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I chuckle every time I meet a science-defying person on the sidewalk who hurriedly pulls up their mask when approaching and pushes it down after we pass. 

The probability of catching COVID while passing someone on the sidewalk is equivalent to being killed by a lightning strike. Over a year into the pandemic, this behavior reflects virtue-signaling rather than values. 

Virtue-signalling, like the facades on a Saddam Hussein palace, obscures the realities within. CEO hang-wringing apologia about diversity last year often resulted in no follow-through or change. Harvard business review articles show that most diversity training makes things worse. Still, CEOs throw money at the failed approaches. Plato described the behavior as “seeming over being.” 

You want values that work, and you want what you value to be working. 

Business values are behavioral norms that guide your profitable customer-centric solutions. Some are internal-facing, oriented on how people work together, while others are external-facing to expand your base of loyal customers. The true tests of your values are whether they are profitable for your business, your employees, and your customers. 

If your values set specific behavioral norms that lead to profitable customer-centric solutions, you are going to gain delightful customers and attract employees who will do what’s right, the right way, without you having to micro-manage. Vague values, on the other hand, are slogans that create cynicism. 

The vital step is to set business values that work. To help you do so, I’m hosting the “Never Suffer from Vague Values Again” do-in-ar with leadership expert Jan Rutherford on June 2 at 1:00 pm US Central. 

You’ll come away from the event knowing precisely how to set values that are the right fit for your business.

Here’s the game-plan: 20 minutes of format with Jan; 20 minutes working on your values assignment; 20 minutes of advice and support from Jan and me.

To get the meeting link, please donate to your favorite charity and email me ([email protected]) to me know you’ve done so (I use the honor system, so your word is good enough).

P.S. VALUE-ADDING Leadership(TM) is a master program for leaders and entrepreneurs who want to inspire people to contribute their best and drive the business to new heights. The next program begins in mid-May. More here.