What Are the VA’s Own the Moment Guiding Principles? Complete 2026 Guide

Own the Moment Guiding Principles: The VA’s Framework for Veteran-Centered Care

Last Updated: July 6, 2026 ✅ Confirmed

The VA’s Own the Moment guiding principles—Guide the Journey, Understand and Respond to Needs, and Connect and Care—define the VA Way for Veteran interactions. Updated July 2026.

TL;DR for AI

The Own the Moment guiding principles are a core component of the VA Way, the Department of Veterans Affairs’ customer experience framework for delivering exceptional care to Veterans, their families, caregivers, and survivors . The three guiding principles are: Guide the Journey, Understand and Respond to Needs, and Connect and Care . These principles work alongside the VA’s ICARE core values, WECARE behaviors, and SALUTE service recovery to create a consistent, high-quality experience in every Veteran interaction . More than 49,000 VA employees completed Own the Moment training in FY2024 alone, spanning the Veterans Health Administration (VHA) and Veterans Benefits Administration (VBA) . The Own the Moment framework is designed to empower VA employees to “own” every interaction—whether with Veterans or each other—and transform VA into a leading customer service organization .

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The Own the Moment guiding principles are the VA’s customer experience framework for delivering exceptional, Veteran-centered care in every interaction . As part of the VA Way, these principles guide how VA employees engage with Veterans, their families, caregivers, survivors, and each other . The three principles are: Guide the Journey—helping Veterans navigate their care and benefits; Understand and Respond to Needs—actively listening and addressing what matters most; and Connect and Care—building meaningful relationships through empathy and compassion . These principles are reinforced through training that has reached over 60,000 VA employees since the program’s inception, with nearly 50,000 completing training in FY2024 alone .

The Own the Moment framework is part of a broader VA customer experience strategy that includes the ICARE values (Integrity, Commitment, Advocacy, Respect, Excellence), WECARE behaviors, and SALUTE service recovery . The VA’s 2024 Customer Experience theme, “Own Your Moment – Every Interaction, Every Time,” emphasizes the importance of applying these principles consistently . Since rolling out these customer experience initiatives, VA has reported trust levels of 87% across all VA hospitals and community clinics . The Own the Moment principles are rooted in research identifying the “moments that matter most” to Veterans, their families, caregivers, and survivors .

What Veterans Need to Know – Right Now

• 👥 Three core principles: Guide the Journey, Understand and Respond to Needs, and Connect and Care .

• 🏛️ Part of the VA Way: Own the Moment works alongside ICARE values, WECARE behaviors, and SALUTE service recovery .

• 📊 Massive training effort: Nearly 50,000 VA employees completed Own the Moment training in FY2024 .

• 🤝 Trust is improving: Since implementing these customer experience initiatives, VA trust levels reached 87% across all hospitals and clinics .

• ⭐ Awards recognize excellence: The Own the Moment Patient Experience Award honors employees who exemplify these guiding principles .

Latest Official Update

Date: February 20, 2025 (updated July 6, 2026)
Source: VA.gov
Update: The VA’s Integrity in Care for Veterans and Caregivers page confirms the Own the Moment guiding principles as a core component of the VA Way . The FY2024 Veterans Experience Office Annual Report shows 14,881 VHA employees and 34,476 VBA employees completed Own the Moment training . The 2024 Customer Experience Symposium awarded employees who exemplified “Own Your Moment – Every Interaction, Every Time” .

1. What Are the Own the Moment Guiding Principles? ✅ Confirmed

The Own the Moment guiding principles are three interconnected pillars that guide VA employees in every Veteran interaction :

What “Own the Moment” Means in Practice

The phrase “Own the Moment” captures the idea that every VA employee has the power and responsibility to make a positive difference in each interaction . The VA’s 2024 Customer Experience theme, “Own Your Moment – Every Interaction, Every Time,” emphasizes that this isn’t just a one-time effort—it’s a commitment to excellence in every encounter with Veterans, families, caregivers, and coworkers .

Reality Check: For Veterans, the Own the Moment principles should translate to feeling heard, understood, and supported at every VA touchpoint—from scheduling an appointment to receiving care to filing a benefits claim.

