Start With Why: CXD Values
November 2024 — As introduced in my Brandology post Values, Vision & Mission
Core values reflect the deeply-held beliefs and fundamental principles that define our identity, determine our priorities, guide our behavior, and inspire alignment around a common purpose or goal — how we want to act.
Our “WHY” is at the center. From there, all else emanates.
Values Shape Culture
Values definition is essential for any business or organization — micro or macro, start-up or established, for-profit or not — and there are many ways to go about it.
The Communication By Design approach includes the following steps, which I illustrate below using myself (in Notes From Drydock fashion), as an example. You will, of course, find our own way that works best for you.
- Research • Reflect
- Identify • Collect
- Prioritize • Nest
- Articulate • Explain
- Publish • Present
- Act • Demonstrate
- Be • Connect
Step 1: Research & Reflect
As I shared in Reaffirming Values, I started with a mind-mapping exercise. I concurrently reflected, journaled, and researched: Google queries, AI prompts, and otherwise diving down rabbit holes as I surfed around looking at anything that seemed relevant.
For example, check out this article 300+ Core Values You’ll Ever Need For Work, Relationships, and Life, which literally lists 300 distinct values.
Example mind-map sketch for CXD values brainstorming.
Step 2: Identify & Collect
After my mind-map brainstorm, I pivoted to a card-sorting approach, which works really well with this kind of challenge because of the flexibility, and easy adding and subtracting it allows.
Based on my research, I identified around 100 contender values, created a trimmed note for each (these could be index cards or post-its — anything you can easily move around) and collected them all in pile.
Contender CXD values ready to be prioritized.
Step 3: Prioritize & Nest
Of the 100 collected values, I quickly distilled to 56. There is nothing magic about that number. It just happens to display nicely in the iPhone camera proportion. I then contemplated my choices for a while — moving many back and forth between “yes” and “no,” and made another round of cuts.
Choose the values that are important to you. Lay out on a table, pin to a tack board, or tape on a wall.
Finalize to those that matter most. Delete the rest (ghosted white). Of those, choose 3 to 6 as core (blue).
Rearrange with core at the top and others nested under as related. Add non-selected or new to support the core.
Step 4: Articulate & Explain
And voilà! Just like that, I have all the parts and pieces I need to begin crafting a Communication By Design values page or descriptive statement.
•••
So I pause this demonstration for now (mid-Step 4 • see below), having made the first of many refinements.
The core values supported by bullet points (or key words), once I get them finalized, might be enough, pending consideration of the following:
Values can be held internally in an organization to guide strategic planning and operations. In this case, a simple list may suffice.
Values can be expressed externally to invite connection, and build loyalty, credibility, and trust. In this case, a marketing strategy, carefully crafted messaging, and a design concept might be appropriate.
Either way, we must communicate, telling our story with authenticity, clarity, and distinction. And we must walk that talk, embodying our values with consistency in EVERYTHING we do, because, as we know:
Actions speak louder than words.
Communication By Design Values • In Process
Creativity
imagination • vision • curiosity • design • transformation
Entrepreneurity
action • opportunity • resilience • initiative • courage
Purpose
service • potential • responsibility • sustainability • passion
Communication
simplicity • clarity • transparency • constancy • distinction
Collaboration
network • diversity • integration • synergy • growth
Community
connection • respect • authenticity • generosity • trust
Stay tuned for Steps 5, 6, and 7: Publish • Present, Act • Demonstrate, Be • Connect
This post is an entry in Creative Toolbox • Notes from Drydock where we share sneak peeks from behind the scenes of CXD’s own comprehensive overhaul and ongoing brand refresh.
Note: These behind-the-scenes accountings are meant as examples only. Unique solutions developed for a specific situation, which may not be yours.