Lead by example and get into the trenches with your troops and work along side of them when the situation calls for it. Don't ever ask your troops to do something that you would never do. After a period of time of consistency with this approach they will realize you are not a "lip service poser" and are the "real deal" because this IS WHO YOU ARE IN CHARACTER. At this point, the majority will bust through the wall for you when the chips are down and you need them to step it up and they will.
