Culture: Values are not enough

"When people are financially invested, they want a return. When people are emotionally invested, they want to contribute." - Simon Sinek

Culture: Values are not enough

It is common to see companies proudly display their core values on their websites, in their recruitment materials, and posted on their walls. These values are intended to guide decision-making and shape the organisation’s culture; however, their passive presence means that they often have little or no impact on achieving this purpose. They are both figuratively and literally wallpaper. To genuinely develop the right company culture, organisations must take additional steps: translating these values into desired behaviours and communicating them effectively through storytelling.

They are both figuratively and literally wallpaper.

The Limitation of Values Alone

Values represent what a company stands for, but they are inherently abstract. They exist as beliefs and intentions. They are what people think (or at least pretend to think) is important. However, beliefs alone are invisible and, therefore, do not drive tangible outcomes. For instance, a company might value integrity, but unless employees understand what integrity actually means, and exhibit this integrity in their daily actions, this value remains merely aspirational.

Translating Values into Behaviours

To move beyond aspirations, companies must translate values into specific, observable behaviours. This process makes the abstract tangible, providing employees with a clear understanding of how to embody the company's values in their everyday work. Here are some approaches for achieving this:

Define Behaviours Clearly: Articulate what each value looks like in practice. At Krispy Kreme, the awesome doughnut company, they have a value of Grow our Peeps, which is then clarified by the behaviour of “Learn and teach something new everyday”.

but it left employees in no doubt what was expected of them

Tap Into Emotions: Avoid using bland, corporate speak. For example, one organisation I worked with had a strong core value of ensuring 100% product availability for their customers. Their articulated behaviour was “We move heaven and earth to provide 100% availability for our customers at all times.” The emotive language of “move heaven and earth” might seem superfluous, but it left employees in no doubt what was expected of them.

Role Modelling: Leaders must exemplify the desired behaviours. When employees see their managers and executives consistently behaving in accordance with the company’s values, it reinforces the importance of those behaviours. Role modelling serves as a powerful method for embedding culture into the corporate fabric.

Making Values & Behaviours Memorable

Even with clearly defined behaviours, it’s essential to ensure that values and behaviours are memorable and understandable. Strong and frequent communication plays a critical role here, with storytelling being an especially effective tool.

You Can’t Overcommunicate: A good rule of thumb is that if you think you’ve communicated your values and behaviours enough, then you haven’t. Be deliberate and unapologetic about continually banging the drum. Don’t assume that everyone gets it. You know what assuming does, don’t you?*

Storytelling: Stories capture attention, illustrate concepts, and make messages more relatable. Use true stories from within the organisation where employees exemplified the company’s values in impactful ways. For instance, recounting specific incidents of above and beyond customer service to help set the tone for the level of excellence expected.

Create Fables: In addition to true stories, fable-like narratives can also be useful. These are hypothetical yet relatable scenarios that illustrate the values in action. Such stories can simplify complex ideas and make them more accessible to everyone in the organisation. When I worked at TGI Friday’s they were particularly good at this. Every employee understood the fable of the Hamburger Stand in the Garden of Eden and how it made sure we were always prepared properly.

stories can simplify complex ideas and make them more accessible to everyone in the organisation

The Impact of Holistic Culture Building

When values are translated into specific behaviours and communicated effectively through storytelling, the impact on organisational culture can be profound. Employees have a clear understanding of what is expected of them and are more likely to act in ways that align with the company’s principles. Moreover, a well-communicated and behaviourally integrated value system can enhance employee engagement, develop a sense of belonging, and drive overall business performance.

A holistic approach to culture building recognises that values alone are not sufficient. It requires a commitment to making values actionable and ensuring they are lived and breathed throughout the business. By focusing on behaviours and storytelling, companies can transform their values from mere words on a wall into a vibrant, guiding force that shapes everyday actions and decisions.

*I love the irony of this sentence!

How I Can Help You?

If you are an HR leader in an SME there are a number of ways that I can help you:

I do one-to-one coaching and mentoring for new and aspiring HR leaders in SMEs. Book in a chat here if you would like to know more about this.

I have a digital course focussing on the basics of HR strategy in smaller businesses. You can find out more about this here.

Company culture is a topic very close to my heart and an area that I’ve done a lot of work in. If you need help or guidance with establishing or changing your culture then book in a call here.