Authentic Core Values

Creating Authentic Core Values for a Company that Earns Trust

Core values are the fundamental beliefs that guide a company’s actions, decision-making processes, and culture. When they are authentic, they resonate deeply with employees, customers, and stakeholders, building trust and fostering a strong, cohesive environment. However, creating authentic core values is not merely an exercise in crafting inspiring phrases; it requires introspection, honesty, and commitment. This article delves into the steps required to develop core values that genuinely reflect a company’s identity and earn the trust of all who interact with it.

Understanding the Importance of Core Values

Core values are the bedrock of an organization’s culture. They shape its identity and influence how it interacts with the world. Authentic core values:

1. Guide Decision-Making: They provide a framework for employees to make decisions that align with the company’s mission and vision.

2. Shape Company Culture: They define how employees interact with one another and with external stakeholders, creating a cohesive and supportive work environment.

3. Build Trust: When a company consistently upholds its values, it builds trust with employees, customers, and the broader community.

4. Differentiate the Brand: In a competitive marketplace, core values help a company stand out by clearly communicating what it stands for.

Steps to Create Authentic Core Values

1. Start with Self-Reflection

The first step in creating authentic core values is to understand what the company genuinely believes in. This requires a deep dive into the organization’s history, mission, vision, and the personal values of its leadership. Ask questions like:

• What does the company stand for?
• What principles have guided the company’s success?
• What behaviors are celebrated within the organization?

Leaders should take the time to reflect on these questions individually and as a team. The goal is to identify the values that are not just aspirational but are already embedded in the company’s DNA.

2. Involve Employees in the Process

Authentic core values cannot be imposed from the top down; they must resonate with employees at all levels. Engaging employees in the process ensures that the values reflect the collective identity of the organization.

• Surveys and Workshops: Conduct surveys or hold workshops to gather input from employees about what they believe the company stands for and what values they think should be prioritized.

• Focus Groups: Create focus groups that represent different departments and levels within the company to discuss potential values and ensure they are inclusive and representative of the entire organization.

• Feedback Loops: Keep open channels for feedback throughout the process to ensure that the values being developed are not only understood but also embraced by the workforce.

3. Align with the Company’s Mission and Vision

Core values should be inextricably linked to the company’s mission and vision. They must support the organization’s goals and be consistent with its purpose.

• Mission Alignment: Ensure that the core values directly support the company’s mission. For example, if the mission is to innovate in the tech industry, values like “creativity” and “continuous learning” might be appropriate.

• Vision Consistency: The values should also align with the long-term vision of the company. They should help guide the organization toward its future goals.

• Simplicity and Clarity: Avoid creating a long list of values. Instead, focus on a few core principles that can be easily communicated and understood.

4. Be Honest and Realistic

Authenticity comes from honesty. It’s crucial to create values that are realistic and reflect the true nature of the company, even if they reveal areas where improvement is needed.

• Avoid Clichés: Generic values like “integrity” and “excellence” can lose meaning if they are not backed up by specific, actionable behaviors. Instead, focus on values that are unique to your organization.

• Acknowledge Weaknesses: If the company is struggling in a particular area, such as customer service, it might be tempting to create a value like “customer-centricity.” However, unless there is a concrete plan to improve in this area, it could come off as disingenuous.

• Test for Authenticity: Ask whether the value reflects what the company currently practices or if it’s something the company aspires to but hasn’t yet achieved. Authentic values should be lived, not just stated.

5. Communicate and Embed the Values

Once the core values have been developed, they need to be communicated clearly and embedded into the company’s operations and culture.

• Internal Communication: Use a variety of channels—such as town hall meetings, newsletters, and the company intranet—to explain the values to employees. Provide examples of how these values are lived out in daily operations.

• Onboarding and Training: Incorporate the core values into onboarding processes for new employees. Regular training sessions can help reinforce these values and demonstrate their relevance to everyday work.

• Leadership Modeling: Leaders play a crucial role in modeling the core values. Their behavior should exemplify the values in action, setting the tone for the rest of the organization.

• Recognition and Rewards: Recognize and reward employees who demonstrate the core values in their work. This not only reinforces the importance of the values but also encourages others to live by them.

6. Regularly Revisit and Revise the Values

As the company grows and evolves, so too should its core values. It’s important to regularly revisit the values to ensure they remain relevant and reflective of the organization.

• Annual Review: Conduct an annual review of the core values to assess whether they still align with the company’s mission, vision, and current practices.

• Employee Feedback: Continue to seek feedback from employees to understand how the values are being perceived and whether they need to be updated.

• Adaptation: Be open to revising the values as the company’s culture and business environment change. However, any changes should be made thoughtfully and communicated clearly.

7. Live the Values

Finally, the most critical step in creating authentic core values is to live them. This means integrating the values into every aspect of the company, from decision-making to customer interactions.

• Consistency: Ensure that all company actions are consistent with the core values. Inconsistencies between stated values and actual behavior can erode trust quickly.

• Transparency: Be transparent about how the company is upholding its values. Regularly share examples of the values in action, both successes and challenges.

• Accountability: Hold everyone in the organization accountable for living the core values. This includes leadership, who must be the standard-bearers for the company’s principles.

Case Studies: Companies with Authentic Core Values

To illustrate the impact of authentic core values, consider the following examples:

• Patagonia: This outdoor apparel company is known for its commitment to environmental sustainability. Its core values, such as “Build the best product” and “Use business to protect nature,” are not just slogans—they are integrated into every aspect of the company’s operations, from product design to supply chain management. Patagonia’s authenticity in living these values has earned it a loyal customer base and a strong reputation.

• Zappos: Zappos, the online shoe retailer, is renowned for its focus on customer service. Its core value of “Deliver WOW Through Service” is a guiding principle for the company. Zappos invests heavily in training employees to provide exceptional service, and the company culture is built around this value. As a result, Zappos has achieved high levels of customer satisfaction and employee engagement.

• Ben & Jerry’s: The ice cream brand Ben & Jerry’s is known for its social activism and commitment to social justice. Its core values, such as “We seek to make the best possible ice cream in the nicest possible way,” reflect a commitment to both product quality and ethical business practices. Ben & Jerry’s consistently integrates these values into its marketing, sourcing, and corporate policies, building trust with consumers who share similar values.

Conclusion

Creating authentic core values is not a one-time task but an ongoing commitment to understanding, defining, and living the principles that define your company. When done correctly, these values can become a powerful tool for building trust, fostering a strong company culture, and differentiating your brand in the marketplace. The key to success lies in ensuring that the values are genuine, reflect the company’s true identity, and are consistently upheld by everyone in the organization. By following the steps outlined in this article, companies can develop core values that not only inspire but also create a foundation of trust that will support long-term success.