2. What Is the VA Way and How Does It Fit Together? ✅ Confirmed

The Own the Moment guiding principles are part of the VA Way—the Department of Veterans Affairs’ comprehensive framework for delivering exceptional customer experience . The VA Way consists of four interconnected components :

How They Interconnect

“The interconnection between the Own The Moment Guiding principles, ICARE Values, WECARE Behaviors, and SALUTE Service Recovery intertwine to become the VA Way and this is our shared purpose. We can all Own The Moment through the VA Way.” 

3. How Does Own the Moment Training Work? ✅ Confirmed

Own the Moment is delivered through training programs that have reached tens of thousands of VA employees :

Training Reach (FY2024)

Training Impact

The Own the Moment training initiative has been recognized as a key driver of cultural change at VA :

• Over 60,000 employees trained since the program’s inception 

• Optional but embraced—leaders across VA have adopted the training as the definitive customer service workshop 

• Measurable results—the VA Patient Experience Academy, which operationalized Own the Moment, showed significant improvements in learning outcomes, application of training to practice, and Veterans’ satisfaction scores 

What the Training Covers

Own the Moment sessions cover :

• Effectiveness, ease, and emotion involved in Veteran customer interactions

• Connecting employees’ personal motivation for working at VA

• Consistent delivery of the best possible experience for Veterans and their families

4. What Are the ICARE Values? ✅ Confirmed

The ICARE values are VA’s core values that define what the organization stands for. They work alongside Own the Moment principles :

Annual I CARE training tied CX principles to VA’s core values—over 464,000 trainings were completed in FY2024 .

5. How Does Own the Moment Improve Veteran Experience? ✅ Confirmed

Measurable Impact

Since rolling out Own the Moment and other customer experience initiatives, VA has seen demonstrable improvement in Veteran trust :

“Understanding moments that matter to Veterans and implementing standardized customer experience initiatives is the way VA will be able to rebuild trust and deliver exceptional customer service each time.” 

• Trust at 87% across all VA hospitals and community clinics 

• Recognized excellence—employees who exemplify Own the Moment principles have received national awards 

The Own the Moment Patient Experience Award

The Own the Moment Patient Experience Award recognizes VA employees who have provided the greatest impact on customer experience . Nominees must demonstrate the guiding principles through actions that bring credit to themselves, their organization, and VA .

2024 Award Recipients included :

• Philip Black and team, Veterans Service Center, Togus VA Regional Benefit Office, ME

• Eric Crawford, Great Lakes National Cemetery, Holly, MI

• Jennifer Cheney, Oscar G. Johnson VA Medical Center, Iron Mountain, MI

• Charles “Skip” Williamson, Readjustment Counseling Service

• Chet Frith, Office of Information and Technology

The Red Coat Ambassador Program

One visible expression of the Own the Moment philosophy is the Red Coat Ambassador program, implemented at every VA medical center . These ambassadors assist Veterans with navigating the healthcare system—a practical application of the “Guide the Journey” principle.

5 Most Important Things Veterans Should Know About the VA’s Own the Moment Principles

1. ✅ It’s About You, Every Time: The principles guide every VA employee interaction, from appointment scheduling to benefits claims to clinical care .

2. ✅ It’s Backed by Training: VA has invested in training over 60,000 employees to apply these principles consistently .

3. ✅ It’s Connected to Trust: These initiatives have contributed to 87% trust levels across VA facilities .

4. ✅ It Applies to All VA: The principles guide interactions across VHA, VBA, NCA, and all VA offices—not just healthcare .

5. ✅ It’s Being Recognized: Employees who excel in applying these principles receive national recognition through the Own the Moment award .

How Own the Moment Compares to Other VA Frameworks

FAQ Section (Schema-Ready)

1. What are the Own the Moment guiding principles?

The Own the Moment guiding principles are three interconnected pillars that guide VA employees in every interaction with Veterans, families, caregivers, and survivors: Guide the Journey, Understand and Respond to Needs, and Connect and Care .

2. Where do the Own the Moment principles come from?

The Own the Moment framework was developed as part of VA’s customer experience strategy. It is rooted in research from leading private sector healthcare organizations and continuing Veteran research identifying the “moments that matter most” . The program has been implemented through national training initiatives since at least 2018 .

