Once your core list is complete, describe how you live your values. Little is accomplished in your planning if you only make a list of your value statements. They must be translated into actions or observable behaviors. There is a way to complete the value statements by making them more meaningful. Define each statement in action terms. Planners find the following format to be quite effective. Consider the complete examples provided here; they were taken from four different business plans:
We Value Profit
This means we:
1. Make a reasonable profit on every deal or we don’t contract.
2. Take steps to continually eliminate inefficiencies from our business processes.
3. Spend money wisely for things we need to support our operations.
We Value Our Product
This means we:
1. Protect its image at all costs.
2. Continuously improve its performance.
3. Sell it for what it is worth.
We Value Our Reputation
This means we:
1. Safeguard our public image.
2. Require high ethical standards for employees.
3. Take swift, decisive corrective actions in potentially embarrassing situations.
We Value Our Time
This means we:
1. Don’t chase contracts.
2. Don’t waste time submitting competing bids.
3. Pull the plug early on bad projects.
Follow this format for discussing each of your values. Listing the actions causes your management team to achieve a more complete understanding of what the values mean to the company. This format further connects the planners with an awareness of what may or may not be happening within their organizations. It is a consciousness-raising activity.