{"id":4009,"date":"2018-02-23T08:00:09","date_gmt":"2018-02-23T16:00:09","guid":{"rendered":"https:\/\/bwblogdev.wpengine.com\/?p=4009"},"modified":"2022-12-16T08:39:19","modified_gmt":"2022-12-16T16:39:19","slug":"using-company-values-set-goals","status":"publish","type":"post","link":"https:\/\/www.betterworks.com\/magazine\/using-company-values-set-goals\/","title":{"rendered":"Using Company Values to Set Goals"},"content":{"rendered":"<p><em><span style=\"font-weight: 400;\">This part 2 of a 2 part series. <a href=\"https:\/\/www.betterworks.com\/3-golden-rules-establishing-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">Part 1 is here.<\/a><\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Last time, we reviewed what goes into good company values. Let\u2019s take a look at the values of a successful company that has strong cultural direction but hasn\u2019t quite figured out how to express it:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Focus on the user and all else will follow<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">It\u2019s best to do one thing really, really well<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fast is better than slow<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Democracy on the web works<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You don\u2019t need to be at your desk to need an answer<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can make money without doing evil<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">There\u2019s always more information out there<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The need for information crosses all borders<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can be serious without a suit<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Great just isn\u2019t good enough<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Anyone who\u2019s been inside Google can tell you they have a distinct culture but yet their stated values are cluttered. If they were to follow the pattern set by Facebook and Virgin America Airlines, Google\u2019s values might become:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Focus on the user and all else will follow<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fast is better than slow<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Great just isn\u2019t good enough<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do \u2018Information\u2019 better than anyone<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The first three values establish Google\u2019s commitment to excellence: flawless, lightning-fast, focused software. The last value states their goal: dominate all things information related.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Southwest Airlines suffers from a similar problem; not only do they suffer from a little too much personality obscuring their underlying imperatives, their stated values hint at a theme, but lack a unified goal.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Live the Southwest way<\/strong>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A Warrior\u2019s spirit<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A Servant\u2019s heart <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fun-LUVing attitude <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Work the Southwest way<\/strong>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Work safely<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Wow our customers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep costs low<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once you clarify that \u2018warrior\u2019 and \u2018servant\u2019 represent hard work and respect, what Southwest lacks is a goal to tie everything together. The first section, Live the Southwest way, is succinct and representative of the company values. Were it followed up with a strong goal that reinforces those values, it would be much more effective than the generic \u2018Work the Southwest way\u2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A Warrior\u2019s spirit (work hard)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A Servant\u2019s heart (be respectful)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fun-LUVing attitude (have fun)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep costs low<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fly with the Southwest family <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Unlike the other companies we\u2019ve looked at so far, Southwest is not a company emphasizing innovation. Rather, I believe their strategy is to combine a reputation for value with an unbreakable culture that can weather the ups and downs of market changes. The metaphor of a family seems strategy-appropriate: A family takes pride in its hospitality. A family won\u2019t let each other down. A family is loving but holds its members to a high standard. