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Defining Core Values for Success
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Taylor LarkinSuivre
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Defining Core Values for Success
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Strong Core Values are the cornerstone of successful Organizations. At Open-i Advisors we guide companies through uncovering their corporate values and leveraging them for everything from hiring and employee onboarding to sales and marketing.
Taylor LarkinSuivre
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Defining Core Values for Success
- Core Values Strengthen Your Core Values and stand out from the competition
- Intros Christian Dawson Open-i Advisors Co-founder Taylor Tricarico Open-i Advisors Consultant Hilary van der Meulen Open-i Advisors Co-founder
- A company’s values – what it stands for, what its people believe in, are crucial to its competitive success. - Robert Haas
- What are Core Values Values match the vision and mission of the company Core values represent your team identity: the principles, beliefs, and philosophy that drive your business Values release and direct energy, motivating people. Values are the general principles for the communication and co-operation within the company Core values are the qualitative goals the company strives for, to achieve in all its activities Core values show employees how to behave In the minds of your customers or partners, core values are why they choose you
- Why Core Values? Values are at the center of how you: Hire staff Evaluate and promote staff Select partners Sell products Care for customers Exist in your community Differentiate yourself from your competitors
- Values Should… ….reflect people’s motivation for doing the company’s work …be specific and grounded in reality …illustrate an alignment between all staff, top to bottom …be constructed with words and phrasing that the leadership and staff of your organization would actually use, giving a glimpse into your company’s personality
- Values Should NOT… …change with the organizations goals, leadership or the market. Core values must be able to stand the test of time … be marketing slogans. Core values written to appeal to an audience for marketing or PR purposes, are disingenuous and will harm, not help …be created in a vacuum. This is not a task for leadership, or the HR team, it is a responsibility of the entire organization to identify and promote core values …be visionary. Core values do not articulate who you want to be, they state who you ARE
- Example A: Starbucks 1. Provide a great work environment and treat each other with respect and dignity 2. Embrace diversity as an essential component in the way we do business 3. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee 4. Develop enthusiastically satisfied customers all the time 5. Contribute positively to our communities and our environment 6. Recognize that profitability is essential to our future success
- Example B: The Container Store 1. One Great Person = Three Good People. One great person is equal to three good people in terms of business productivity 2. Communication IS Leadership. Every day we practice consistent, reliable, predictable, effective, thoughtful, compassionate, and yes, even courteous communication 3. Fill the other guy’s basket to the brim. Making money then becomes an easy proposition 4. The best selection, service and price 5. Intuition does not come to an unprepared mind. You need to train it before it happens. 6. Man in the Desert Selling. This is our selling philosophy and we use it to astonish our customers by anticipating their needs, and exceeding their expectations 7. Air of Excitement. Three steps in the door, you know if a place has it. It’s what makes employees and customers alike want to be in our stores
- Generic values — Generic results 1. Integrity. Employees will demonstrate honesty and sound ethical behavior in all business transactions 2. Mutual Respect. Employees will consistently treat individuals with respect and dignity 3. Teamwork. Employees work together as a team 4. Communication. Employees will share information effectively with each other 5. Innovation. Employees will seek innovative and creative approaches to problem-solving 6. Quality. Employees will make excellence and quality a part of day-to-day work processes 7. Fairness. employees will commit to dealing fairly with customers, suppliers, partners, and each other
- Core values are found, not created. It’s not who you want to be, it’s who you are. - Adi Kunalic
- Finding Core Values At Open-i Advisors we have a Core Values Discovery engagement that takes Companies through a proven process of uncovering Core Values. It Includes: Surveying every employee on what values are important to them Drafting Core Value statements based on those values Putting the Core Value Statements to a vote by the entire staff Creating a plan for announcing, celebrating and leveraging corporate core values
- Finding Core Values The goal is to look for Overlap in what individuals value and discover what matters most to you as a collective.
- 1. Provide a great work environment and treat each other with respect and dignity 2. Embrace diversity as an essential component in the way we do business 3. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee 4. Develop enthusiastically satisfied customers all the time 5. Contribute positively to our communities and our environment 6. Recognize that profitability is essential to our future success If we look at the Starbucks Example again, we can see what values surfaced for them
- Now What? Write them down. Like, EVERYWHERE!!!
- Bringing Core Values to Life Events, Rewards and Awards
- Bringing Core Values to Life Look at every single Human Resources function through the lens of your core values: Interview questions: Create at least one for every core value. Onboarding and training: How quickly can you expose employees to your core values? Employee Handbook: Add the Core Values, STAT! Employee review paperwork: Create categories on your paperwork for each value. Evaluate employees against them. Policies and procedures: Are your policies and procedures in alignment with your values? If not, change them!
