Have you ever noticed that Virgin are the same no matter where they are? Consider people that work for them… they all look like they are having fun don’t they? I have worked in a few places that felt like death on a stick. If you met someone who left there and you talked about it what is the thing they remember most of all? How bad it was to work there! In most places there are strategic level values that filter down to the place where we work. The day to day reflects the bigger picture ‘feelings’ and ‘values’ that are at work in the organization. What is it that you wish your business to be known for? A good ‘heart’? A fun place? Well here are some of the things you will have to think about in order to make that happen.
What do you want your values to be?
Gloria Jean have worked well in this country to portray a loving image. They are very public with their charity work and make it known what their values are. What do you want people to think when they think about you? Work it out. For me, I want people to engage with me (either through my work as a lecturer or whatever) and feel like they got something out of it. If my business is teaching… I want people to say certain things about me… so I set strategic values that I live by in my teaching. For example, I want people to leave with a concept… so I use a narrative structure and teach around one idea. If nothing else you will leave that lecture with that idea.
Say you are a tree-lopper. You want people to think something of you don’ t you? You want people to say, ‘that tree-lopper is the best damned tree-lopper that I have ever used I want to use that person again!’ What is the impression you want to give to them? What are the values you want them to recognise? Get the picture? If not, consider it this way. What do you want people to say (i.e. word of mouth marketing) about your business? Write down a list immediately!
Building in values from the top down
Most westernised business have some semblance of a traditional hierarchy. Now before you pick up your rocks let me explain what I mean. There is usually a managerial structure in place that allows you to recognise a so-called chain of command. The person who is at the top of the chain has to create the flow on to the other people in the business. Once you have worked out what you want your business to represent you need to begin working in the values as a matter of practice. This is not an easy thing to do especially if those in the business are resisting it. However, you must persist with this over an extended period of time. Think of ways you can demonstrate these values without the use of coercion and bullying. Be clever!
Finding leaders to work with
Every movement in the history of man is based on a set of values. Setting these values should NOT as spurious as a mission or value statement. Nothing wrong with such things but there must always be practical outlets on a day to day basis. Hiring the right kind of people who share your values is more important than hiring people who are competent. I didn’t stutter! Your business would do better strategically if you had people with passion in the stead of good skills because that passion will flow on to your customers and they will recognise it.
Being consistent
The final phase after working in the values you want your business to reflect from the top down through key leaders is to be consistent. One thing you have to admire about a business with values like Virgin for example, is the consistency of their approach. Sure, they don’t always get it right but each time I have encountered them either on a plane or someone else I have found their approach to be consistent and my engagement with their brand likewise. This is clearly a strategic vision that has been cautiously worked in over time. It’s this kind of consistency that has made it what it is today.
Working with the right people
A general manager friend of mine said something which I have not forgotten. He said that it’s very hard to flow with people who don’t have similar values. It’s easy enough to say but without the right people willing to work with the strategic value set you have chosen for your business it simply will never come to pass. Author John Scott says that the highest form of power is collective mobilisation. When people work together it creates cohesion that no other social power can match. The problem can be that people often get sidetracked by career, selfish goals and other things at the neglect of the strategic vision. Nothing wrong with having goals or looking to get ahead, that’s important. A careful balance is suggested here.
A good strategic set of values is only as good as the environment it’s going into it. Think of your business as a seedbed that grows values overtime. With the right group of people growing the values day after day the right kind of results can ensue and good leadership is always important. Without these elements… you will NEVER have the values flowing out of your business that you desire.
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