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In any organization, maintaining a team’s high morale and motivation requires ongoing effort by its leaders. One helpful piece of the puzzle might involve finding a motto that reflects the team’s collective aspirations. Whether it’s an official slogan, a core value or simply a shared belief, such sayings can create unity and resilience while also boosting motivation among employees.
Below, Forbes Coaches Council members weigh in with mottos that can serve as guiding principles and sources of strength for your team. If your team doesn’t currently have its own motto or slogan, consider adopting one of these.
1. ‘Sometimes You Win, Sometimes You Learn’
John Maxwell’s quote, “Sometimes you win, sometimes you learn,” encapsulates a profound truth. If your team harbors no fear of failure, they have essentially triumphed. This mindset transforms challenges into opportunities for growth, ensuring that every outcome, win or loss, becomes a stepping stone toward success. - Edyta Kwiatkowska, Leadit, Hana Mana Instytut Szkoleniowo-Rozwojowy
2. ‘Help Me, Help You, Help Us’
The slogan I use to motivate others is, “Help me, help you, help us!” I’ve found that this simple statement encapsulates a powerful ethos that drives success not only for individuals, but also for our entire company as a whole. It communicates that, as a leader, I rely on your expertise (help me), and I am dedicated to your growth (help you), and that our success depends on our collective efforts (help us). - Jateya Jones, Jateya Jones Consulting
3. ‘Choose Progress, Not Perfection’
Whether it’s starting a new company, working on a new project, learning a new skill or tackling a big challenge, when a team can make progress consistently, it can make the process much easier and more fun. Making progress keeps a team motivated. - Minna Hu, AI Business Coach Inc.
4. ‘Collaboration Drives Success’
“Collaboration drives success” emphasizes the importance of teamwork and collective effort in achieving goals. It reinforces the idea that the combined skills, strengths and contributions of each team member are integral to the overall success of the team. Focusing on collaboration helps create a positive and inclusive team culture, fostering a sense of shared purpose among team members. - Stephan Lendi, Newbury Media & Communications GmbH
5. ‘Be Fast, Be First—But Never Be Alone’
“Be fast, be first—but never be alone. Nothing can replace the value of teamwork.” This motto emphasizes the importance of speed and leadership in achieving goals while highlighting that true success comes from collaboration. It reminds us that unity and support are essential, driving us to shared victories and conquered challenges as a team. - Farshad Asl, Top Leaders, Inc.
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6. ‘Never Try, Never Know’
As part of a high-performing leadership team, I have been inspired by the simple motto, “Never try, never know.” This playful phrase injects a sense of humor and encourages risk-taking in exploring uncharted territories. By embracing the “funk”—the unexpected twists and turns of challenges—team members can tap into their creativity and resilience in the spirit of a “fail fast, recover faster” organization. - Thomas Lim, Centre for Systems Leadership (SIM Academy)
7. ‘No Trust, No Thrust’
Every human being wants to be part of something bigger than themselves, maximize their potential, make a positive impact and be a valued member of a team. The only way to achieve that is for everyone on the team to fully trust each other. When that happens, the team performs at the highest level possible and goes farther faster together. Everyone wins! - Jason Ballard, Soar Higher Coaching & Training
8. ‘Slow Is Smooth, And Smooth Is Fast’
Teams need clarity to perform at their best and eliminate the ambiguity and assumptions that lead to fear and stress. Knowing their leader is committed to slowing down to ensure the team is always on the same line of the same page—versus assuming they are, when in fact they are on different chapters—keeps a team motivated, knowing their boss has their backs. - Alex Draper, DX Learning Solutions
9. ‘Embrace The Challenge Together’
“Embrace the challenge together” promotes resilience and determination, reminding a team to approach obstacles as opportunities for growth and success. Challenges can only be accomplished by working together, as military units do.- Jay Garcia, Jay Garcia Group
10. ‘Change Is Good—You Go First’
“Change is good—you go first” encapsulates the idea that while change is necessary for growth, it is often met with resistance. By encouraging team members to lead by example and embrace change, a leader can foster an environment where innovation and adaptability are valued. It’s a call to action that challenges individuals to take the initiative and be the change they want to see. - Anna Yusim, MD, Yusim Psychiatry, Consulting & Executive Coaching
11. ‘All For One And One For All’
For me, “All for one and one for all” is the ultimate team motto. People need to always be reminded that it’s more important to contribute to a bigger purpose to provide higher value for the best interest of the community. - Abdulaziz Al-Roomi, Global Legacy Management Consulting & Training
12. ‘Courageous Vulnerability, Unleashed Potential’
“Courageous vulnerability, unleashed potential”—a motto based on the two core values “freedom” and “integrity”—ignites enthusiasm by emphasizing the liberating power of vulnerability to cultivate authentic connections, all while helping you staying true to yourself. It inspires team members to share openly, fostering a dynamic environment where combined strengths propel extraordinary accomplishments. - Alla Adam, Alla Adam Coaching
13. ‘One Team, One Dream’
Recently, I heard a leader bring up the motto, “One team, one dream.” What an impactful statement for members of their team to hear and rally around so that they can create a culture of collaboration, innovation and commitment. All too often when I’m coaching teams, they are focused more on individual accomplishments than they are thinking about the team’s impact and value. - Bryan Powell, Executive Coaching Space
14. ‘Tough Times Don’t Last, But Tough People Do’
I learned this while serving in the Army: “Tough times don’t last, but tough people do.” I think it speaks to the human spirit of what it truly means to adapt and overcome whatever challenges you face. We all have our own backstories that may profoundly impact how we show up. There’s wisdom in knowing the interplay between what is permanent and what is temporary as we grow among others. - Ariel McGrew, Tactful Disruption®
15. ‘United In Purpose, Unstoppable In Action’
The sense of unity and purpose this motto creates activates reward pathways, releasing neurotransmitters such as dopamine, which are associated with motivation and satisfaction. The term “unstoppable” instills a sense of confidence and agency, fostering a culture of determination, resiliency and achievement within the team. - Anna Barnhill, AdvantEdge
