At the inaugural Strive for Excellence Summit in Las Vegas, nearly 2,000 IAFF members heard from retired U.S. Marine Corps General and former Chairman of the Joint Chiefs of Staff, Joseph Dunford.
Dunford spent over four decades in the U.S. Armed Forces, leading men and women from all backgrounds toward a common mission. During Strive, his message to IAFF leaders was clear: success is built on trust, accountability, and a commitment to putting people and the mission first.
Trust and selfless leadership are the foundation
“We get no credit tomorrow for what we did yesterday.”
Dunford emphasized that trust is the cornerstone of any successful organization and must be earned through consistent action and selfless leadership.
“Our people are not impressed with our titles, our parking spaces, or our offices,” he said. “We’re only relevant in the eyes of our subordinates if we’re delivering relevance every single day.”
He stressed that leaders must remain focused on the mission while consistently delivering results for their people – an approach that builds credibility over time.
“We can only have that [trust] if we have leaders that are selfless leaders – by definition, individuals who put the needs of the mission ahead of themselves,” Dunford said.
He also encouraged leaders to stay grounded in the fundamentals, asking themselves three simple questions each day: “Where are we? Where are we going? How are we going to get there?”
Take pride in doing the “little things” right
Reflecting on his early leadership experience, Dunford said he once prioritized mission execution and equipment over administrative tasks. Over time, he came to understand that taking care of people is what ultimately drives performance.
Tasks that may seem small – completing evaluations, recognizing achievements, and supporting members’ families – are central to organizational success.
“I started to realize that… those actually were the most important tasks,” he said. “They were the physical manifestation of the fact that I cared about my people.”
Handled consistently, these responsibilities build the cohesion and trust their teams rely on – especially in high-stress environments that can’t be replicated in training.
“Success comes from doing the little things right every single day,” Dunford added. “Knowing that the leader is only there for one reason – to set the conditions for your success and to take care of you.”
Effective leaders shape culture
“If you have to tell people you’re in charge, you’re not in charge. As a leader, you have to take people on the journey.”
Dunford underscored that a leader’s most important responsibility is shaping the culture and climate of their organization.
“In my view, the most important thing as a senior leader is to set the climate and culture of the organization – to make sure that intangible things like courage, honor, commitment, self-sacrifice, and trust exist inside the unit,” he said.
While training and equipment remain critical, success ultimately comes down to people – and the environment leaders create for them.
“The deliverable is the person – it’s the fire fighter,” he said. “It’s those intangible characteristics that drive that individual to do everything he needs to do that is most important.”
Those characteristics, he added, are the difference makers for organizations.
“What really differentiates truly excellent organizations from good organizations are those intangibles.”
Dunford also took questions from IAFF members attending Strive, who asked him a wide range of questions on navigating change, working with different political figures, and more.
He closed with praise for the members in attendance.
“In my life, what winning looks like is being part of a team that you can be proud of,” he said. “And just for a short time to be part of this team, for the last 24 hours, and spending time with you all has been a highlight for me. Thank you for the opportunity to be with you.”
Watch Dunford’s full speech and Q&A on the official IAFF YouTube page.
