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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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7. Defining Core Values

As you converse, debate, and prioritize a list of values with your leadership team, you have an opportunity to build a solid foundation of shared values that are a collective expression of principles and beliefs. The following exercise will take you through a process to define, prioritize, and evaluate values for your organization. The result of your efforts will ultimately drive the behavior of everyone in your business, and it will become a business tool to drive decision making. During the process of evaluating the best values for your business, keep three primary measures in mind. Values must be 1) distinctive—unique to the company; 2) able to stand the test of time; and (3) drive decision making and behaviors.

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