Core Values are not simply your DNA

I have heard multiple times that founders, HR or CEOs are saying: "Our core values is our DNA". Do not get me wrong, I am big believer of core values and it is a must for each company, but in my opinion core values alone cannot be your DNA. We know from biology that DNA contains the instructions an organism needs to develop, function, and reproduce. It is formed at conception and does not change unlike core value that can change. However, the same DNA can express itself in different ways based on one’s environment, just like employees can show the core values in different ways. It’s the reason identical twins have different fingerprints. In this process, called “expression,” the instructions in the DNA are turned into proteins and other cellular products.

Your core values should describe the collective attitudes and beliefs that you desire all employees to share stand with you, translate those into specific actions and decisions that they should make, and then in turn show how those behaviors produce customer experiences that define and differentiate your brand. Your core values need to be unique. The uniqueness of core values is what DNA implies, not unchangeability of core values or employees must show all the values all the time.

These are really good questions to think deeply about core values:

• DNA is formed at conception. Is that the case for companies too? Is a company’s uniqueness set by the founders’ vision and values?

• DNA does not change over the life of an organism. Is that true for a company? If so, does it limit the degree to which it can adapt and evolve?

• DNA expresses itself differently based on its environment. Might a company have the same DNA for its lifetime, but be able to innovate by expressing that DNA into new business models, organizational designs, different economy models, different era and product offerings?

In a 1997 book, Gareth Morgan defined the corporate DNA metaphor as the "visions, values, and sense of purpose that bind an organization together" to enable individuals to "understand and absorb the mission and challenge of the whole enterprise". It’s not a coincidence that the origin of the word company is “companion”, corporation is “body”, and organization is “organ.” As leaders we spend most of our time thinking about how to nurture and shape our companies. It’s time we also pay attention to their intrinsic nature.

On the same token as core values must be unique for your organization and express itself in different ways based on different environment and situations, the goal of articulating core values is to inform, inspire, and instruct the day-to-day behaviors of everyone who works at your company. But this rarely happens, because most core values statements don’t get at what’s unique about the company. According to the Booz Allen Hamilton and Aspen Institute’s Business and Society Program researchers, most corporations’ values incorporate similar words and ideas. 90% of them reference ethical behavior or use the word “integrity,” 88% mention commitment to customers, and 76% cite teamwork and trust. That is why probably we should stop using these are our core values:

1. Integrity – Every company must operate ethically and with integrity – and by stating this concept as one of your core values, you raise the question of why you have to point it out.

2. Teamwork – You shouldn’t need to tell your people to work together – it’s common sense. If they’re not working collaboratively, listing it as a core value isn’t the solution. (Things like organization design, training, improved processes, and new shared metrics and performance standards are.)

3. Authentic – You can’t claim to be authentic or that you want to be – you must simply be authentic. And your organization will be authentic if its leaders actually act and communicate in authentic ways.

4. Fun – Stating that you want your organization to embrace fun makes it seem like you’re trying too hard. Just like a teenager who claims to be cool, if you have to say it, you’re probably not.

5. Customer-centric – Again, all companies should be attuned to their customers and their wants and needs. Developing a core value that explains the unique way in which you engage with your customers would be far more differentiating and meaningful.

6. Data Driven - First of all being data driven is useless unless you are also agile and experiment driven, anyhow, data is the power of your organization, of course you must be data-drive, it is a common sense and it does not make you unique such core value.

I have put together a framework on how to build a culture and what are your tools, you can read more about it here. Core values should differ from business category values, which all companies in any given category must adopt. For example, all fast-food chains must embody the values of speed and convenience; all SaaS solution providers must value reliability and ease of use. A fast-food restaurant that says it core value is speed then well, it’s not saying anything different from any other fast-food restaurant. Let's look at Google's core values.

• Focus on the user and all else will follow.

• It’s best to do one thing really, really well.

• Fast is better than slow.

• Democracy on the web works.

• You don’t need to be at your desk to need an answer.

• You can make money without doing evil.

• There’s always more information out there.

• The need for information crosses all borders.

• You can be serious without a suit.

• Great just isn’t good enough.

On Google's philosophy page, they don't just list their core values -- they also provide examples. Now, another example of Whole Foods core values:

• We Sell the Highest Quality Natural and Organic Foods with full detail example and explanations about quality that makes Whole foods unique.

• We Satisfy And Delight Our Customers -- Our customers are the lifeblood of our business and our most important stakeholder. We strive to meet or exceed their expectations on every shopping experience.

• We Promote Team Member Growth And Happiness -- Our success is dependent upon the collective energy, intelligence, and contributions of all of our Team Members.

• We Care About Our Communities And The Environment -- We serve and support a local experience. The unique character of each store is a direct reflection of a community’s people, culture, and cuisine.

• We Practice Win-Win Partnerships With Our Suppliers -- We view our trade partners as allies in serving our stakeholders. We treat them with respect, fairness and integrity – expecting the same in return.

• We Create Profits and Prosperity. We earn profits every day through voluntary exchange with our customers. We know that profits are essential to create capital for growth, job security, and overall financial success. Profits are the "savings" every business needs in order to change and evolve to meet the future goals. They are the "seed corn" for next year's crop and creator of sustained prosperity.

Differentiation is the key driver of brand power. Your company’s core values must embody what makes your company uniquely “you”— what makes you stand out from others.