From Family Values to Family Value: A Step-by-Step Guide

Family businesses who want to make better use of their values and culture often ask me the same question - “Where do we start?” My answer is always the same: my Values to Profit Framework?.

It’s designed to be a clear roadmap, showing family businesses exactly how to unlock the potential of their unique values and culture - to drive sales, profit, attraction, retention, and productivity.

By walking through the six key areas - starting right at the top with Values - you’ll see where to begin, where your biggest opportunities lie, and even where your greatest risks might be.

Let me show you how it works.

1?? Values – The Foundation

Your values sit right at the top of the Values to Profit Framework? - and for good reason. They’re the foundation everything else rests on. If your values aren’t clear, current, and widely understood, there’s no point moving onto the other areas.

So where do you stand?

• Have you clearly defined your values? Many family businesses haven’t - and they’re missing a huge opportunity.
• If you do have values, are they still the right ones?
• Could your employees recall your values - and explain what they mean - without hesitation?
• Do you have too many values? (Four is ideal; no more than six)
• When did you last review your values to ensure they’re still relevant and aligned to your current strategy?

If you can’t confidently answer these questions, this is where you need to start.

2?? Leadership – Walking the Talk

If your values are clear and current, your next focus is Leadership.

I’ve seen businesses invest heavily in leveraging their values - but with disappointing results because their leaders didn’t live those values themselves. Before you move forward, ask:

• Are all your leaders genuinely leading by example when it comes to values and culture?
• Do your leaders act as a coherent, consistent team - giving clarity and confidence to everyone around them?
• Are your leaders getting the coaching and development they need to align their leadership with your values?

If there are gaps here, fix them first, before you invest further.

3?? Culture – Living Your Values Daily

Values and leadership are just the beginning. A strong, intentional culture brings those values to life every single day - but it doesn’t happen automatically.

Consider:

• Have you clearly defined how your values translate into day-to-day behaviours?
• Or are individual managers left to interpret them in their own way?
• What gets recognised and rewarded in your business - and does it align with your values?
• Have you ever promoted someone who doesn’t embody your values - and what message did that send?
• Are there cultural inconsistencies across departments or sites?
• Have you acquired businesses and failed to fully integrate the cultures - leaving subcultures in place?

If you have strong values but your culture feels inconsistent, this is the area to focus on.

4?? People – Attracting & Retaining the Right Talent

Once your values, leadership and culture are aligned, the next step is making sure you leverage that alignment to attract, retain, and engage your people.

• Do you actively recognise and reward those who role model your values?
• Do you showcase your values and culture in your recruitment campaigns?
• Are you using real stories and videos to show why your business is such a unique place to work?
• Do you know if your values resonate with the talent you want to attract?
• Do you recruit for cultural fit and future potential?

Family businesses often have a unique advantage in attracting talent — if you fully embrace your values and culture as a key part of your employer brand.

5?? Customers - Your Hidden Differentiator

The first four areas focus internally - and for good reason. If you haven’t aligned your internal culture with your values, you can’t use those values externally as a competitive advantage.

When you do have that alignment, your values and culture become a powerful differentiator in your customer relationships. Ask yourself:

• Are you missing opportunities to showcase your values and culture as a point of difference?
• Do customers take you for granted - not fully understanding the unique value you bring?
• Do your customers even know your values - and more importantly, how those values benefit them?
• Are you still stuck in price-based conversations, instead of demonstrating the unique value your culture brings?

If you answered ‘yes’ to any of the above, you’re probably under-leveraging your values with customers.

6?? Storytelling - Bringing It All Together

This final element ties the whole framework together.

Family businesses have incredible stories - stories of resilience, investment, values in action, and long-term thinking. But many aren’t telling those stories effectively.

• Are you using storytelling to show future employees and customers that your values are more than just words?
• Do you share stories that prove how your values directly impact customer service and value?
• Do your stories differentiate you from your competitors?
• Do your stories give customers a solid “reason to believe” in your promises?

If you’re not using storytelling to demonstrate your values in action, you’re leaving untapped potential on the table.

Where to Focus First

If you’re wondering where to begin, the prompts above will help you identify your biggest opportunities - and risks - within the Values to Profit Framework?.

For each of the six areas, I have a tried-and-tested methodology to understand your specific needs and work alongside you to unlock the full potential of your values and culture.

If you’re ready to truly leverage your values and culture to drive sales, profit, attraction, retention and productivity, claim one of my limited 2025 slots by booking a call here to find out more: https://calendly.com/bev-bmc/values-profit-exploration-call

About Bev Mitchell

Beverley Mitchell is the Family Business Values and Culture expert.? She’s leading the movement in family businesses unlocking the potential to leverage their unique Values & Culture to drive sales, profit, attraction, retention and productivity.