Some organizations have too many core values, which tend to confuse everyone and slow progress. e.g. Amazon has 14 core values and a Big Audacious Vision.
Amazon’s Core Values:
- Customer Obsession
- Invent and Simplify
- Are Right, A Lot
- Hire and Develop the Best
- Insist on the Highest Standards
- Think Big
- Bias for Action
- Vocally Self Critical
- Earn Trust of Others
- Dive Deep
- Have Backbone; Disagree and Commit
- Deliver Results
‘To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.’
Often more successful organizations have very few yet timeless core values and a vision that is equally timeless.
Disney’s Core Values:
‘To make people happy.’
Disney invests in imaginative and wholesome projects, be they movies, theme-parks or children’s products, that make people happy. Disney makes a 12% Return on Investment (ROI). Amazon, despite its huge online presence, makes only a 5% ROI.
A local CEO recently spoke to me about changing her company’s core values, to support a somewhat impulsive vision. I shared that instead of changing its core values, the best organizations, like Disney, will change their markets and products in a way that allows them to remain true to their core values.
I suggested to the CEO that while looking for new markets and services that align with her organization’s core values might require a greater deal of innovative thinking, this would be an exercise well worth doing. I suggested her company maintain their integrity and let the core values drive the new vision.