Sharing Core Values
Too many business leaders return from a strategic planning retreat excited about the core values they’ve defined. They call a company meeting and announce them to the rest of the organization. They may even post them on the company’s intranet, display them on wall plaques, and print them in their employee handbook. Then they move on to the “more important” task of running the business.
I call this the “If we tell them, they will follow” approach. It doesn’t work. Without consistent communication, core values, like vegetables in a garden that’s inconsistently watered, will die on the vine. An organization’s culture, like a garden, needs constant tending. It’s not enough to own and define core values. They must also be continuously shared internally and externally, in words and deeds, through a variety of channels. As with any other marketing program, the message needs to be clearly focused, creatively presented, and frequently repeated.
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