Value Statement: How to Write One for Your Company [With Examples]
There’s never been a more crucial time to create or update your organization’s value statement. With more and more companies turning to remote work, this statement will help you ensure that your distributed team is aligned and engaged.
Whether you need to attract top talent, unite a geographically- or mentally-divided team, collaborate with another department regularly, or simply give your organization some clear direction, a value statement is a powerful tool.
Continue reading to learn:
- What a value statement actually is — and why it matters
- How to write an effective value statement with a step-by-step guide
- Methods for implementing and onboarding your value statement
- What the top value statements have in common
What is a value statement?
Let’s start by looking at what a value statement is not. A value statement isn’t simply an inspirational quote or line of “fluff” that loosely relates to what your company stands for.
Instead, a value statement is an expression of the main priorities and values of your business. It acts as a moral foundation for your company to stand on and a reference point for all internal decisions.
4 benefits of a value statement
Many businesses create a value statement simply because they think they need to have one. It’s important to approach the creation of your value statement as a key component of your organization — and one with many benefits. Here are some ways a value statement can help your business.
Boosting camaraderie
A value statement gives your team members something tangible to unite over. As a set of guidelines, a value statement shapes company culture and helps your team members understand what the business stands for. It also sets standards for behavior.
Encouraging transparency
By telling your employees and customers exactly what you stand for, and why, you encourage a culture of open dialogue and sharing. And with a Glassdoor survey showing that 90 percent of job-seekers say it’s important to work for a company that embraces transparency, this is more important than ever.
Attracting top talent
Speaking of job-seekers, a recent Accountemps survey found that a company’s culture is the third most important thing they consider when accepting a job (coming in only after salary and vacation time). Your value statement is a foundational part of your company’s culture. When it truly reflects your organization’s priorities, it will help you attract and keep talent.
Increasing business
A clear and unique value statement helps set your company apart from the competition and shows customers what your business stands for. Your value statement is key to creating strong, long-lasting relationships based on shared principles and values.
What to include in a value statement
So now that you know why a value statement matters, let’s dive into what you need to include. Now you might be tempted to write up everything that makes your company unique, but a value statement benefits from being concise. Here’s what you should focus on.
Company values
You probably have dozens of competitors, so what core principles really drive your team to get more done? You don’t have to be saving the world for this to matter. Even if you’re selling insurance, for instance, you could say that making insurance policies more accessible for everyone is one of your company’s biggest values — and why you do what you do.
How you take care of business
This part of your value statement will flow from the values that matter most to you. How does the company reflect these values in its day-to-day operations? While some processes are pretty standard — like offering generous refunds — this part should focus on how you go above and beyond standard industry practices.
Why any of this matters to the customer
A strong value statement shouldn’t just be a fluff piece your executives can recite to each other. It has to directly affect the way you serve your customers, and a good way to do that is to focus on their needs. How do your values — and the way you live them every day — make you a better choice for your ideal customer?
The difference between a value statement, a mission statement, and a vision statement
Value, mission, and vision statements might sound interchangeable but there are some differences worth knowing so you don’t show up to your board meeting with the wrong document.
Value statements vs. mission statements
A mission statement succinctly defines the business’s purpose. What is your organization trying to do, in very real terms? If you’re building software for construction project managers, your company’s mission statement might be something like: “Create a platform that handles construction projects end-to-end without spreadsheets.” Your value statement might not even mention construction, since it’s more about what your company values than the product or service it provides.
Value statements vs. vision statements
If a mission statement describes what your company does, a vision statement covers what your company wants to be. It’s usually a single statement, designed to resonate with shareholders, business partners, and customers alike. If we take that same example of a company building project management software for construction, your vision statement would be: “Break every construction project out of spreadsheets.”
How to write a value statement
Now that you know why a value statement is so beneficial for a business, it’s time to actually write one for your company.
Step 1: Brainstorm
Before you do anything, you need to brainstorm both individually and within a group setting. Start by looking at examples of value statements from other businesses, then take some time to sit down and consider everything important to how your business and its employees work.
Ask yourself the following questions:
- What does the business stand for?
- Do employees stand for the same thing? What’s important to them?
- And what is important to your shareholders and clients?
- What behaviors do you value? What behaviors are unacceptable?
- How do we conduct yourselves in a business setting?
- How do you decide who you’ll do business with?
- What are some qualities you admire in other businesses? In other people?
- What impact do you want to have on the community?
Once you’ve had time to think about these questions on your own, gather select individuals from across different departments and our leadership team and run a group brainstorming session. As you conduct the brainstorming session, you will start to see certain themes and values repeat themselves. That’s how you know you’re on the right track.
Step 2: Narrow down the list
Decide how many values you want to include in your value statement. This is completely up to your organization, but most value statements contain between three and 10 key points.
When narrowing down your list, start with the values that came up multiple times during your brainstorming session. That’s a sign they’re particularly important.
Group together similar values until you have a manageable number. Then work with your executive and HR teams to decide on which values are most important to the success of the organization and its employees.
Step 3: Gather employee feedback
Set aside dedicated time to ask employees what they think about the list of values you’ve settled on. You’ll need their buy-in for your value statement to accurately represent your business.
Depending on the size of your organization, this can be done through an anonymous survey, a task in your project management tool, an all-hands meeting, or in person through focus groups.
