When we talk about being driven in a business sense, we think of moving forward with intense desire, toward a destination, and acquiring valuable things along the way…things like experience, connections, notoriety, revenue and more.
When you know Why you’re in business, then you can move onto creating the How—which is predominantly determined by your core “drivers” (i.e. Values). When the values of your business are clearly defined and so deeply embedded within your professional operations that every interaction demonstrates those values, then the question of How? is more easily answered, because all things will be executed in alignment with those corporate values.
Consistency is HUGE when it comes to the success of any business, and when values take a central role in decision making (for all parties involved), then there will be common threads that run through all operations. Your ideal customers will take note of this, and will come to trust your business as the go-to in the industry because they know what to expect and can respect your way of doing business because they share the values your brand demonstrates. Those same clients will then spread the word to others who share those values, working to bring more ideal customers on-board to grow your business and drive it forward. When values are at the core of every manoeuvre and professional relationship, the snowball effect is practically undeniable.
When Values are Core to your Standards of Doing Business, then you have a Values-Based Organisation in which…
Loyalty begets Loyalty.
Growth begets Growth.
A values-based organisation sounds great, right? Everyone should have one, right? Well, there are reasons that some companies that say they are values-based simply aren’t able to make it work. Here are a few of those reasons:
- A Lack of Honesty: If you’re operating under the guise of values you’ve chosen just because you think that’s what your audience wants to hear, or because those values seems to be ‘trendy’ at the moment, you will be found out. Trust will disintegrate, as will your brand. Instead of putting values down on paper that you pull from exterior sources, pull values from your heart. Choose values that you hold dear, and that you naturally demonstrate every day without prompt. These are the values that will motivate you to drive They are also the values that will foster authentic professional relationships that will be enjoyable as well as profitable.
- Hiring without Attention to Values: If you want your entire team to drive forward with a common goal and with true allegiance to your business’s purpose, they must share your corporate values. Without this, how can they genuinely support and build your brand? How can they stand behind your brand, make decisions that will grow your brand, seek out opportunities that will benefit your brand…champion your brand? Skipping this step is like marrying someone with the intention of ‘changing them.’ It rarely works, and the business is usually the biggest casualty.
- A Lack of Focus: Let’s face it: there’s a lot of noise out there. The competition is doing this, the market is doing that, the industry is moving in this direction, the community is moving in that All of these external influences, and many more, can detract focus from How you have committed to accomplish your Why They can cause you to lose sight of your values, and to make decisions that harm the consistency and trustworthiness of your company. Stay focussed by making your values visible to all involved, so that they are top-of-mind at all times. Meet regularly to discuss the team’s adhesion to values. Monitor, measure and refocus when necessary.
- An Emphasis only on the External: There’s a tendency amongst businesses to hyper-focus on what the public sees, with little attention paid to values that are demonstrated internally. In truth, the unwillingness of any team member to adhere to corporate values will eventually manifest externally. Alignment is crucial, inside and out.
Your business growth strategy cannot exist [for very long] without a How, and that How is facilitated by an honest, working list of values. Your corporate values may be integrity, excitement, fun, adventure and friendship. Or they might be accuracy, reliability, helpfulness, teamwork and knowledge. No two lists are alike, and yours will be no exception.
Have you clearly defined your corporate values? Do those values align with your vision? Do your team members, affiliates and clients share those values? For help with these questions and more, contact me via email or phone to have a free 30-minute consultation. This is a brilliant way to become clearer on the core values that will drive you and your team toward delivering a highly effective business growth strategy.