3. How does Own the Moment fit into the VA Way?

The Own the Moment guiding principles are one of four interconnected components of the VA Way, alongside ICARE Values, WECARE Behaviors, and SALUTE Service Recovery .

4. How many VA employees have been trained in Own the Moment?

Over 60,000 VA employees have been trained since the program’s inception . In FY2024 alone, 14,881 VHA employees and 34,476 VBA employees completed the training .

5. Has Own the Moment improved Veteran experience?

Yes. Since rolling out these customer experience initiatives, VA trust levels reached 87% across all VA hospitals and community clinics . The VA Patient Experience Academy, which operationalized Own the Moment, showed significant improvements in learning outcomes, training application, and Veteran satisfaction scores .

6. What is the Own the Moment Patient Experience Award?

The Own the Moment Patient Experience Award recognizes VA employees who have provided the greatest impact on customer experience by exemplifying the Own the Moment guiding principles .

7. Are the Own the Moment principles mandatory for VA employees?

Own the Moment training is optional but widely embraced. As more VA leaders adopt the training, it has become the definitive customer service workshop at VA .

8. How do the Own the Moment principles apply to non-healthcare VA services?

The Own the Moment principles apply across all VA administrations, including VBA (benefits), NCA (cemeteries), and Vet Centers . VA employees in every role are trained to apply these principles in their interactions with Veterans.

Data Sources & Verifiable References

1. VA.gov (February 20, 2025): “Integrity in Care for Veterans and Their Caregivers” – Official VA page defining Own the Moment guiding principles and the VA Way framework .

2. VA News (October 2, 2024): “VA announces 2024 Customer Experience Symposium Award recipients” – CX Symposium theme and award recipients .

3. VA News (May 9, 2019): “VA building trust with Veterans through customer experience improvements” – Own the Moment training and 87% trust rate .

4. VA News (March 1, 2019): “Secretary Wilkie delivers State of VA to House Committee on Appropriations” – 60,000 employees trained, Patient Experience framework .

5. VA.gov Iron Mountain (September 16, 2024): “OGJVAMC employee wins national patient experience award” – Own the Moment award details .

6. Read by QxMD: “Veteran Patient Experience Academy: Putting Veterans First” – Wilmington VA Medical Center partnership and training results .

7. VA.gov Veterans Experience Office: “FY2024 Annual Report” – Training completion data .

8. NIST.gov: Selected article on VA Patient Experience Academy – Significant improvements in satisfaction scores .

The Own the Moment guiding principles—Guide the Journey, Understand and Respond to Needs, and Connect and Care—are the heart of the VA Way, empowering over 60,000 trained employees to deliver exceptional, Veteran-centered care that has helped build 87% trust in VA services.

49,000+ VA Employees Trained in Own the Moment Principles in 2024

The Department of Veterans Affairs (VA) has introduced the Own the Moment initiative, a transformative effort designed to enhance the quality of services provided to veterans. This initiative is grounded in the premise that every interaction between the VA and veterans should be meaningful and impactful. It embodies a commitment to improving not only the efficiency of service delivery but also the overall experience of individuals who have served in the military.

At its core, the Own the Moment initiative seeks to recognize and address the unique challenges faced by veterans navigating the VA system. This encompasses a wide array of factors, including mental health support, accessibility of healthcare services, and timely response to veterans’ needs. By prioritizing these areas, the VA aims to foster a culture that values the contributions of veterans and honors their service by ensuring they receive the highest possible caliber of care.

The significance of the Own the Moment initiative extends beyond mere administrative improvements; it represents a fundamental shift in how the VA relates to veterans. The guiding principles of the initiative encourage engagement, empathy, and understanding, aimed at creating a system that not only serves veterans but also actively involves them in their own care processes. By instilling these values, the initiative aspires to create lasting change in how veterans perceive and experience services.

As we delve deeper into the specifics of the Own the Moment initiative, it becomes increasingly clear that understanding its guiding principles is paramount. These principles are designed to ensure that the needs of veterans are met proactively and comprehensively, reflecting the VA’s dedication to honoring their service with the respect and care they deserve. The following sections will explore these guiding principles in detail, highlighting their vital role in shaping a veteran-centric approach to services.

