Conversely ethics or values can be taught and refined as the leader grows. Each organization has different values and ethics that must be adhered to and these must be taught by each organization so that the leader can conform and adapt to the expectations or the organization and the industry. Tubbs and Schulz (2006) point out that organizations that have leaders who adhere and demonstrate a strong set of ethics and values will succeed over the long-term in various environments. While ethics can be taught, it is easier for a leader to change their behaviors than for them to change their ethical beliefs and values (Tubbs & Schulz). The leader must also have and demonstrate competencies in the areas that are essential for the survival and growth of the organization. Some of these competencies include innovation and creativity; communication skills; change management; and a holistic understanding of the organization and its internal and external environments (Tubbs & Schulz, 2006). All of these are important competencies, but the leader must demonstrate competence in the holistic understanding of the internal and external environments, if not, the leader does not have the ability to lead and guide the organization to the attainment of future strategic goals in addition to impeding the organization’s ability to compete in a global marketplace.