Values:
The story of value mapping at The Company

Hubert Saint-Onge developed this template for his own use, as he recounted the story of a successful values mapping project at The Company. As part of the Saint-Onge Toolkit, this template is available to any CEO or CKO for customization and is suitable is suitable for distribution as part of a corporate communications program on values mapping. It articulates in general terms the rationale for values work, covering:

  • organisational values
  • knowledge capital
  • context
  • approach
  • language and labeling
  • core values
  • deployment
  • branding
  • values as the lens of the organisation

Its content is based on the following critical assumptions:

  1. Your organisation has conducted (or is in the progress of conducting) an in-depth review of the history of the firm through an analysis of documents dating back to the creation of the company;
  2. Your organisation has already completed extensive work on individual and corporate values and its leaders are positioned to articulate those values;
  3. Your organisation is actively working towards adopting a 'customer-centric' position in terms corporate strategy;
  4. Your organisation has been actively working toward a definition of its brand and is currently developing a company-wide communications program on your brand;
  5. Your organisation is actively creating new organisational structure.

If these assumptions are satisfied, then appropriate substitutions at designated text placeholders should provide you with a 32-page booklet suitable for a company-wide communications program on values mapping.

Text placeholders will require appropriate text substitution for the following:

  • [Knowledge Capital Model] This requires specifying an appropriate model such as the Knowledge Assets Framework, Intangible Assets Monitor, Enterprise Capital Model, Balanced Scorecard etc.
  • [A statement of your company's corporate values]
  • [Describe your company's key products and the strength of your brand. Describe any brand surveys conducted with your customers. Describe any learned outcomes from the dialogue with your customers.]
  • [Specify number of people and specific groups who responded to your internal values survey]
  • [Specify a specific corporate behaviour attributable to a particular corporate value]
  • [Specify three core values of your company]
  • [Training initiative] Identify a training initiative that is also an implicitly reinforced core competence.
  • [Describe recent strategic projects (such as key alliances) which will contribute to corporate growth]
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