Have you ever reflected on how the values of your organization affect every decision you make? In our previous conversation we explore the importance of mission and vision as essential strategic elements. Today, we take a step further to address an issue that connects and gives meaning to both: values. These are not just ethical principles; They are the axis that drives coherence in your strategy and the resilience of your organization against market challenges.
In the words of Richard Rumelt, a well -designed strategy not only addresses challenges, but does it clearly and coherence. This is impossible without well -defined values that act as a compass, guiding your team’s actions towards shared objectives without losing the authenticity that distinguishes them.
Values are not a strategic accessory; They are the heart behind each action plan. Deloitte and Harvard Business Review studies confirm that companies with solid values have between 25% and 30% more likely to grow in a sustained way and retain the best talent. In Latin America, where the market constantly fluctuates, values allow organizations to be authentic and flexible at the same time.
Yuval Noah Harari clearly explains it: values are collective narratives that create a sense of belonging and cohesive efforts at all levels of the company. When they are aligned with mission and vision, values transform organizations into resilient ecosystems, capable of facing change and uncertainty without losing course.
How to integrate values into your strategy
1. Make them tangible and authentic: according to Adam Grant, values must reflect what an organization really is, not what it aspires to be. Make a deep internal analysis: Do you define the values are reflected in culture and daily decisions? Examples such as Grupo Bimbo demonstrate how clear values, such as social responsibility and sustainability, promote both their success and their social impact.
Make sure your values are expressed in concrete policies. If you say that you value innovation, establish clear incentives for disruptive ideas in your team.
2. Use values as a filter for decisions: Grant emphasizes that values must act as compasses in complex decisions. Harari complements saying that, in a digitalized world, values must be tools that distinguish the priority of the secondary.
Before making critical decisions, ask: “Does this reflect our values?” This approach not only aligns your team, but also builds confidence with your key interested parties (shareholders, counselors, members of the Board of Directors, collaborators, strategic allies, suppliers and media).
3. It incorporates the values in the business narrative: Malcolm Gladwell highlights that the stories aligned to values emotionally connect with collaborators and consumers. Certified companies such as B Corp, whose mission is to use businesses as a force for good, share a vision of an inclusive, equitable and regenerative economic system for all people and the planet. Their central values, such as sustainability, transparency and commitment to social impact, have proven to be a powerful differentiator in oversaturated markets, attracting loyal and conscious customers.
Constantly communicate your values through real impact stories. This not only strengthens the organizational culture, but also improves the external perception of your brand, aligning it with a global community that prioritizes a purpose beyond profits.
4. Evaluate and adjust the values periodically: in a changing environment, the values should not be rigid. Gladwell and Harari, in their respective fields of specialization, agree that reviewing them periodically guarantees their relevance and strategic utility.
Dedicate an annual session to evaluate whether the values still represent your purpose and adjust according to the new market realities.
Values as competitive advantage: growing without diluting
The B Corp movement illustrates how values can be integrated into growth without compromising authenticity. This organization has managed to combine ethical rigor with strategic flexibility, allowing its members to expand maintaining its principles. This approach shows that well structured values not only help grow, but also differentiate in a saturated market from similar options.
Practical example: If your company plans to expand to new markets, design an integration plan that prioritizes the preservation of your essential values.
Building a complete strategy: mission, vision and values
Incorporating clear values is not a simple task, but it is essential to achieve a robust strategy. They are the bridge that connects the mission (your purpose) with the vision (your future aspiration). Without them, any strategic plan lacks coherence and direction.
As the Bimbo case demonstrates, integrating values into the strategy generates tangible benefits: from greater customer loyalty to differentiation in competitive markets. This reaffirms that values are not just ethical principles; They are strategic assets that must be managed with rigor and intentionality.
In Latin America, the integration of solid values into the business strategy has shown to generate significant benefits. According to an study by the Economic Commission for Latin America and the Caribbean (ECLAC), companies that adopt corporate social responsibility practices, aligned with ethical values, experience an average increase of 20 % in their profitability and a 30 % improvement in the satisfaction of your collaborators. In addition, a report by the Inter -American Development Bank (IDB) highlights that organizations with a culture based on clear values are 40 % more likely to attract direct foreign investments, due to the confidence they generate in international markets. These data underline the importance of incorporating authentic values into the business narrative, not only as a differentiator in competitive markets, but also as a motor of sustainable growth and positive reputation in the region.
The future of your organization will depend on your ability to integrate authentic values at each strategic level. Do not underestimate the transforming power of these principles. By aligning them with the mission and vision of your company, you will not only strengthen your organizational culture, but you will also build a durable competitive advantage.
The author is strategist, mentor, lecturer, articulist and director of intelligent development strategies. Follow it on LinkedIn
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The opinions published in this column belong exclusively to the author.
