The UncommonSense Character Framework
With Subject Matter Experts
Kip Morse, Former CEO, IABBB
Matt Sitter, CEO, AFN
Join us for a dynamic discussion on the UncommonSense Character Framework, highlighting character-driven leadership's power. Unlike rule-based compliance, this approach emphasizes self-evident principles—such as compassion, honesty, and integrity—that foster trust and transform organizational culture.
We'll explore how leaders who model high-character behaviors inspire their teams to be more productive, collaborative, and innovative, creating a foundation for lasting success. Learn how these uncommon yet essential tools can shape ethical, high-trust enterprises and drive meaningful organizational change.
Kip Morse
With 32 years of BBB experience and 22 years as president and CEO of the BBB in Columbus, Ohio, Kip Morse was tapped to lead IABBB in early 2021.
Kip is known for his commitment to integrity, having launched programs such as the BBB Torch Awards for Ethics, the BBB Spark Awards, Center for Character Ethics, the BBB TrustScore, and other programs that focus on the role of honor and
truthfulness in personal behavior and in business performance.
Morse holds a B.A. in criminal justice from Kent State University and was instrumental at the BBB in initiating and chairing the Ohio Consumer Fraud Advisory Group (attorney general, state and local law enforcement, and regional offices of the FBI, Federal Trade Commission, and the Department of Homeland Security). As well as sitson the Ohio Attorney General’s Charitable Advisory Committee. Among the many honors and recognitions, he received the 2020 FBI’s Directors Community Leadership Award.
He supports causes associated with the Autism and Down Syndrome population as well as Gracehaven which serves youth and families by providing sex trafficking prevention services and by empowering youth rescued from sex trafficking to thrive with dignity in a renewed life.
He and Leslie, his wife of 37 years, have three grown daughters. They are active in the Columbus community, especially with causes related to autism and Down syndrome, which have impacted their family.
Former CEO, IABBB
Matt Sitter
CEO, AFN
Matt Sitter is a passionate believer in the power of networks to innovate and realize new opportunities. His career has focused on helping leaders grow, succeed, and to mobilize their teams, organizations, and networks.
Matt’s work has spanned a broad array of industries including Healthcare, Technology, Real Estate Investment, Consumer Products, and Finance (amongst others). He has worked with multiple Fortune 500 executive teams, Private Equity firms, startups, and everything in between.
In addition to his role at AFN, Matt is currently a partner at the Advisory Services firm, Advantary. His experience includes leadership roles at The McChrystal Group, CrossLead, Inc., and MedLever. He has led multiple functions including Product Management, Marketing, Reimbursement, and Product Development.
Matt is a certified Executive Coach, completed his undergraduate studies at Brown University and received his MBA from Dartmouth College’s Tuck School of Business. He is a proud father and husband.
