Safety First! Target Zero! No Harm! You repeat it often. You've plastered it all over the office and at the worksites. But do you really mean it? Think about your actions and decisions over the last year. Do they all make the workplace safer? Did you ever sacrifice safety for production? Even a little bit? This book is intended to be your mirror. How do people in your organization describe your safety leadership? Do you know? They, not you, decide what kind of safety leader you are by interpreting your words, actions, decisions, and behaviors. This book will not tell you what your safety vision should be, what Zero means, or whether you should aim for Zero. But it will show you how to be a credible safety leader. Sincerity + Consistency = Credibility. A credible safety leader must consistently demonstrate they are sincere in their commitment to safety, whatever it is. With credibility, people are more likely to follow you on the difficult journey to safety excellence. This book describes twelve traits people are looking for from a credible safety leader, using stories based on real experiences in dozens of companies around the world. This book also shows you how Safety leadership is hard. It's a 24 7 job, and the stakes are as high as they can people's lives. This book won't make it easy, but will make it easier.