Core Values That Actually Work

Designing Tomorrow: Creative Strategies for Social Impact

Core brand values aren’t just fluffy words you put on posters.

But without the right approach, that’s all they’ll ever be.

Core brand values — when done right — can be absolutely transformative for your organization’s culture, effectiveness, and impact.

But you can’t just come up with 5 words that all start with the letter “R” and call it a day.

So how do you create core values for your brand that ACTUALLY make a meaningful impact for your team?

Jonathan and Eric have some ideas — and some things to watch out for — in this week’s episode of Designing Tomorrow.

Episode Highlights

• [00:00] Discussing a disappointing experience at a museum and how it led Jonathan to reflect on the importance of core values
• [01:32] This episode is for executive directors and board members looking to build meaningful core values
• [03:39] First tip: Core values should be easy to remember and not lame to repeat, using his organization's value "Find Out" as an example
• [05:54] The importance of backing core values with specific behaviors and evaluating them regularly
• [07:34] Emphasizing the need for continuous evaluation, suggesting quarterly reviews rather than annual ones
• [09:35] The fluidity of core values and the necessity of adapting them as an organization evolves
• [11:35] Fifth tip: Use core values as a foundation for hiring decisions and team building
• [14:23] Focus on one core value per year to allow teams to deeply integrate and embody it

Quotes

• "I've seen a lot of core values out there, and I'm not really sure how many of them are actually enacted by their organization." - Eric Ressler [01:00]
• "Core values need to be easy to remember or not lame to repeat. It has to be something that somebody would actually say in their day-to-day life." - Jonathan Hicken [03:39]
• "You have to back these values with specific behaviors...what does a five out of five on the 'Find Out' value actually look like when you show up to work?" - Jonathan Hicken [05:54]
• "To me, these are the brand values, but to you, they're the team values. I think they're the same thing." - Eric Ressler [10:18]
• "When these values are done excellently, it’s clear how they’re driving impact." - Jonathan Hicken [10:29]
• "I challenge you to think about how the brand, the rebrand, the strategic plan you’re putting together, makes its way to your team and what that’s going to look like in people's day-to-day jobs." - Jonathan Hicken [13:56]

Resources:

• Article - Nail Your Brand Strategy with this Simple Framework
• Video - Demystifying Strategic Planning: Insights from a Seasoned Expert
• Article - Create Better Social Impact Messaging by Finding Your Brand Voice

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1. Building Effective Core Values for Organizations (00:00:00)

2. Implementing Core Values for Organizational Success (00:09:16)

3. Enhancing Brand Values and Actions (00:15:33)