vision, mission, VALUES

Think of a poster you’ve seen in the workplace, yours or another company. Specifically, company posters about values. Maybe the ones that start with a headline like “OUR VALUES!” and then somewhere below that are words like “integrity” or “excellence.” We’ve all seen them somewhere. Maybe we’ve even participated in crafting them.

Those words do look nice. Even sound good. But more often than not, they lack true guidance for team members to operate in the company, customer, and culture’s best interest. They’re like the business equivalent of “Good vibes only” signs. They’re not unpleasant to look at by any means but they’re also the first thing that gets tossed out the window when reality hits and decision making backs you into a corner.

Our last two articles covered mission and vision.

Vision is the dream. Mission gives that dream structure.

Now we’re talking about values. The thing people turn to when that dream conflicts with convenience.

Here’s what strong values look like in practice today.

When REI decided to close all 190+ locations on Thanksgiving and Black Friday—paying 15,000 employees to ‘spend the day outside instead’—they proudly shut their doors on one of retail’s biggest days of sales. They’ve done this every year since 2015, and operationally made the day-off permanent in 2022. REI does this because they value time outside as a human right which extends to their own people.

When values are done right, they:

• Shape company culture

• Increase team alignment

• Enhance customer and client experiences

• Drive employee engagement and retention

• Reduce hiring misfires

• Define how the company operates

So what keeps values from becoming another poster on the wall people see every day but don’t rely on when more than just vibes go south?

Authenticity – They sound like the way you talk, not like hyperbole borrowed from a corporate handbook.

Relatability – They make the right people feel like they’re in the right place. And just as importantly, they show the wrong people they’re in the wrong place.

Decision-Making Levers – They function as criteria for decisions across business needs and customer requests. If it can’t help you decide something, it’s not a value.

Succinct Explanations – They must be easy for people to remember. If your team can’t recall them, they can’t use them when it counts.

When a business is on the brink of change, strong vision, mission, and values become another set of tools for decision making and a clear path forward.

Be sure to check out our other two articles on mission and vision.

In the next article of this series, we’re tapping into how to use vision, mission and values to drive outcomes with the brand platform.

Until next time,

The Jayniacs