Value statements, rather than being long statements no one can remember, should be concise statements that are so clear everyone knows whether their strategies, tactics, and actions are in alignment.
Core Values are difficult, if not impossible to teach. They grow from the organization’s start, reflecting the personalities and character of the founders and executives. Only after an organization develops can core values be well defined into a value statement.
Keeping with the idea that core values already exist in an organization, Jim Collins, Harvard Business School professor and author of numerous business best-sellers, uses a concept he calls the “Mars Group” to identify Core Values. The name Mars Group comes from the idea that if you were to create a new civilization and culture on the planet Mars you would begin with a group of women and men that already have the core values you want that civilization to grow with.
Here are the steps Jim Collins outlines to create a Mars Group. I have included a few additional steps describing a Critical to Success process to choose Core Values,
1. The senior executive should pick a group of fifty to sixty people who in turn select 5 to 7 people who exemplify the values inherent in the organization. This team of 5 to 7 should,
2. The team of 5 to 7 should meet to select a short list of words that incorporate the organization’s core values. The team may need a facilitator familiar with the Post It ® Note brainstorming process recommended by Critical to Success.
3. The facilitator should give the team the following guidelines before starting. You may want to post these on the wall and talk through them at the start. (Try to avoid giving specific examples of core value statements as this predisposes people’s minds to the values in the examples; like trying not to think of an elephant’s knees.)
4. Guide the team through the Post It ® Note brainstorming process recommended by Critical to Success. (This is an affinity, divergent-convergent team process.)
5. Distribute the downloadable list of words available from Critical to Success. Do not distribute this list earlier because you do not want to influence the team’s original thoughts. Distributing it now can help the team in their search for “just the right term” to be used in the final value statement.
Click here to download a list of words frequently used in Core Value Statements.
6. Discuss the words and select the three to five words that will form your Core Values. If there are more than five words, your Core Value statement will be harder for people to remember.
7. Once the team agrees on three to five words you may want to choose a smaller group of two or three people to craft these few words into a sentence or create short phrases that expand their meaning.
Here are some examples of recognized value statements. Notice they can be complete sentences, phrases or descriptive lists. They are all short and memorable.
Sell good merchandise at a reasonable profit, treat your customers like human beings, and they will always come back for more.
Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
Offer the customer the best possible service, selection, quality, and value.