Building a company and brand today is very different from building one 50 years ago.
It used to be that a couple of executives got together in a board room, wrote some fanciful, aspirational words on a flip chart and Bobs your uncle, the company’s values and brand positioning was decided.
Today this strategy flies in the face of creating a sustainable, profitable, engaged company that will survive in the modern world.
Richard Branson of Virgin and Tony Hsieh of Zappos agree that one of the most important elements of the high performance, productive and aligned company culture is a set of core values that are measurable, tangible, and observable. And with the ‘pen’ in everyone’s hands so to speak with the wonder of the internet, companies are becoming more and more transparent whether they like it and are prepared for it or not.
If the values of your company were the brainchild of you, your leadership team or a couple of old fellas over a glass of red many years ago then perhaps…