If leaders want others to act on the values they must take part themselves. The leader shows they care by being visible and present, especially in hard times, spreads the stories of people who embody the values, and makes celebrations part of organizational life (cyclical celebrations and anniversaries, recognition ceremonies, celebrations of triumph, rituals of comfort and letting go after losses, personal transitions, workplace altruism and play), scheduled around milestones and the values while also seizing spontaneous occasions.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.