Written by Catherine L.
A couple of weeks ago, INSHUR’s breakfast event in celebration of March’s Spring Forward Festival became an online webinar. While we didn’t get to enjoy croissants and coffee together, we were able to fulfil the true purpose of the event, which was to talk about company values: what they mean, how we define them and how we can bring them to life.
Now more than ever, brands should be stepping up to make good on what they say their values and culture are all about – especially in the ways we protect our team members and our customers.
Often, values can be no more than words put up on the wall with the best of intentions, but don’t run any deeper than that when real decisions are made. I joined INSHUR in December 2019 and was impressed immediately by how well the company’s newly defined values were being communicated and integrated into the business.
So, I brought together two members of the INSHUR team who have been instrumental in making that happen to talk about the process and share learnings: Tina Phillips – VP of People, Talent & Culture, and Paul Doran – VP of Sales & Marketing.
In this write up, I’ll share some of the key takeaways. Firstly, here are INSHUR’s values:
We are helpful and grounded
We are brave and innovative
We are always learning
We enjoy the ride
We deliver
Values are anchors that inform everything we do as a business – how we behave, act, and make decisions.
“Values are what happen when no-one is looking.” – Tina
They are not too different to personal values in many ways and are often informally defined by those of the founders and early employees. But as a company grows, they should be codified.
Values can be used to not only reflect how things are, but also how we want things to be in the future. This includes how we decide who to hire. Values should be used as a specific criteria to measure in the interviewing process when screening for cultural fit.
“Increasingly, people don’t come to work only to make money.” – Paul
Going back to the industrial revolution, it was the common belief that people will only do things for money. In modern times, we know that often people don’t only work for that reason. Of course, remuneration is important, but we are increasingly looking for fulfilment and something deeper in our jobs and values can help us to steer our everyday interactions down that path.
At INSHUR, our values came to life at a two day offsite with the leadership team and, crucially, led by an external facilitator and trained coach.
“Work with an external facilitator to create your values. Someone who isn’t vested in the outcome and can take away the emotion is essential.” – Tina
Especially for founders, there’s a huge amount of emotional investment when it comes to values and culture, so having a facilitator there will guide the discussion and keep it productive.
The process to create INSHUR’s values went as follows:
These should then be shared with the whole company in an open forum such as an All Hands meeting, followed up with a survey to ensure the defined values sit well with the whole team.
This approach is recommended over attempting to thrash out values over a couple of hours, which can often lead to a lack of overall buy-in.
At INSHUR we’ve gone from 10 to 60 employees in a year, so recognise well the challenges fast growth can bring. Here are some of the ways we’ve integrated values into everyday life:
Thanks for reading and I hope you have found this write-up useful. I’d love to hear your ideas on how else values can be made more meaningful, or examples of other brands that are really getting it right. Please do share in the comments!