiguity when it comes to making decisions. These higher costs can paralyze a business if not end the business!”
That’s why we’re thrilled to have Craig on the main stage at The 2026 LeadershipLegacy Experience on June 12. Immediately after lunch, Cindy will sit down with him for an exclusive interview: “From Corporate Boardroom to Family Business: Living The Values Advantage in the Real World.”
Craig will share the practical, behind-the-scenes story of how he and Kim implemented our framework—drafting their handbook, creating their mission statement, and turning values into everyday behaviors that teammates and customers can see and feel. You’ll hear how they use values as guideposts for decisions, how they’ve embedded them into company culture (right down to the tree graphic on the back of their shirts), and how this approach continues to drive results in a very different industry.
This conversation perfectly bridges the morning’s work on identifying and embodying core values with Mark Cole’s powerful closing keynote on “Living Your Core Values.” It’s real, relatable, and filled with actionable wisdom from a leader who has lived it at scale—both in corporate America and in a beloved local family business.
Craig’s story is proof that values aren’t just nice-to-have—they’re a true competitive advantage that impacts teammates, customers, vendors, and community alike. Whether you lead a large organization, a growing business, or a family enterprise, you’ll walk away with fresh clarity and confidence to apply The Values Advantage in your own world.
Join us Friday, June 12, 2026 at the Atlantic Union Bank Center for this special main-stage moment and the full day of transformative leadership development. Register now at dove-development.net/2026-leadership-legacy-experience or reach out to us directly at admin@dove-development.net for group discount details.
Let’s make values your advantage—together.
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