To be credible a leader must first find an authentic voice: uncover the convictions, standards, ethics and ideals they hold most deeply and act from, choose freely the principles that will guide decisions, and be able to state a personal leadership philosophy in their own words rather than borrowed ones. Values are enduring beliefs about how things should be done (means values, distinct from the ends values of a vision); they guide the many daily choices, tell a leader when to say yes and no, and help in hard situations. Leaders who are clear about their philosophy, and their direct reports, report markedly higher pride, commitment, team spirit, trust and effectiveness; and in the authors' studies commitment to the organization is driven by clarity about personal values more than by clarity about the organization's stated values.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.