The Seven Army Values (LDRSHIP)
Loyalty — Bear true faith and allegiance to the U.S. Constitution, the Army, your unit and other Soldiers. Duty — Fulfill your obligations. Respect — Treat people as they should be treated. Selfless Service — Put the welfare of the nation, the Army and your subordinates before your own. Honor — Live up to all the Army Values. Integrity — Do what is right, legally and morally. Personal Courage — Face fear, danger or adversity (physical or moral).
What it actually means
Seven values, and the first letters spell LDRSHIP — which is exactly how recruits are drilled to remember them. Every Soldier can rattle these off. The honest note: they are a genuine standard and also a recruiting/training device, and the gap between the poster and the day-to-day is a real thing Soldiers talk about. "Selfless Service" and "Integrity" are the two that actually get tested when nobody is watching.
Where it came from
Formalized as the seven Army Values in the late 1990s and reinforced ever since through Basic training, the ID tag some Soldiers carry, and doctrine. LDRSHIP is the mnemonic, not a coincidence.
U.S. Army — reference