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Goal setting<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We\u2019ve seen a few company goals (both stated and implied) and we can imagine how each inspires the employees that follow it:<\/span><\/p>\n<p><b>Facebook<\/b><span style=\"font-weight: 400;\">: <\/span><span style=\"font-weight: 400;\">Build social value<\/span><\/p>\n<p><b>Google<\/b><span style=\"font-weight: 400;\">: Do information better than anyone (implied)<\/span><\/p>\n<p><b>Virgin America Airlines<\/b><span style=\"font-weight: 400;\">: <\/span><span style=\"font-weight: 400;\">Together we make the difference<\/span><\/p>\n<p><b>Southwest Airlines<\/b><span style=\"font-weight: 400;\">: <\/span><span style=\"font-weight: 400;\">Fly with the Southwest family <\/span><span style=\"font-weight: 400;\">(implied)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once a company has values and a guiding goal, it\u2019s time to spread that goal throughout the company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many companies already utilize some form of employee goal setting and typically this involves asking employees to agree to certain performance metrics and then tracking their progress towards meeting them. Most employees do not enjoy this form of goal setting. At best it is perceived as busy work, at worst it is perceived as big brother watching for weakness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there is a better way. Employees naturally seek autonomy and purpose; they are motivated by opportunities to think big and own their own destiny. [tweet text=&#8221;A company with well-thought-out values and a corresponding visionary goal has the opportunity to use goal setting to inspire and motivate employees. #BetterWorks&#8221;]&#8221;A company with well-thought-out values and a corresponding visionary goal has the opportunity to use goal setting to inspire and motivate employees.&#8221;[\/tweet]<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The four companies we\u2019ve covered are implicitly asking their employees:<\/span><\/p>\n<p style=\"padding-left: 30px;\"><span style=\"font-weight: 400;\">What can <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\"> do to build social value? <\/span><\/p>\n<p style=\"padding-left: 30px;\"><span style=\"font-weight: 400;\">How can <\/span><i><span style=\"font-weight: 400;\">you <\/span><\/i><span style=\"font-weight: 400;\">do information better than anyone? <\/span><\/p>\n<p style=\"padding-left: 30px;\"><span style=\"font-weight: 400;\">How can <\/span><i><span style=\"font-weight: 400;\">you <\/span><\/i><span style=\"font-weight: 400;\">make a difference to the air travel experience? <\/span><\/p>\n<p style=\"padding-left: 30px;\"><span style=\"font-weight: 400;\">What can <\/span><i><span style=\"font-weight: 400;\">you <\/span><\/i><span style=\"font-weight: 400;\">do to make this family strong?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Open-ended challenges like these are an invitation to become more engaged with your work: Instead of a mere employee, you are now a mini CEO. You are an equal owner of this goal and its success depends on you. Under this mindset, goal-setting is no longer about task management. Goal-setting is about giving everyone a seat at the table of dreaming big. It\u2019s about distributing the company vision down to where the real opportunities for innovation are.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The catch<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re thinking ahead, you might have noticed a potential problem. By making every employee a mini-CEO, you\u2019re turning the company upside down. Without a corresponding shift in management thinking, the innovation will be stamped out before it can take hold and you\u2019ll be left with a disillusioned workforce. <\/span><b>Do not update your company values and goal setting process<\/b> <b>if you\u2019re not prepared to also adjust your management practices.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In a typical company, strategic responsibility scales with status in the company. Higher-ups are both expected to have the big ideas and to coordinate the big ideas. The typical company is not a system that scales innovation. It is top-heavy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re committing to a company that drives innovation from the bottom up, managers need to be taught to delegate the generation of big ideas and turn their focus on coordinating and fostering those ideas. Management has to leave the egos at the door and this starts at the top. Responsibility and power require a broader perspective: leaders are important for their ability to coordinate and steer in broad strokes. Leadership means maintaining the big picture, setting priorities and delegating the innovations to those who have the freedom to get lost in the details. In reality, an overworked CEO is never going to have a big idea that changes the world. But an overworked CEO <\/span><i><span style=\"font-weight: 400;\">is <\/span><\/i><span style=\"font-weight: 400;\">able to provide the vision and guidance that leads one undiscovered genius in their workforce to find the big idea that changes the world.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reinforcing company values with strong goals makes them much more effective and motivating for employees.<\/p>\n","protected":false},"author":44,"featured_media":77026,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[3516,237],"tags":[],"featured_location":[],"industry":[],"class_list":["post-4009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-culture","category-employee-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.1 (Yoast SEO v23.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Using Company Values to Set Goals | BetterWorks Blog<\/title>\n<meta name=\"description\" content=\"Let\u2019s take a look at the values of a successful company that has strong cultural direction but hasn\u2019t quite figured out how to express it.\" 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