Corporate Core Values, Compared

Why Corporate Values?

These are declarations about how a company treats itself, customers, and stakeholders. 

For the majority of companies, these declarations reduce to the essential purpose of any company; namely, to make a profit by offering a product that customers buy, and to do so in as time- and cost-efficient a manner as possible.

Those companies tend to aim for 5 (plus or minus) core values, but it's often difficult for them to stop themselves from adding "just one more". It should be no surprise that their lists tend to be similar.  In fact, I suggest that these "Generic Core Values" boil down into four categories, and that most companies simply combine or repackage them in various ways.  My four hypothetical categories are:

A. Achievement or creating value.  Includes business goals and shareholder value.

B. Customer focus.   Includes integrity and community engagement.

C. Working together.

D. Continuous Improvement. Includes innovation.

I've worked for very good companies which have these kinds of corporate values.  Their core values do not inspire me, but that's above my pay grade.

On the other hand, some companies break the mold and actually embed a unique corporate culture into their core values (Google).  Those are interesting to me, but I still don't know if that makes the companies better than others, or if they just have a better marketing department or something.

Northern Telecom / BNR, ca 1996.

1. Our people are our strength.
2. Create customer value. ("create superior value for our customers").
3. Promote shareholder value ("we work to provide s.v.").
4. We are one team.  We share one vision.
5. Continuous improvement ("Embrace change and reward innovation").

CA Technologies, ca 2016.

1. SELF-AWARE.  "We look in the mirror. We know our strengths, but also see our weaknesses—and constantly work on both."

2. RESILIENT. "We go all in and hold nothing back. In the face of adversity, we show no fear, only the grit to persevere."

3. AUTHENTIC. "We shoot straight. Our customers trust us with their most critical needs because we are always open and transparent."

4. RESULTS-ORIENTED. "We love the game. Digital transformation is crucial to the success of our customers, and we do what matters to ensure they win. "

5. CUSTOMER-CENTRIC. "We do it for them. When our customers win, we win. We put their needs first and pride ourselves on our ability to surprise and delight. "

6. COLLABORATIVE. "We never go it alone. We are one CA, one team that succeeds together by making the most of our collaborative expertise."

7. CREATIVE. "We never stop chasing greatness. We constantly pursue elegant solutions to our customers’ most complex problems and support their desire to achieve breathtaking results."

8. SOCIALLY AWARE. "We respect each other and our communities. We support the people and causes that make a difference."

9. AGILE. "We are agile. Because agility is everything today, we move with a sense of urgency and adapt quickly in anticipation of change. "

10. UNCOMPROMISING INTEGRITY. "We do the right thing. Always. That means honoring our commitments and principles in everything we do."

Brink's, ca 2020.

1. Safety

Our goal: bring every employee home safe every night.

We take pride in keeping our customers’ valuables safe and secure.

2. Customer Focus

We understand and anticipate our customers’ needs and provide creative solutions to help them succeed.

We consider the customer first in all we do and build systems and processes to improve service.

3. Integrity

We act with honor and integrity.

We respect each other, our company, our customers and others who are affected by Brink's.

4. Engagement

We create an environment where employees feel comfortable participating.

We are committed to driving results and winning in the market.

We engage in constructive conflict and value diverse perspectives.

5. Continuous improvement

We find ways to streamline our processes and improve our performance.

USAA, ca 2021.

1. Keep our membership and mission first*
2. Live our core values (Service, Loyalty, Integrity, and Honesty).
3. Be compliant and manage risk.
4. Build trust and help each other succeed.
5. Embrace diversity and be purposefully inclusive.
6. Innovate and build for the future.

* "USAA's mission is to facilitate the financial security of its members, associates and their families by providing a full range of highly competitive financial products and services. In so doing, we seek to be the provider of choice for the military community."

The Big List

Stolen from several sites, and filed under my uber-values list.

Achievement

1. Boldness
2. Leadership
3. Persistence
4. Quality
5. Passion
6. Sustainability

Customer focus

1. Accountability (ownership)
2. Community involvement
3. Customer commitment
4. Honesty
5. Integrity
6. Making a difference
7. Trust
8. Simplicity

Working together

1. Authenticity
2. Collaboration
3. Diversity
4. Fun
5. Inclusion
6. Humility
7. Teamwork
8. Transparency
9. Vulnerability

Continuous Improvement

1. Continuous improvement
2. Curiosity
3. Employee development
4. Innovation
5. Self-improvement