ARTICLE 07 / RIDE THE WAVE
When Values Become Behaviors
Most organizations can name their values. Fewer can describe what those values look like on a difficult Tuesday afternoon.
Consider a value like communication. Does it mean sharing decisions promptly? Raising concerns directly? Making sure a colleague has the context to do their work? If people interpret the same word differently, the value may inspire them without guiding them.
The next step is to translate each value into observable behavior. If partnership matters, what does collaboration look like across departments? If accountability matters, how do people acknowledge a missed commitment and reset the plan? If courage matters, what should someone do when a decision is not serving the mission?
Boards have a particular responsibility here because culture is reinforced by what leaders notice, reward, and tolerate. A board that says it values transparency but discourages difficult questions sends a mixed message. An executive team that celebrates teamwork while rewarding individual heroics does the same.
Choose one value and test it against a real decision. What behavior would demonstrate it? What behavior would undermine it? How will the organization recognize the difference?
This makes values useful in onboarding, performance conversations, board evaluations, and strategic planning. It also gives people a shared language for addressing concerns without turning every disagreement into a personal judgment.
Values become culture when they influence what happens—not only what appears on the website.
REFLECTION Which of your organization’s values is hardest to observe in everyday behavior?
Most organizations can name their values. Fewer can describe what those values look like on a difficult Tuesday afternoon.
Consider a value like communication. Does it mean sharing decisions promptly? Raising concerns directly? Making sure a colleague has the context to do their work? If people interpret the same word differently, the value may inspire them without guiding them.
The next step is to translate each value into observable behavior. If partnership matters, what does collaboration look like across departments? If accountability matters, how do people acknowledge a missed commitment and reset the plan? If courage matters, what should someone do when a decision is not serving the mission?
Boards have a particular responsibility here because culture is reinforced by what leaders notice, reward, and tolerate. A board that says it values transparency but discourages difficult questions sends a mixed message. An executive team that celebrates teamwork while rewarding individual heroics does the same.
Choose one value and test it against a real decision. What behavior would demonstrate it? What behavior would undermine it? How will the organization recognize the difference?
This makes values useful in onboarding, performance conversations, board evaluations, and strategic planning. It also gives people a shared language for addressing concerns without turning every disagreement into a personal judgment.
Values become culture when they influence what happens—not only what appears on the website.
REFLECTION Which of your organization’s values is hardest to observe in everyday behavior?