How to Innovate in Marketing (Collection), 2/e

4. Core Values Drive Behavior

The next step is to define values that reflect company beliefs. Core values ultimately drive behavior, so when values are clear and defined, it conveys what is expected of employees and it helps them make decisions. Speed of decision making results in an increased ability to execute because time is not wasted figuring out what is important or a priority. Values also drive what kind of people you hire, suppliers you work with, and even the type of customers with whom you do business. Core values are a fundamentally important driver of business success with many benefits.

Make It Personal

Defining qualities like values requires that you dig deep to understand what drives you and what matters most, regardless of the ...