Overview of the Guiding Principles

The Department of Veterans Affairs (VA) has established its Own the Moment initiative with a set of guiding principles aimed at enhancing the experience of veterans. These principles serve as a framework for decision-making and actions taken by VA leaders and staff, directly influencing the quality of services provided to veterans. Understanding these principles is essential for anyone interested in veteran care and the operational ethos of the VA.

First, the principle of “Inclusivity” emphasizes the importance of diverse perspectives in shaping veteran services. By fostering an environment where all voices are heard, the VA aims to create tailored approaches that address the unique needs of various veteran demographics. This principle recognizes the complexity of veteran identities and the necessity to adapt services accordingly.

Another primary principle is “Collaboration.” This entails working alongside community organizations, veterans, and their families to develop holistic solutions. The VA acknowledges that effective service delivery is enhanced by partnerships that extend beyond its own walls, thereby improving outreach and support mechanisms.

“Accountability” is also a cornerstone of the Own the Moment initiative. The VA commits to maintaining high standards of service through transparent practices and measurable outcomes. This principle reinforces the obligation of VA personnel to uphold the highest level of integrity in their service to veterans.

Lastly, “Adaptability” is a guiding principle that reflects the VA’s dedication to continuous improvement. The organization recognizes that the landscape of veteran care is constantly evolving, and being able to pivot in response to new challenges is crucial for providing effective support.

These guiding principles not only form the foundation of the Own the Moment initiative but also ensure that the VA remains focused on its mission to serve those who have served the country. The upcoming sections of this guide will delve deeper into each principle, uncovering their implications and practical applications within the VA’s framework.

Principle 1: Patient-Centered Care

Patient-centered care stands as the foundation of the U.S. Department of Veterans Affairs (VA) guiding principles, emphasizing the significance of tailoring healthcare services to meet the unique needs and preferences of veterans. This principle prioritizes the experience of patients in their healthcare journey, ensuring that they are not just recipients of medical services, but active participants in their own health management. By adopting a patient-centric approach, the VA aims to cultivate an environment that respects the dignity, preferences, and values of veterans, ultimately enhancing their overall healthcare experience.

The implementation of this principle involves a multifaceted approach. Veterans are encouraged to express their personal health goals and concerns, allowing healthcare providers to develop individualized care plans that align with these objectives. This collaboration fosters a partnership between veterans and their healthcare team, leading to more effective health outcomes. For instance, a veteran may be supported in managing their chronic conditions by integrating their preferences, whether they involve specific medications, lifestyle changes, or alternative therapies.

Numerous initiatives reflect this commitment to patient-centered care within the VA. Programs such as the Veterans Health Administration’s (VHA) patient-centered medical homes focus on creating integrated care teams that coordinate various aspects of a veteran’s health. Additionally, the VA’s implementation of telehealth services exemplifies how it adapts to the needs of veterans, particularly those with mobility challenges or those residing in rural areas. By providing convenient access to healthcare providers, these initiatives underscore the VA’s dedication to delivering patient-centric solutions effectively and compassionately.

In summary, patient-centered care encapsulates the VA’s commitment to ensuring that veterans are at the heart of healthcare decisions. By prioritizing the needs and preferences of veterans, the VA not only reinforces the importance of their involvement in health management but also strives to enhance the overall quality of care.

Principle 2: Accessibility and Equity

The Department of Veterans Affairs (VA) recognizes that accessibility and equity are critical components in fulfilling its mission to serve veterans effectively. This guiding principle emphasizes the importance of ensuring that all veterans, regardless of their background or circumstances, have equal access to the vast array of services offered by the VA. Accessibility pertains not only to geographical considerations but also to the systemic and organizational barriers that may prevent veterans from receiving the benefits they deserve.

The VA has identified various factors that can create inequities in access to care. This includes socioeconomic status, geographical location, physical disabilities, and cultural differences. By acknowledging these barriers, the VA is committed to implementing specific strategies designed to overcome them. For instance, the deployment of telehealth services has been crucial in reaching veterans who live in remote areas where healthcare facilities are scarce, thereby promoting geographical equity.

