Values don't fail because they're poorly written. They fail because they're poorly lived.
Most organisations put real thought into their values - what they stand for, what they want to be known for, how they want their people to show up. But intention and reality are two different things. And the gap is where things can start to go wrong.
So, what does it actually take to get values right?
1. Define the shadow side of each value – ask yourselves, “how could this go wrong?”
2. Clarify trade-offs – when values conflict, which one wins?
3. Leadby example – show people how to live the values daily.
4. Audit lived behaviour – what actually gets rewarded?
Ask your team two questions:
“When have our values helped you do your best work?”
“When have they made your job harder?”
If the second question makes people go quiet, you have your answer.
We often hear ‘we want our values to be more than a poster on a wall’. Which is right. But you also need to create awareness and understanding of your values, and the underpinning behaviours, if you want adoption and commitment. Sometimes a poster on a wall will help raise that awareness.
Get rid of the noise. Every department, function and discipline should not have their own values. Bin them all and align all your people behind the same values.
And provide context - why are these values important now? How will they help the organisation deliver its strategy?
Success depends on values sparking real conversations in teams. Line managers are key to that. Equipping them to explore, unpack and think about what they currently do that lives the values and what they might need to do differently is what enables adoption.
If you want your people to believe, you need to make the uncomfortable changes. Symbols of change are the tangible, visible behavioural shifts that signal you're serious - a genuine move from the old way of doing things to something better.
If your leaders and Executive Team don’t change, neither will your people. Sustainable change starts at the top.
Living the values is everyone’s responsibility, but leaders need to be visibly taking that first step. When people see their leaders living the values, not just talking about them, that's when belief starts to build.
Values are powerful, but without thought and care they can do more harm than good. The goal isn’t fewer values, it’s wiser application. Because culture isn’t what you write, it’s what you tolerate.
Ready to get your values working harder? We'd love to help. Email us at hello@unitedcultureco.com.