- It’s not hard to make a decision once you know what your values are. - Roy E. Disney
- Values in Action Project/Product Prioritization: Deciding what to do when, with limited resources, is always hard. Knowing and operating with your Core Values in mind makes these decisions much easier. How do you chose which projects to undertake? How do you communicate roadmap activities with customers and staff? What features do you decide to add to products?
- Values in Action Marketing/PR Revisit your marketing and PR activities, look for opportunities to highlight your values and culture Does your website reflect what you value as an organization? Shamelessly and boldly list your core values on your website. Is your advertising true to your values?
- Values in Action Partnerships and Vendors Alignment with partners is crucial, especially when you are reselling products and services. When evaluating new partners ask, ‘Do they share our values?’ Do the services and support they give you, boost not only your goals, but your values? Are you currently working with vendors who are so different from you in their goals, values, and corporate personality that it is causing discord?
- Values in Action Sales People are buying a relationship with you, not just the products and services you offer. Be transparent about who you are and the customers that align with your values will fall in line. Train Sales staff to “speak Core Values Examine your sales process Sell your values
- Values in Action Support If you have applied values to your recruiting, hiring, onboarding, training, and employee development this part is EASY. Just sit back and watch your support team live and promote your values in every interaction with customers.
- Want more Info? Visit our website or email us. We’d love to talk to you about how we can help your company uncover and leverage your core values. Openiadvisors.com info@openiadvisors.com
Notes de l'éditeur
- Christian OVERVIEW: There is a lot of talk and buzz right now about culture and values. From large corporations to small brick-and-mortar businesses, leaders have realized the value of stating why they do what they do and making business decisions around these ideals. What we will do in this workshop is give you a step by step guide on HOW to develop, maintain and promote core values that are true to your organization and can be used as a powerful tool for differentiation from the likes of AWS. Quote: (Chairman/CEO Levi Strauss)
- Vision is what you aspire to be, Mission is how you will do it, Values are the behaviors you will follow while you are reaching for your mission. However, if you if you haven’t taken the time to intentionally establish a specific set of standards, you run the risk of others shaping your business’s public perception.
- Core Values are at the cornerstone of all business decisions. There is nothing more important in developing and maintaining powerful businesses than establishing a winning culture base on published core values. People want to work for companies that are governed by established principles and management that supports them. Consumers want to buy from companies that exists for reason they undersatnd and can relate to. Core values are where powerful businesses begin, and smart management will diligently work to enhance their effectiveness
- I suggest giving examples of a well known but opposite non-hosting industry companies to help people wrap their heads around the concept in general terms. Then ask – What do these two sets of Core Values have in common? Q: What jumps out at you about these values? A: We can tell what business they are in A: There is a sense of balance – employees, customers, community, profits A: They are fairly concise – no paragraph explanations needed.
- These guys sell plastic containers. Plastic Containers!? But they do it with a set of guiding core values UNIQUE to them. Q: What jumps out at you about these values? A: Sense of their personality. A: Very unique. Not sure any other company would reference a man in the desert. A: You can feel the energy these values generate. What do these values have in common? Where do they differ?
- Here is an anonymous example of less than stellar values. Q:These are all good, honorable values, right? So, what is wrong? A: There are no differentiators here. A: They pretty much covered everything without zeroing in on what they stand for the most. A: Over-simplified and Generic. We get no sense of the company’s personality. A: Buzz words aimed at customers, not employees A: Too vague
- TAYLOR The language we use when we talk about Core Values is to develop core vales, create them, build them. I’m even guilty of this terminology, when really what we are doing is finding, uncovering, bringing to light values that already exist in an organization's people. They already exist, we just have to uncover them. I once helped a 15 year-old hosting company find their values – after 15 years of working together, in the same business, do you think it was hard to find them? Nope. It was as easy as asking the right questions and really listening to the responses. I am going to show you how I did it and how you can do it for your organization -- whether you have been around and working with the same people for 20 years or two months. (Do we want to share the Core Values survey for free to attendees? In exchange for their email address of course.)
- When we talk to employees and uncover values, Its about looking for overlap in what is important to your employees as individuals and what drives them as employees. Once we uncover the overlap leading a company through crafting their values statements becomes easy.
- Let’s look back at the Starbuck core values for an example of how to turn concepts into Values… If you reverse engineer these statements you can see the core concepts they started with. Treat each other with RESPECT AND DIGNITY Embrace DIVERSITY Apply the HIGHEST STANDARDS of EXCELLENCE Develop ENTHUSIASTICALLY SATISFIED CUSTOMERS Contribute to our COMMUNITIES and OUR ENVIRONMENT Recognize that PROFITABILITY is essential
- Taylor Once you have your values, spend a little time and money to create ways to display them. Posters, plaques, t-shirts, mugs. Create visible reminders everywhere.
