I still recall when I started by corporate journey with GE, the values that I imbibed were integrity, energy and energise (apart from other values). I recall how our then leadership demonstrated these values in discussions, townhalls, training sessions and how they subtly had these imbibed into our daily practice which also helped us work much better as a team.
In today’s business landscape, defining and demonstrating core values isn’t just a “nice to have” — it’s an imperative. For C-suite leaders, embedding these values deeply into the organisation’s culture goes beyond a mission statement or a tagline; it impacts every facet of business from attracting top talent to driving sustainable growth. Core values form the guiding principles that shape decision-making, foster trust, and nurture an environment where employees feel inspired and customers feel valued.
Here, I observe few points as to why values are central to organisational success, focusing on my top 3 reasons why demonstrating them is essential. These reasons — building trust and loyalty, creating a cohesive and resilient culture, and driving long-term growth — highlight how values can be the foundation for impactful leadership and sustainable success.
- Building Trust and Loyalty Among Stakeholders
In an era of increasing transparency and accountability, stakeholders — from employees and customers to investors and the community — seek more than just quality products or services. They look for companies with integrity, consistency, and a commitment to ethical practices. Values are not just words but are a reflection of the organisation’s DNA, signaling what it stands for and what stakeholders can expect in every interaction.
Demonstrating values in action builds trust, creating a strong, loyal following. Take the example of Patagonia, a company known for its commitment to environmental sustainability. By not only declaring but actively engaging in practices like reducing waste, recycling, and contributing to environmental causes, Patagonia reinforces its core values and connects with customers who share its ideals. This transparency and consistency foster trust, which can be the most powerful currency in building long-lasting relationships.
For C-suite leaders, demonstrating values means being proactive in aligning actions with words. Leaders should encourage open dialogues on ethics and accountability, inviting feedback and showing transparency even in challenging times. By embedding values into operations, C-suite leaders cultivate loyalty that is resilient to the usual market fluctuations, as stakeholders recognise the company’s long-term commitment beyond short-term gains.
What I hear, according to the 2023 Edelman Trust Barometer, 88% of consumers believe that trust is the foundation for any successful business. When values are visible in daily actions, this trust becomes an inherent part of the organisation’s brand, building a lasting competitive advantage.
- Creating a Cohesive and Resilient Organisational Culture
A well-defined set of core values serves as a compass, guiding teams through challenging times and unifying them toward shared objectives. Values-driven culture fosters a cohesive environment where employees feel a sense of belonging and alignment with the organisation’s mission, enhancing engagement and productivity. When employees see leaders embodying these values, they are more likely to internalise them and carry them forward in their own roles.
Consider Google’s core value of “respect the user, respect the opportunity, respect each other.” This principle isn’t merely a statement; it’s demonstrated through Google’s extensive employee support programs, collaborative work environments, and feedback-driven culture. Such a values-oriented approach has allowed Google to maintain a resilient and innovative culture, even as it has scaled globally.
For C-suite leaders, creating this culture begins with modeling values-driven behavior themselves. This could mean practicing open communication, making decisions with empathy, and valuing diverse perspectives. Leaders should also encourage employees to contribute to the values dialogue, actively shaping an environment where everyone feels heard and valued.
I also hear that research by Gallup found that organisations with high employee engagement outperform others by 147% in earnings per share. A values-driven culture not only unifies teams but also boosts performance, helping organisations navigate disruption and adapt swiftly to changing environments. (Although I was not able to find the link as this is basis my conversation with industry experts).
- Driving Long-Term Success and Growth
Core values serve as the foundation upon which strategic decisions are made, shaping everything from product development to customer engagement. Companies that embed values into their business model experience a positive ripple effect across all aspects of the business, from attracting top talent to maintaining loyal customers and partners. In contrast, companies that overlook their values risk short-term gains but often face long-term sustainability challenges.
