When most people hear the term, core values, they generally associate it with large corporations. They are statements that describe what the company believes in and guide its behavior. Many companies have them and communicate them on their website. For example, Seventh Generation, a leading brand of non-toxic and environmentally safe household products, has core four core value. Their values are 1) Leadership, Inspiration and Positive Change – a company with the authority to lead, the creativity to inspire and the will to foster positive social and environmental change; 2) Make the World a Better Place – a community in which individuals possess the resources, knowledge, courage, and commitment to make the world a better place; 3) Sustainability, Justice and Compassion – a society whose guiding principles include: environmental sustainability, social justice and compassion for all living creatures; 4) An Earth Restored – an earth that is restored, protected and cherished for this generation and those to come. Wow! Right. We can see how Seventh Generation incorporates these values into their product development, business practices, communication, and giving.
The premise for establishing core values is how you show up, serve, and promote who you are as a business. For a small business, core values are closer to own personal values and it becomes a grey, squishy area to even try to compartmentalize the two. Your business is an extension and expression of your unique qualities, characteristics, and authenticity. This comes through in your products, services, and customer/client relations. When your core values are deeply aligned with your business, you are being true, authentic and honoring your highest purpose. Doing business from this place affects your voice and conviction that you have a unique value to offer the world.
Making a commitment to defining your core values lays a foundation for how your business makes a difference in this world. Seventh Generation’s core values are closely aligned with product and service to their customers and the world and it is clear to see where their commitments are. Core values can:
1. Move your business forward in the right direction
2. Make all decision making easier and aligned
3. Build your brand
4. Attract customers with similar values
5. Energize you and those that work with you
Core values help create your giving niche. So, if you’ve been in stuck-mode about giving, waffling back and forth as to where you should give, making a commitment to understanding your core values is well worth the exercise. You will be able to set giving goals that are aligned with your business and feel good about it. This is the first step in my Six Step Giving IMPACT Strategy TM process to begin planning a giving program that is aligned and authentic to your business. By defining your core values, you will be far more likely to succeed with your giving program and over time see giving success!
2009. Maggie F. Keenan, Ed.D. All rights reserved.
