How to craft company values that actually inspire behavior change

Crafting company values is crucial for defining culture and driving behavior change. It is not enough to simply have values on the wall or website; organizations need to articulate those values in a way that employees understand and can act upon. This requires testing different articulations to ensure clarity and relevance. For example, Hershey Corporation transformed their value of 'bias for action' into 'decide, act, pivot' to encourage quick decision-making and adaptation. Companies must also demonstrate that they are living their values through actions and involve employees in the storytelling process. Failing to have conversations about values can lead to employees making assumptions or not knowing what the company stands for, which is a dangerous place for a company to be in. In summary, crafting meaningful company values and effectively communicating them is both an opportunity and a risk that organizations must address.