This study investigates the best method for developing character and aligning personal and organizational values in the United States Coast Guard. All five of the military services embarked on comprehensive efforts to develop character and teach core values. Several environmental and cultural events inspired this endeavor. Military services are competing for scarce resources: new personnel. Challenges in recruiting and retention are threatening the readiness of the five branches of the military, particularly the U.S. Coast Guard, the smallest of the five military services. Society appears to be experiencing increased youth violence, suicide rates, drug and alcohol abuse, and illegitimate births. Some attribute this "bad" behavior to the lack of moral values, thus inspiring a corresponding resurgence of character education in schools. Of the dwindling pool of qualified candidates willing to consider the military, many potential recruits have engaged in activities directly contrary to military values, such as gang membership and drug use. At the same time, the public and the military organization itself holds its members to higher moral standards. The global environment enables smaller groups of military members' moral behavior to impact international relations. The reputation of the military is tarnished each time the media discovers breaches of honor by military members. For the military, this perceived deterioration of character and values threatens to undermine both the operational readiness and public support necessary to maintain an effective and empowered fighting force. Together, these factors make the character and values of military personnel as evidenced by their moral choices and behavior more critical than ever.