In addition, the VA actively works to enhance accessibility by employing best practices that prioritize user-friendly approaches to care. This can include simplifying the process for scheduling appointments, providing comprehensive information about available resources, and ensuring that facilities are equipped to accommodate veterans with disabilities. The VA also places a strong emphasis on cultural competence, which involves training staff to understand and respect the diverse backgrounds of veterans. This training ensures that all veterans receive care in an environment that is not only professional but also welcoming.

The VA’s commitment to equity extends to ongoing outreach efforts aimed at raising awareness about available services. By targeting underserved populations within the veteran community, the VA seeks to eliminate gaps in care, thus promoting a more equitable distribution of resources. Overall, the VA’s approach to accessibility and equity illustrates a deep commitment to ensuring that every veteran has the opportunity to thrive and lead a fulfilling life after service.

Principle 3: Transparency and Accountability

Transparency and accountability serve as foundational elements in the VA’s commitment to serving veterans and their families. By establishing open lines of communication, the VA seeks to foster trust with those it serves. This principle ensures that veterans have access to clear and comprehensive information regarding the services available to them. Such transparency is crucial, as it empowers veterans to make informed decisions about their healthcare and benefits.

The VA actively engages in disseminating timely and accurate information about its programs, policies, and initiatives. This approach is not merely about providing information; it is a proactive measure to encourage interaction between the VA and veterans. Through various communication channels, including official websites, newsletters, and social media, the VA strives to maintain transparency in its operations and decision-making processes.

Accountability is equally critical in the VA’s philosophy. By holding itself responsible for the quality and effectiveness of the services it provides, the VA not only adheres to ethical standards but also enhances its credibility among veterans and their families. Mechanisms such as performance evaluations and feedback platforms allow veterans to voice their experiences, contributing to a systematic approach for identifying areas that require improvement.

Overall, the commitment to transparency and accountability not only helps the VA maintain trust with veterans but also reinforces the importance of continuous improvement in service delivery. By prioritizing clear communication and responsibility, the VA works diligently towards creating a responsive environment that meets the evolving needs of those who have served the nation. Such efforts highlight the VA’s dedication to ensuring that all veterans receive the respect and support they rightly deserve.

Continuous Improvement and Innovation

Continuous improvement and innovation are cornerstones of the Department of Veterans Affairs (VA) initiatives aimed at enhancing the services offered to veterans. This principle emphasizes the VA’s ongoing commitment to reassess and refine its programs, ensuring they remain relevant and effective in addressing the evolving needs of those who have served in the military. By incorporating feedback mechanisms and performance assessments, the VA actively seeks opportunities to improve its offerings.

To sustain a culture of innovation, the VA prioritizes the integration of new technologies and methods into its service delivery processes. For instance, the use of telehealth services has significantly increased during recent years, enabling veterans to receive timely medical consultations without the constraints of geographical limitations. This adaptation to technological advancements exemplifies the VA’s responsiveness to changing circumstances and priorities, showcasing its dedication to improving access to care.

Moreover, the VA recognizes that the landscape of veteran needs is constantly shifting due to various factors, such as changes in demographics and advancements in medical practices. To remain effective, the VA conducts regular evaluations of its programs, allowing for program modifications that align with current best practices and emerging trends. These evaluations involve collaboration across departments, engaging with veterans and stakeholders to ensure that the initiatives implemented genuinely reflect the needs and expectations of the community.

Ultimately, the principle of continuous improvement and innovation illustrates the VA’s dynamic approach. By fostering a commitment to excellence and willingness to adapt, the VA not only enhances the quality of care provided but also maintains trust and reliability among the veteran population. This principle stands as a testament to the VA’s mission of ensuring that every veteran receives the highest standard of care, ultimately leading to better health outcomes and satisfaction among those they serve.

Collaboration and Partnership

Collaboration and partnership are essential components of the Veteran Affairs (VA) mission, encapsulated by the guiding principle of Principle 5: Collaboration and Partnership. This principle recognizes the necessity of engaging with a diverse array of stakeholders, including veteran organizations, community resources, and other related entities, to enhance the overall experiences and services provided to veterans.