- Acknowledging staff that personify the core values with Core value rewards Give a monthly customer support award already? Re-brand it around a specific core value that you appreciate in your support team. Hold events. If your value is creativity, have a chili cook-off and see who can make the most creative, but still edible chili. Create small opportunities to demonstrate a value. If you have a core value about embracing challenge, buy a few brain teaser puzzles, put them in the break room and give a gift card to the person(s) that accept the challenge and figures them out. I’ve even gone so far as to create a Core Values Roadmap that was followed just like a product development roadmap and held management to Core Value milestones and events. At the very least, plan ahead and put these events and awards on a calendar so you have one at regular intervals.
- Interview questions: Do you have at least one for every core value? After hiring dozens and dozens of staff I can confidently say that an individual who best fits your team culture is more important than the technical expertise that they may bring. Your interview process MUST include a core value alignment component. I’ve done this both in the main interview itself alongside questions about skills and work history and as a separate interview conducted by a small committee of peers. Being able to rely on your Core Values is ESPECIALLY helpful in times of accelerated growth. You can move quickly and confidently as you add staff because you are measuring them against an organization-wide standard. Onboarding and training: How quickly are new employees exposed to your core values? Employee Handbook: Add the Core Values, STAT! Employee review paperwork: Create categories on your paperwork for each value. Evaluate employees against them. Reviews become more rounded and easier with core values. We all know what it feels like to have an employee who doesn’t quite align with the rest of the Co. Now there is a way to evaluate and record where and how a mismatch occurs and take steps to improve behavior by setting your expectations around core values. The managers I have worked with LOVE this approach. As mostly tech-heads themselves, they appreciate having something more concrete to base the behavioral part of their employee analysis on. Policies and procedures: Are your policies and procedures in alignment with your values? If not, change them! Policies and procedures that govern behaviors are 100 times easier to create when you have core values to lean on. (I once worked for a company where my task was to build new policies for a rapidly growing technical and customer support teams. My first crack at it was met with resistance… it was not until I backed up 5 steps, took the entire company through a Core Values exercise similar to the one outlined here and applied those shared values to the policies and procedures, that I saw success)
- Hilary To move beyond just stating values to actually living them, teams have to focus on living values in everything they do. That means even when decisions are tough. Values need to move beyond generic statements to guide behaviors and influence strategic decisions. With strong values, strategies become guided by a unified identity— How? We’re going to show you.
- How do you chose which projects to undertake? When we talk to hosting companies about the challenges they face on a day-today basis, 8 out of 10 times they cite prioritization as something they struggle with. Maybe you already have a system for prioritization that includes things like Level of Effort, ROI and Customer and or Operational Impact. But I would guess that even with those hard metrics you STILL have trouble deciding where to concentrate your efforts. Adding Core Values to your analysis helps bring your decision making process into focus. Some examples of decisions that are easier when put through the lens of your core values include: How you communicate roadmap activities with customers and staff — and — What features you decide to add to products
- Does your website reflect what you value as an organization? Do visitors get a sense of your corporate personality. Does the energy that your values create come across? Shamelessly and boldly list your core values on your website Tease them on the home page and include an expanded description one layer in. Have fun with it, and don’t forget to use photos of your own people. Is your advertising true to your values? Do those banners, stickies and ads sell your company’s personality, not just your product
- When evaluating new partners ask, ‘Do they share our values?’ As an example, an organization that values transparency probably would not partner with a company that operates on closed systems You can also ask: Do the services and support they give you reflect your goals and your values? An organization that prides itself on top service is going to be disappointed by a partnership with a company that doesn’t prioritize customer service. Are you currently working with vendors who are so different from you in their goals, values and corporate personality that it is causing discord? We have seen many business relationships struggle when they aren’t working towards similar ends, leveraging similar values
- People are buying a relationship with you, not just the products and services you offer. Be transparent about who you are and the customers that you align with will want to do business with you. BONUS: You get to work with customers that are like you! Train sales staff to “Speak” Core values The language sales staff uses to describe products and services should highlight your values. Examine your sales process Look at how you are selling. Are you treating would-be customers the way your values dictate? If one of your values is honesty, are you being honest and setting proper expectations about what you can and can’t deliver? Sell your values Use your values to sell! Chances are that from a technology standpoint you sell the same thing someone else at this conference sells. Differentiate yourself during the sales process using your core values. Sell them on people, the company, the experience.
- SUPPORT. This is the easiest and best place to let your Values shine! If you have applied values to your recruiting, hiring, onboarding, training, and employee development this part is EASY. Just sit back and watch your support team live and promote your values in every interaction with customers. Let the energy your values create flow through them to the customers. If you are here at World Hosting Days its highly likely that support is big part of your value proposition, Core Values add fuel to your support.
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