VV R E TA ILING B E TTE R
THE VALUE OF VALUES By Robert Christie
Your core values will be far more
effective than any list of rules and regulations in
determining the
outcome of most situations.
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When a new member joins your team, how much of their training encompasses your company’s core values, purpose and vision? These important components of your store’s culture are often covered somewhere in your employee handbook (you have one, right?) or on posters in your breakroom. Both are great, but more is needed. To have your coworkers take your company’s culture seriously, you have to spend time teaching them about what you value and why. Some may not believe in the importance of corporate values and assume they are just words you plaster on fancy posters or that are used to fill up space on your website. It seems everywhere we look, we can find examples of companies that claim to be one thing but are quite another when it comes to the actual experiences of their customers, suppliers and employees. For this reason, I’m encouraged by the increased talk about culture and values happening in our industry. That is because, whether you think they are important or not, they are at the heart of how your business is perceived and, more importantly, experienced. It’s a fact that every business has a culture. Many are by design, while some are not. If you are not working to establish your unique culture and impress your standards on everyone you work with, you’re risking a default culture. The practice of establishing this “culture by default” is full of pitfalls and dangers. Do it at your own peril. To shape the experience your business provides, a deliberately crafted set of values that are talked about, taught, taken seriously and acted upon are key. Simple lip service is not enough. I’m sure you know of at least one business that is “all hat and no cattle” when it comes to its stated values. These companies are most often perceived as disingenuous and inauthentic, two things you definitely don’t want your business to be, especially in the current retail climate. What are your core values? What is the culture of your company? As you think about your answer, you need to reflect on what sets you apart. Let’s agree to look beyond concepts like honesty, transparency or even sustainability. While these are important, they are basic tenants expected of any business or worker. Dig deeper and identify what makes your company’s people, and the work they do, special. For example, here at Central Music, one of our core values is our role in “building a more musical community.” Whatever you decide, try to keep your list short. We want our stated beliefs to be easy to teach, remember and act on. Take your time and consider your list carefully. These values will guide how decisions are made, and will determine how we judge our performance. If you already have a list, honestly examine how it reflects who you are and how well you live up to it. Embrace change if needed. Another one of our core SEPTEMBER 2018