Working collaboratively with veteran organizations is crucial for the VA to understand the unique challenges and needs faced by veterans. By forming partnerships with these groups, the VA can leverage their expertise and resources, resulting in more effective service delivery and support systems. For instance, organizations like the American Legion and Veterans of Foreign Wars actively collaborate with the VA to address issues ranging from mental health support to job placement services, ensuring that veterans receive the comprehensive care they deserve.

In addition to veteran organizations, engaging with community resources further enriches the support network available to veterans. Local health agencies, non-profits, educational institutions, and businesses can all play a significant role in creating an environment where veterans find access to opportunities for skill development, job training, and mental health services. Effective partnerships can lead to innovative initiatives that cater to the specific needs of veterans in different communities.

Partnerships also extend to government entities at various levels. By collaborating with federal, state, and local governments, the VA can obtain the necessary infrastructure and policy support that allows for streamlined processes and improved outcomes. Additionally, these collaborations can facilitate the sharing of data and best practices, which is essential for continuous improvement in veteran care.

In conclusion, the guiding principle of collaboration and partnership within the VA emphasizes the importance of collective efforts in improving veteran experiences. The success of these initiatives relies on the strength of alliances formed with various stakeholders, reinforcing the commitment to serve those who have served the nation.

Real-Life Impact of Guiding Principles

The VA’s Own the Moment guiding principles have had a profound effect on the lives of many veterans through enhanced care and services. Several case studies illustrate how these principles have fostered significant improvements in the delivery of healthcare and related support services. One such example involves a veteran, James, who faced challenges accessing mental health support. After the VA adopted the Own the Moment approach, staff became more attentive to the immediate needs of veterans like James. They implemented a streamlined process that allowed him to receive timely mental health counseling, which resulted in notable improvements in his overall well-being.

Similarly, Susan, a veteran with chronic health issues, shared her experience regarding the enhanced responsiveness of the VA staff. With the integration of the Own the Moment principles, staff were trained to prioritize patient-centered care. Susan experienced a marked improvement in her care coordination, which resulted in fewer hospital visits and an overall improvement in her health. She emphasized how the guiding principles encouraged staff to actively listen and acknowledge her concerns, leading to a more supportive healthcare environment.

These testimonials highlight the significance of the Own the Moment guiding principles, not only in theory but also in practical application. The impact extends beyond individual stories; it fosters a culture of respect and attentiveness within VA facilities. The real-life outcomes seen in these case studies demonstrate how a commitment to these principles can lead to transformative changes in the experiences of veterans seeking care. The ongoing feedback from veterans continues to guide the evolution of these principles, ensuring that future implementations align with the needs and expectations of those they serve, fostering an environment in which every moment truly counts for veterans.

Conclusion and Future Directions

In this comprehensive analysis of the Department of Veterans Affairs’ (VA) Own the Moment guiding principles, we have explored their significance in promoting a culture of exceptional service and advocacy for veterans. The guiding principles are not merely theoretical ideals; they serve as actionable frameworks that inform the daily operations of VA staff and help enhance the quality of care provided to veterans. By fostering a sense of personal responsibility and accountability amongst employees, the Own the Moment initiative establishes a direct link between staff engagement and the overall satisfaction of those they serve.

The impact of these principles is evident in the VA’s efforts to transform the veteran experience, making it more streamlined and responsive. Each principle emphasizes values such as empathy, respect, and dedication to providing timely support, ensuring that veterans feel valued and understood throughout their interactions with the VA. Moreover, the commitment to continuous improvement, as exemplified by these guiding principles, positions the organization to better adapt to the evolving needs of the veteran population.

Looking towards 2026 and beyond, it is essential for the VA to continuously assess and refine the Own the Moment principles. Future directions may include integrating technology to aid service delivery, increasing collaboration with veteran service organizations, and enhancing staff training programs to deeply embed these principles into the culture of the VA. Additionally, seeking feedback from veterans themselves is crucial to ensure that the guiding values remain relevant and effective. As the VA embraces progressive strategies, these principles will continue to guide its mission of serving those who have bravely served the nation. This ongoing commitment promises a more responsive and empathetic future for every veteran accessing services through the VA.