Step 4: Finalize
Take the time to get the wording, ordering, and presentation right. All of this will affect how memorable and impactful the statement is.
And no filler! Every item within your value statement should have equal importance and meaning.
Step 5: Think about how the value statement can be applied
Congrats! You’ve now created an official value statement for your company. However, the work doesn’t end here.
Before you roll it out to the rest of the organization, you need to be prepared to show everyone how each component of the value statement can be applied. For example, if one of the core values is based around “Responsibility,” the example could be something like “We take ownership of our work every day.” This helps everyone across the business understand exactly what the value statement looks like in action.
Step 6: Introduce it to the organization
Now you’re ready to roll it out to the entire organization. Since a value statement is an important part of the company culture, we recommend an official “launch party.” Instead of simply sending an email to your employees, dedicate a half day or so to getting everyone familiar with the new value statement.
This can be in-person or virtual, as long as everyone across the organization is involved.
First, show everyone the final value statement. Allow space for discussion and questions. Then, take the time to walk the organization through the examples you’ve prepared, and expectations around the implementation. What will this look like on a day-to-day basis for them? By clearing up any confusion from the get-go, you boost your chances of early adoption and success.
You will also need to consider how you want the value statement to be used within the organization. Will employee reviews take your values into consideration? Will you award recognition to individuals who exemplify your value statement? How will you introduce it to new employees during the onboarding process? These are all important considerations.
Value statement examples
Before you get started creating your value statement, take a look at some examples from other successful brands:
Airbnb value statement
Champion the mission
We’re united with our community to create a world where anyone can belong anywhere.
Be a host
We’re caring, open, and encouraging to everyone we work with.
Embrace the adventure
We’re driven by curiosity, optimism, and the belief that every person can grow.
Be a “cereal” entrepreneur
We’re determined and creative in transforming our bold ambitions into reality.
Sony value statement
Dreams & Curiosity
Pioneer the future with dreams and curiosity.
Diversity
Pursue the creation of the very best by harnessing diversity and varying viewpoints.
Integrity and sincerity
Earn the trust for the Sony brand through ethical and responsible conduct.
Sustainability
Fulfill our stakeholder responsibilities through disciplined business practices.
Glossier value statement
Inclusive
At Glossier, we see everyone as humans — not merely coworkers. To us, inclusivity is not only a value but an active verb: it is a choice that we make every day.
Devoted to the customer
We are a people-powered beauty ecosystem; our community and customers are at the core of everything we do. We listen to their voices intently, and with each decision we make, we ask ourselves, “What’s best for the customer?”
Curious
We believe that learning never stops, whether that means being inquisitive, listening without judgment, or asking for help.
Courageous
To us, courage is essential to getting work done. It’s about having conviction in your own ideas, communicating thoughtfully, and being open to dialogue. We nurture our courage each day by letting go of the familiar and embracing the new.
Discerning
When making a decision, we take the holistic approach. We are thoughtful about our cross-functional work, customer impact, and each unique touchpoint that goes into the journey of bringing every Glossier experience to life. The final product (no matter how big or small) is equally as important as the journey to get there.
Netflix value statement
Judgment
You make wise decisions despite ambiguity
You identify root causes, and get beyond treating symptoms
You think strategically, and can articulate what you are, and are not, trying to do
You are good at using data to inform your intuition
You make decisions based on the long term, not near term
Communication
You are concise and articulate in speech and writing
You listen well and seek to understand before reacting
You maintain calm poise in stressful situations to draw out the clearest thinking
You adapt your communication style to work well with people from around the world who may not share your native language
You provide candid, helpful, timely feedback to colleagues
Curiosity
You learn rapidly and eagerly
You contribute effectively outside of your specialty
You make connections that others miss
You seek to understand our members around the world, and how we entertain them
You seek alternate perspectives
Courage
You say what you think, when it’s in the best interest of Netflix, even if it is uncomfortable
You make tough decisions without agonizing
You take smart risks and are open to possible failure
You question actions inconsistent with our values
You are able to be vulnerable, in search of truth
Passion
You inspire others with your thirst for excellence
You care intensely about our members and Netflix’s success
You are tenacious and optimistic
You are quietly confident and openly humble
Selflessness
You seek what is best for Netflix, rather than what is best for yourself or your group
You are open-minded in search of great ideas
You make time to help colleagues
You share information openly and proactively
Innovation
You create new ideas that prove useful
You re-conceptualize issues to discover solutions to hard problems
You challenge prevailing assumptions, and suggest better approaches
You keep us nimble by minimizing complexity and finding time to simplify
You thrive on change
Inclusion
You collaborate effectively with people of diverse backgrounds and cultures
You nurture and embrace differing perspectives to make better decisions
You are curious about how our different backgrounds affect us at work, rather than pretending they don’t affect us
You recognize we all have biases, and work to grow past them
You intervene if someone else is being marginalized
Integrity
You are known for candor, authenticity, transparency, and being non-political
You only say things about fellow employees that you say to their face
You admit mistakes freely and openly
You treat people with respect regardless of their status or disagreement with you
Impact
You accomplish amazing amounts of important work
You demonstrate consistently strong performance so colleagues can rely upon you
You make your colleagues better
You focus on results over process
As you can see, effective value statements come in all shapes and sizes. Just as every business is unique, every value statement can be customized to fit your organization’s specific culture, goals, and needs.
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