Core Values Part 2 - How Do I Choose Them? Cam's 5 Step-Process
If you haven't read the last issue (BBN#019), make sure you start there - I wrote about why you need Core Values.
So, assuming I got you on board with them… how do you choose them?
Before I show you the 5 steps, here are two tips to get you started:
Cam's Tip #1 - We're going to shoot for 3-7 core values. More than 7, no one can remember them. (Trust me, people need to remember them.) 3 is the least amount that makes sense. Most companies choose 4 or 5.
Cam's Tip #2 - Do this exercise with noise-canceling headphones for 60 minutes, where you can focus on it without distractions.
Cam's 5 Steps to Creating Your 3-7 Core Values
Step 1: Brainstorm. Before ChatGPT, this was a lot harder. Now... it's pretty easy.
Head over to ChatGPT and enter this prompt, adjusting as needed:
"I'm the owner of an asphalt maintenance company that provides line striping, crack sealing, and sealcoating. I'm building out our core values for the first time. Please give me a brainstormed list of 50 powerful, one-word core values that would be relevant for a company in this space. These values should reflect relevance for the entire company, both today and in the future as we grow. Aim for values that could be actionable, culture-shaping, and meaningful to both field and office staff. Group them according to similar core values, so it is easier to compare."
Boom. Copy this list into a Word doc.
Step 2: Refine. Use a kill/keep/combine approach to the list you have. Which ones should you kill off right away? These are the values that you are not at all interested in advocating for. If it doesn't fire you up, get rid of it, even if it is a "nice to have." Cross them out.
Now, get really into the remaining values. Which ones encapsulate the kind of company that you envision both today and going forward? Which one's aligned with what you value personally? Which ones do you foresee your employees needing to lean into in order to advance the company?
Complete this internal debate for as long as it takes until you are left with the three to seven values that get you the most excited about what you are building. IMPORTANT: If you have employees, you may want to include them in this step so you can get a feel for what things they think the company should stand for, too.
Step 3: Add some action. Beside each core value, write a short, simple subheading that really explains the core value, focusing on some sort of action behind it. To help you, here are our core values at our pavement company, with the accompanying subheading that drives action:
Process: Process drives results.
Ownership: Never duck responsibility.
Team: Go to war for each other.
Communication: Never wonder, always talk.
Innovation: Push limits, break ceilings.
Step 4: Describe in short sentences how this core value is implemented in your company. Now that you have the core value and a primary action behind it write a few brief sentences explaining how the value is actually used. Use a hypothetical example if you need to. Here is what our completed core values look like:
After you have finished steps 1-4... ruminate on this for a couple of days. Make sure that you still get fired up when you see them.
Step 5: Embed them. Show the core values list, poster, or document to your employees, put it on your website, and talk about it on social media. Explain to your employees in an all-hands company meeting why you decided to create these core values and how the company will operate with them.
The goal here is to make them a staple in the business - not just a marketing gimmick. A lot of times, business owners assume that because now that they have these core values, everyone in the company will just magically memorize them, respect them, and follow them. From experience, I can tell you that this will only happen if management and ownership continuously bring them up as part of the company culture.
As one pro said in a book: "When people start rolling their eyes when you talk about core values, you're probably just starting to talk about it enough."
I can contribute core values to being a fundamental necessity for our company to grow to millions in revenue. This 5 step process can get your core values up and running in no time.