Business isn’t just B2B or B2C anymore. Rather, in today’s world, it’s become H2H (human to human). Many consumers want to know about the companies they’re supporting, or better yet, the CEOs behind the companies they’re supporting. Thanks to social media, this is easier than ever. We see trending tweets about what CEOs are doing almost constantly, whether they’re committing fraud or donating multimillions of dollars to help those in need. Such activities often can stir up strong emotions — from outrage to compassion — in people.
I’ve noticed that many of the best companies have CEOs who represent the organizations’ core values in the marketplace because those values deeply resonate with them too. I work with Fortune 500 executives as well as CEOs of middle-market companies, and I’ve seen firsthand how consumers are watching what those in charge do in their private lives (including posting on social media) and how that reflects on the company.
Purpose and values are more important for companies and CEOs than one might think. According to Adam Fridman, coauthor of The Science of Story, “purpose impacts how the organization does business, even at a micro-level.”
Fridman’s insight aligns with my own experience. Without the authenticity that comes from communicating purpose and values, it can be challenging to have a maximized marketplace brand that connects emotionally with customers.
In my experience, the best way to share your values in the marketplace as a CEO is through storytelling, which allows you to emotionally connect with the audience, build trust and generate genuine interest in the brand. This is a strategy that we promote because when you authentically reveal your core values to your customers, you can generate loyalty that cannot be bought.
Here are three other tips you can follow to showcase how your values align with your company’s. Ultimately, this alignment means better public perception, and in today’s climate driven by social responsibility, this matters.
1. Practice What You Preach
When you, as the CEO, are the most enthusiastic about your approach to values, diligently practicing what you preach, people throughout the company will likely seek to emulate your behaviors. Employees then will demonstrate such behaviors to customers and clients. While working with a top executive at one of the 10 largest businesses in the world, I was told about a time when a pharmacist decided on their own to learn sign language so they could better communicate with a deaf customer. While this wasn’t required, the example that leadership had set in the company inspired this employee to go above the call of duty. This demonstrates how important setting an example can be.
This is backed up by research as well. Several years ago, an international group of researchers from Northwestern University, the University of Chicago and the Einaudi Institute for Economics and Finance in Italy found that “when employees perceive top managers as trustworthy and ethical, the firm’s performance is stronger.” They determined that values hanging on a wall don’t mean much unless the management team actually carries them out in actionable steps throughout the day. And that transparency must start at the top with the CEO.
2. Focus On The Little Things
Lived values aren’t just grand gestures made by a company once in a while — they should be reflected in the small actions that comprise daily operations. Encourage your company’s team members to engage in value alignment actions every day.
3. Be Visibly Present
The more visible you are in acting according to organizational values, the more consideration people within the company are likely to give these values. And while visibility isn’t the same as authenticity, when you’re seen engaging in certain behaviors more often, people will perceive it as an authentic reflection of your character. This ultimately can lead to greater trust in you.
When you identify with and represent the values of the company in everyday interactions with employees, customers and media companies, you can start to see success in a way that can be measured through valuation and sustainable growth.
