價值觀為什麼事關重要

Why values matter most

Source : PRWeek Helen Searle, Cohn & Wolfe, prweek.com, Wednesday, 04 September 2013,

Businesses that put values at the heart of their operations are those most likely to succeed.

將業務的核心放在價值觀經營的企業是最有可能成功的。

Mahatma Gandhi once said: ‘Your values become your destiny.’ He definitely did not say ‘your values are what you want your customers to think you stand for’, nor ‘values are what you wish your stakeholders would believe’. Neither did he say ‘values are how you mask the fact that you are not performing as well as your competitors’.

聖雄甘地曾經說過：“你的價值觀成就你的命運。” 他絕對沒有說 '你的價值觀是你要你的客戶認為你站在何種標準 '，也不是 ”價值觀是你希望你的利益相關者所信仰的“。他更沒有說 ”價值觀是你如何掩蓋你不及你競爭對手的事實。

I am being flippant here, but there is a serious message. Simply defining something as a ‘value’ does not automatically ascribe it any real value.

在此我是無禮的，但有一個嚴肅訊息。簡單地定義一個價值觀' 的東西並不自動賦予它真正的價值。

Good comms can do a great job of articulating values, but certainly is no substitute for not having any. If we dare to follow the Gandhi train of thought a bit further into the corporate world – a business that has no values simply is not going anywhere.

良好的傳遞可明確有力地表達價值觀，且肯定是沒有任何的替代品。如果我們敢追隨甘地的思路進一步進入企業世界 - 一個企業，若沒有價值觀根本舉步維艱。

I started considering this topic after reading a recent interview with Sainsbury’s CEO Justin King in The Sunday Telegraph, in which he talked about the Paralympics in these terms: ‘At no point in any debate about whether we sponsor the Paralympics or not did we ever discuss the maths… we want to be the destination of choice for grocery shopping for customers with a disability.’ He added: ‘We believe our values make us different… Most of the values-based decisions you make are decisions that a straightforward P&L would not get you to.’

我最近閱讀本周星期日電訊報“ 採訪  Sainsbury 的首席執行官Justin King 之後開始思考這個主題，其中他談到關於殘奧會的這個話題：“有關不管我們是否有沒贊助殘奧會，我們曾經討論數學... 在任何辯論都沒有要點。 我們要成為身障客戶購買貨物的首選目的地。“ 他補充說：“我們相信我們的價值觀使我們與眾不同。大部分的價值觀的基礎是建立在你所做的決定，盈虧的揭露可能會讓你受阻。”

Without doubt, firms that articulate their values effectively know where they are going next – and have a compelling story to tell about it too. When the values are right, the story flows. In the case of Sainsbury’s, the customers and the profits follow. It is a powerful equation for any leader to consider.

毫無疑問，有效地表達自己的價值的公司，知道他們下個目標在哪裡 –並有令人信服的故事去講述。當價值觀是正確的，故事運轉。在 Sainsbury的情況下，客戶和利潤隨之而來。這是一個功能強大的公式是任何一個領導者要考慮的。

But, of course, actions speak louder than words and perhaps there was no better proof in action than the firm’s emergence (rightly) unscathed from the horsemeat crisis. King added: ‘That [the decision to do DNA testing] was very values driven. That is why values always serve you well in the long term… because broadly they guide you to making decisions that other people can’t, and won’t, make.’ Enough said.

但是，當然，行動勝於言語，也許沒有比有行動更好的證明公司在馬肉危機的出現（正確）時毫髮無損。King 說：“決定做 DNA 測試很值得驅動。這就是為什麼價值觀始終能長期提供服務...因為他能寬廣的引導你做決策，其他人不能，也不會，引導你“ 充足的做好準備。

In the very same week, I noticed Richard Reed, co-founder of Innocent, talking about the work of his organisation, JamJar Investments. Innocent’s birth story is no secret, but a powerful legacy for the brand is being created now by its founders by taking those original values of entrepreneurialism – risking something for what you truly believe in – to a new generation. 

在同一星期， 我注意到 Innocen t創辦人查德·里德，談論他的組織工作，JamJar 投資。Innocent 誕生的故事已經不是什麼秘密，但品牌由創始人採取這些原始價值觀的企業家精神正在創建一個偉大的傳奇。為你真正相信的事物冒險 – 劃新時代。

Values, it seems, when truly essential, can withstand the magnetic pull even of the corporate giant. Reed said: ‘As of this year, we are 90 per cent owned by Coca-Cola – but we are run completely independently, by a totally homegrown Innocent team. The deal has allowed us to do more of what we set out to do...  and we have given more money to charity and delivered against our social and environmental goals.’

價值觀 ，看來似乎，在真正必要時，甚可承受大型企業的磁吸力。Reed 說： “今年，我們有90％由可口 ​​可樂擁有-但我們完全可以獨立運作，完全藉由 Innocent 自有的團隊。這筆交易使我們能夠開始著手做更多... 我們給予更多的錢給慈善機構和傳達我們對社會和環境目標。“

To unlock the true values, an organisation must dig a bit deeper and und-erstand what it truly stands for at its very core. If values are not authentic, then audiences and stakeholders will know they are simply being sold a line.

So is there an opportunity to sharpen those values you are communicating and ensure they reflect the very heart of the business?  Here are five thoughts on refreshing your thinking:

將真正的價值解鎖，企業必須挖掘深一點和了解是什麼真正代表其核心。如果價值觀不是正宗的，那麼觀眾和利益相關​​者會知道，他們只是種遊說。

那麼有沒有機會讓你所傳達的那些價值觀變得敏銳，並確保他們反應業務的核心？這裡有五個提振你思維的想法：

Turn to your people – the chances are the values they hold dear will have rubbed off on the business and vice versa.

What really matters – understand not just the bottom line, but the values  that matter most to your customers.

Old-fashioned values – honesty and integrity go a great deal further than long words and empty promises.

Be authentic – if you are not talking about the fundamentals that govern every thought and action of the business, you are not talking about values.

Where you started – back to Gandhi: if values become destiny, then what got you started in the first place could light the way to where you are headed.

轉向支持你的人 – 他們高度重視機會的價值將被商業抹掉 ，反之亦然。

真正重要的是什麼 - 不只是明白底線，最重要的，是事關客戶最重視的價值觀。

老式價值觀的重要性- 誠信與正直比冗長綴詞和空洞的諾言更有進展。

具正宗的 - 如果你不是談論管理業務的每個思想和行動的基本面，你不是在談論價值觀。

你從哪裡開始 – 再回來談談甘地：如果價值觀成就命運，那麼讓你開始的第一的地方，可以照亮到引領你領導的路。