The 12 MURFF Values: A Blueprint for the Next Gen

The 12 MURFF Values: A Blueprint for the Next Gen

Part 1: Why Values Matter More Than Ever

At MURFF, we’ve always believed that it takes more than talent or trend to raise a legend — it takes values. And in today’s fast-moving, filter-filled world, knowing who you are and what you stand for matters more than ever.

That’s why we built MURFF on 12 core values — the foundation for strength, purpose, and growth. These values don’t just sit in a slogan — they show up in everyday life, in the little moments, in how our kids move through the world.

Over the coming weeks, we’ll be unpacking each of these values — through stories, lessons, and reflections from our own journey with Murph and the amazing people around him. Because values aren't taught by talking — they’re shaped by doing, by showing up, and by modeling up.

Here’s what we’ll be diving into:

The 12 MURFF Values

  1. Stability

  2. Balance

  3. Ambition

  4. Growth

  5. Power

  6. Strength

  7. Creativity

  8. Resilience

  9. Unity

  10. Harmony

  11. Transformation

  12. Risk-taking

So... Why Does This Matter for Our Kids?

Because we’re not raising followers — we’re raising leaders.
We’re raising role models who know how to weather life’s ups and downs with heart, courage, and grit.

And we’ve seen it first-hand.
Like when Murph stepped up on his first Melbourne trip — navigating trams, reading maps, finding confidence in the unknown. He was growing, learning, and living the values in real time.
That’s not just parenting wins. That’s values at work.

We’ve also seen it on the sidelines of junior sport. In the kid who helps a teammate up. In the one who claps for others, even when their team loses.
That’s resilience, unity, and character. That’s MURFF.

What You Can Expect

Over the next 12 blog posts, we’ll be diving deep into each value. You’ll get:

  • Real-life moments (the wins and the wobblies)

  • Tips to bring each value into your home

  • Stories from Murph and the legends in his life

  • The “why” behind each value — and how it helps shape better humans

This isn’t just for parents. It’s for mentors, mates, teachers, and everyone who believes that who our kids become is more important than what they achieve.

So whether you’re navigating a tough moment, cheering from the sidelines, or simply trying to raise a good human in a messy world — this one’s for you.

Stay tuned for Part 2: Stability — the foundation of everything.
Because before we can fly, we’ve got to know where we stand.

 

#ModelUp #BuiltOnValues #MURFFMindset #BetterHumansStartHere #The12MURFFValues

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