“Your Values Are Strong” - But Are They Paying Their Way?

At the end of a workshop with a leadership team earlier this year, I asked:
“Which of your values brings the most value to your customers?”

Silence.

They had four strong values, but when pressed on which of these drove customer decisions, created competitive advantage, or improved margins… they were stumped.

Not because the values were wrong. But because they weren’t ‘working’ for the business. Not commercially. Not culturally. And certainly not strategically.

Let’s Start With the Basics: Are You Clear on What Your Values Actually Are?

Last week, I spoke to two highly respected family businesses-leaders in their industries. When I asked about their values, both said, “Yes, we’ve got them”- but couldn’t articulate them clearly. Worse still, their values were nowhere to be found on their websites or in their marketing.

This isn’t unusual.

Too many businesses assume they’ve “done values” because there was a discussion once at a strategy day. But unless:
- You’ve clearly defined your values
- Everyone in the business knows what they are
- And they inform how you behave, lead, hire, reward, and serve…

…then you don’t have values you can use as a strategic asset.
You have words - quietly gathering dust.

This is where my ‘Values to Profit Creation’ methodology comes in. I guide businesses through a powerful internal and external review of what makes them unique - and from that, we identify the values that are true, distinctive, and commercially relevant.

And Here’s the Other Problem: Values Go Out of Date

In a volatile world - with global conflicts, political upheaval, economic instability, increased costs and ongoing discussions about tariffs - some business leaders are quietly asking:

“Are our values still relevant? Do they still hold up in this environment?”

It’s a good question.
Because if your values don’t evolve with your strategy and the world around you, they lose power.

That’s why I also provide a ‘Values to Profit Audit’ - a structured review that explores whether your current values are still fit for purpose. It helps identify outdated values, refine what’s still relevant, and ensure your values are ready to guide the next phase of growth.

The Cost of Untapped Values

Right now, family businesses across the UK are feeling the squeeze.
✔️ Employer national insurance hikes
✔️ Risk of losing Business Property Relief
✔️ Skyrocketing costs across the board

But the biggest hidden cost? Underusing the very thing that makes your business different - your values.

If you can’t clearly show how your values help you make money, save money, or reduce risk, then you’re leaving commercial value untapped.

What Do We Mean by ‘Values’?

This isn’t about having a list of inspirational words on the wall or in a PDF.

Your values should:
- Shape decisions
- Drive behaviour
- Influence leadership
- Enhance customer experience
- Strengthen culture

If they’re not doing that, they’re not earning their keep.

Three Ways Family Businesses Underuse Their Values

  1. They Assume Customers Just Know

Most businesses don’t communicate how their values create a better customer experience. But customers don’t buy values - they buy the tangible benefits of those values.

🔍 Ask yourself:
- Are your values clearly embedded in your brand and sales story?
- Can your team explain how your values create value for customers?
- Do your team have the skills and confidence to sell on value - not just on price, features or history?

2. They Don’t Equip Their Leaders

If leaders aren’t actively using values to guide decisions and behaviours, they’re just floating concepts.

🔍 Ask:
- Are your leadership behaviours aligned with your stated values?
- Are you developing leaders to apply those values under pressure?

The coaching work I undertake with leaders focuses specifically on this challenge. I work one-to-one and in groups with senior leaders to embed values-led leadership habits, tackle real-world dilemmas, and model the behaviour needed to drive consistent performance, clarity, and trust across the organisation.
Because when leadership is misaligned, culture unravels - and opportunities are lost.

3. They Use Words Everyone Else Uses

“Integrity.” “Teamwork.” “Excellence.” These aren’t bad values - but without definition and distinctiveness, they don’t drive action or differentiation.

🔍 Try this quick test:
Pick one of your values and ask three team members what it means in their daily work.
If you get a wide variety of answers, you’ve got a clarity gap - and a commercial one.

So What Can You Do About It?

Here’s something simple to try with your senior team:

Create a two-column table.
Column 1: Your current values
Column 2: For each value, ask “How does this help us grow, save, or protect the business?”

If you’re struggling to come up with clear and consistent answers then this is your starting point.

You can identify where you are missing opportunities to leverage your values for growth via my ‘Values to Profit Audit’ - a process that doesn’t just review values, but also helps you apply them in your strategy, succession planning, recruitment, culture development, leadership alignment, and customer growth.

This Is What I Help Businesses Do

You don’t need a rebrand.
You need clarity. Consistency. And a clear path to turn your values into value.

📅 Book your free 45-minute Values & Culture Exploration Call
Let’s explore how much more your values could be doing for your business.

Coming Next Time:

We move to the second element in the Values to Profit Framework™ - Leadership.
Because even the best values won’t deliver results if your leaders don’t live them - visibly, consistently, and with commercial intent.