For instance, Unilever’s Sustainable Living Plan has helped the company achieve long-term growth by integrating social responsibility into its core values. By committing to sustainability, reducing environmental footprint, and enhancing social impact, Unilever has not only strengthened brand equity but also achieved competitive differentiation in a crowded market. Such values-driven initiatives have been pivotal in enabling Unilever’s long-term growth strategy, balancing profitability with purpose.
For C-suite leaders, driving growth through values means making strategic decisions that may require trade-offs but are aligned with long-term vision. This could involve investments in sustainable practices, committing to diverse and inclusive hiring, or focusing on products that prioritise consumer well-being. Leaders who focus on values-driven growth reinforce the organisation’s integrity and strengthen its reputation, fostering a positive legacy that resonates with stakeholders.
I am also a believer that organisations with strong ethical foundations and purpose-driven missions may see higher revenue growth and profitability over time. Demonstrating values through action is a blueprint for long-term success, aligning the organisation’s growth trajectory with its mission and ethical commitments.
Practical Steps for C-Suite Leaders to Embed Values Effectively
To leverage the power of core values, C-suite leaders should take a proactive role in embedding these values into daily practices. Here are a few actionable steps, however, these must be a consistent practice and not a one-off thing.
- Communicate Values Consistently: From board meetings to team updates, make values a recurring theme. Reinforce how these values influence decisions, celebrate examples where they were upheld, and address situations where they weren’t.
- Lead by Example: Actions speak louder than words. Leaders must demonstrate values in their conduct, setting an example for the entire organisation. This includes transparent communication, ethical decision-making, and acknowledging mistakes openly.
- Empower Employees to Act on Values: Encourage employees at all levels to take ownership of the organisation’s values. Recognise and reward those who exemplify these values in their work, and foster a culture where values are upheld and celebrated.
So, to sum up, in my experience, values as the bedrock of organisational resilience
Core values are more than words in a mission statement. They are the ethical and emotional anchors that give an organisation its character and direction. Leaders who prioritise and embody these values are not only investing in their organisation’s future but also in creating a legacy of integrity and trust.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Extending beyond academia; Ankoor has been honoured with the "CIRCLE OF EXCELLENCE 2024" award by Passion Vista and recognized as the "MAN OF EXCELLENCE, 2024" by the prestigious Indian Achievers' Award. Additionally, he received the "LEADER 2.0 AWARD, 2023" from adgully and was named a "DIGITAL KAIZEN LEADER by DigiAdCon 2024”, Dr. Dasguupta's contributions to the field of marketing are widely acclaimed, marking him as an inspiring thought leader in his domain. Ankoor is also a member of IMA India’s CMO Forum.
Most recently Dr. Dasguupta has been selected and felicitated with the national level award -Dr. A.P.J Abdul Kalam Inspiration Award 2024 in the category Youth Icon of the Year.
Dr. Dasguupta is a key member of the esteemed International CMO Council and keeps delivering lectures at top Business Schools and also colleges at University of Delhi. As an industry expert, Ankoor has also been a member of the interview panel at MICA for their PGP Group Exercise & Personal Interview PI process for PGDM-C/PGDM selection for two consecutive years. Dr. Dasguupta is also on the Advisory Board of the Marketing Department at ISBR Business School, Bangalore. Recognized by DMA Asia as a marketing Ace, Dr. Dasguupta is a LinkedIn Top Voice, advocate of social impact, driven by kaizen, Ankoor believes in the power of Energy and Energize
Dr. Ankoor is practicing his PCC (Level 2) coaching from the gold standard International Coaching Federation [ICF]. He is a people's person and has worked across functions in senior leadership positions in marketing, advertising, media & communication with a pedigree of 24 years and ongoing exciting journey. Trained from Dale Carnegie in Mentoring to Develop Talent, Ankoor is a marketing practitioner, a coach, a knowledge manager, a team builder, a thought-leader, an avid writer with close to 100 published articles / interviews and is a Thought Leader. Dr.Ankoor wears the hat of a CMO as well. His leisure pursuits are reading, effective listening and percussion. Follow Dr. Ankoor Dasguupta on LinkedIn| https://www.linkedin.com/in/ankoordasguupta/
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