Developing Team Values

Key Messages:
The only way to improved results is through people's behaviours, skills and desires
When developing team values, keep your list to a maximum of 6-8 and use them daily when making decisions
Successful companies are highly profitable and yet stand for much more than simply making profits

Developing team values is important. The shape of any organization is determined by the values held by the leaders with decision-making authority. People do not learn how to act by the organizational values that are written on cards and brochures. It is through the observation of their leaders at work that people get their greatest cues. If they see you fudging your expenses, or rewarding a buyer with a huge bonus for improving the bottom line by taking unfair advantage of a supplier or allowing people who do not live the espoused values get away with poor behavior then they will get the message loud and clear what is acceptable and required around here to get ahead.

The values that you live and breathe shape your organizational culture. The only difference between any two organizations performance is the culture. You can place two businesses side by side with exactly the same equipment and opportunities and one will always outperform the other and that is simply because of its culture. Team values are the bedrock upon which high performance is driven.

The first line of Johnson and Johnson's credo states "We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services". It was the adherence to this value that saw Johnson and Johnson come through the two Tylenol scares in the 1980's without their reputation in tatters.

In the last several years we have witnessed organization after organization come crumbling down due to the lack of application of good ethics and values: Enron, Arthur Andersen, Worldcomm, Martha Stewart

Values are universal. We all know what makes for a good life - be it personal or organizational. So, when developing team values don't be surprised to find that each team comes up with similar values.

Use this exercise when developing your values:

Imagine you are starting your business up again. Brainstorm all the behaviours, qualities, characteristics, feelings you would want your new team members to have. (Your group will probably come up with a list of 50+ words)
Here's a few examples: Leadership, Teamwork, Technical Competency, Ability to Learn, Initiative, Integrity, Open Communication
Your group should then pare this list down to the core 6-8 values that the business will use to guide its decision-making. (Hint, don't just go for the ones that have the most votes, after consideration sometimes a value that someone has put up, but others didn't think of at the time, maybe just perfect for your team)

Describe what ... (insert the value) ... means to you
Describe the behaviours you believe will illustrate this behaviour
The results that will follow by people having/using this Value

Click here to review an example of this activity using the value of Willing and Able To Learn

It is important that ALL team members have the opportunity to participate in the final step of this exercise. Otherwise you won't get buy in. When team members are given the time to discuss and ponder the meaning of the value and how it will be applied in their day to day they will be passionate and committed to ensuring the value is adhered to. And as we discussed earlier it is your culture that will drive performance.

When developing team values, please do not make the mistake of putting profit as a value - it is not a value it is a goal! Every business must make money (even non-profits) to survive - just like you and I need oxygen to survive. But oxygen and profits are not the reason for existence. As Jim Collins discussed in his ground-breaking book Good to Great the most successful companies did not focus primarily on profits - they stood for something bigger - yet because of this they were highly profitable.

Use Values to Create Guiding Principles

Of course, an individual's values should be closely aligned to the organization's values. People who spend time developing their personal mission in life are generally more energized and happier, simply because they are very clear about the type of organization they wish to align themselves with - they simply won't work with you if they don't feel your values are a close match to theirs.

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