In Credibility by Kouzes and Posner the authors point out the difference between “leader” credibility and personal credibility. DWYSYWD – “Do What You Say You Will Do” – is the behavioral definition of personal credibility. DWWSWWD – “Do What We Say We Will Do” distinguishes “leader” credibility from personal credibility. Leaders represent their organizations, not just themselves. Leaders’ actions must be consistent with the shared values of their organizations.