In my previous post, I write about a distinction in understanding the nature and use of values in an organizational context. I characterize the older, more traditional approach Values 1.0, and the newer, more social approach, Values 2.0. Here's a way to understand the difference.
Values are ideas about what is important to us. In an organizational context, these ideas are intended to project a certain image about the company. Whether the value is being "dependable" or "fun" the effect is to make a statement that describes what the company believes in or stands for. This is the traditional approach to values. They are statements.
What if we treated values as an historical artifact. You go to a museum, and there next to room with the life-size model of a Tyrannosaurus Rex is the Hall of Values. You walk in see a frame with a magazine ad for "ACME Dynamite Company - Dependable Explosions since 1904." Then there is a statue of a man in a business suit and a sign that simply says "Trust." In rear of the hall, there is a display of an auto assembly line from the 1950's with a sign that says, "Innovation."
We see concepts applied to business as a way of distinguishing them from their competitors. We call this branding or marketing, of course. But we treat values in much the same way. They are like museum artifacts. There is an ancient, historical character to words like "trust", "dependable", or "integrity." They are words that signify a specific meaning. These words are recollections of a past time. They are fixed images of the company that remain the values impression of the company into the future, regardless of whether they are accurate or not. These are values in a Value 1.0 world.
We know when there is a breakdown between the espoused values of the company, and reality. When a company sells itself as trustworthy, dependable and operating with the highest integrity, and in the morning newspaper we read of the embezzlement of millions of dollars by a top official, we know that the values no longer command attention like they did in the past. This disconnect leads people to believe that the value words are hollow. Have enough of this occurrences, and people believe that this isn't one company but a whole culture of corruption.
It may well be true that 99% of the company's employees are trustworthy, dependable and have integrity. The moral failures of a few are thrust upon the many who remain behind to pick up the pieces of a tattered reputation. Values reduced to ad copy or a relic in the company museum set up the conditions for failure.
Values 1.0 treats values as museum pieces. Leaders are curators of those values. We parade the values out for celebrations, then return them to their rightful place in a closet in the marketing department. I'm not blaming marketers for this situation. In fact, they may be the only ones in touch with the values of the company as they try to sell the company's products and services to the public.
Values 2.0 is very different. Instead of values being museum artifacts, they are like living history experiences that take on a life of their own. Here are two examples.
In Staunton, Virginia, there is a fascinating museum of frontier culture - The Frontier Culture Museum of Virginia. What is interesting about this museum is that it consists different working farms. There are English, German, Irish, and American farms, and an African village. Here's living history, not static displays of pictures in frames or exhibits in glass-enclosed cases. If you are traveling through the Shenandoah Valley of Virginia on I-81, I recommend a visit.
Several years ago, a local college professor opened his Civil War history class to non-students. A part of his class was the recreation of a civil war battle. There were Union and Confederate regiments, townspeople and even a preacher for both sides. My great, great grand father, William Newton Morrison, was the pastor of the Presbyterian church in the Swannanoa Valley of Western North Carolina, during the Civil War. In fact, the church he served stood on a hill over looking the field where our Civil War enactment was held. My part in this living history experience was to play my ancestor. I put on appropriate dress, found a suitable sermon preached by a Presbyterian pastor in Fayetteville, N.C. during the war, and prepared a five minute service for the troops before they went into battle. It was quite an experience to recreate that moment of a preacher sending troops off to battle. I was surprised by the emotion of the moment, especially with the fire-brand sermon I had selected to present.
Values 2.0 isn't about static museum displays, but about living the values. If they are historic values of the company, recreating the experiences that led to a particular values becoming the company's values may be needed. For example, often I hear from people that their company used to be like a family. We care for each other like family. They knew their spouses and kids because their were softball teams in the spring and company picnics in the summer. If being a family is a value that is a part of the company's DNA, then create opportunities to be a family. Set up committees to raise money to help "family" members in need. Just don't talk about the glory days of the past when you were like a family. Be a family now.
Values 2.0 is about living values. If the values mean something, then they will mean more lived out in the relationships and the processes of the company. The ideal is simple. The application not so simple. It requires work to integrate values into the work of a company. Yet that is what Values 2.0 is about.
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