2. Brad Moore

Brad Moore says that storytelling that changes lives is all about character—in more ways than one. The President of Hallmark Hall of Fame Productions says the importance is not just in the character of the protagonists of a drama, but of the character of those behind the productions, the values they espouse and want to communicate. As the leader for almost 30 years of the TV movie organization that has won 80 Emmys in its 60-year history, Moore places high value on the responsibility of aiming to touch people’s emotions. His years with Procter & Gamble (P&G) had a significant part in shaping that conviction.

“People ask me about the differences between Procter & Gamble and Hallmark Cards,” he says, “and I say that their similarities are far more important than their differences. Both companies I’ve had the privilege to work for have exemplary character and high ethical standards. Both always try to do what’s right for people, what’s right for employees, what’s right for consumers, and what’s right for customers. Do they have different personalities? Absolutely. But their exemplary character is the same.”