In the 1830s, Abraham Lincoln entered into a business partnership with William Berry to open a general store in New Salem, Illinois. Lincoln had high hopes—dreaming of success, financial freedom, and a thriving place in his community. Unfortunately, things didn’t go as planned. His partner Berry struggled with alcoholism, and when he passed away in 1835, Lincoln was left holding $1,100 in debt (over $40,000 in today’s money). Most men would have walked away. But Lincoln made a choice: he was determined to repay every cent. And he did. That genuine act of integrity helped earn him the nickname “Honest Abe,” a reputation that would eventually propel him to the presidency in 1860. Trust is one of the most essential principles for any relationship, business, or endeavor, if not the most essential. As a real estate broker, I’ve had countless moments where clients, overwhelmed by the mountain of details in a big transaction, stop and say: “I trust you. Whatever you think, I’ll do.” Few words weigh more heavily on me than those. And yet, nothing honors me more. When someone says they trust me, I know they’ve looked at my character and decided I have no selfish motive, no hidden agenda, only their best interest at heart. That’s the standard I strive for every day—so that when someone scans Caleb Moore’s “barcode,” it lights up in green letters: TRUST. Abraham Lincoln once said: “Stand with anybody that stands right, and part ways when he goes wrong.” That’s the truth about trust. When we find people who prove untrustworthy, we can’t just quietly back away—we need to run. Because once you’re stamped as untrustworthy, it doesn’t just hurt your career; it destroys your character. And a damaged reputation is something you may never fully recover from. So I’ll leave you with a poem that has constantly reminded me of what it means to carry the weight of trust: Your Name You got it from your father, It was all he had to give, So it’s yours to use and cherish, For as long as you may live.

Just finished up at the real estate convention and wow, what a turnout! One of My Favorite points from today is why do we resist change? Is it from a state of fear? And what are we actually fearful of? I want to know, what holds you back?

Every day and every moment we have the choice to do the right thing. When things do not go as planned, we it clearly is something we could have prevented, do you blame others or lean in and take responsibility of your actions. Then the right response follows

I sat in on your presentation today at our Annual Realtors Association conference. I saw a beautiful lady taking photo’s, recording and smiling, then I realized that she had to be your wife. I asked her on the way out, to confirm. 💯👏❤️ This was one of my favorite quotes today. Growth requires intentional efforts, throwing away old thoughts, habits and excuses. Proper planning and preparation prevents, poor performance was another good one. You did a phenomenal job. You shifted the energy in the room.

For the new members of the group, I want to thank you for joining our community! Most of you attended my session today, "Leading Beyond the Sign." I appreciate you attending and being involved during my time. Jodi and I will be posting business-related questions, ideas, and videos to help everyone grasp the hard lessons of running a business and understand what true principles are and how we use them each day. I look forward to getting to know everyone and hearing about your experiences. Be Principled, Caleb