When you review your company’s performance, do you benchmark it to your company’s values? That is, have you created evaluation “measuring sticks” from your mission statement and overall company philosophy that allow you and your leadership team to effectively evaluate “gaps” in your performance and to appropriately communicate your successes?
Most companies create benchmarks that facilitate the assessment of their performance in relation to their direct competitors. For example, if a company seeks to improve customer service, it may adopt the world-class standards of Southwest Airlines as a guideline to evaluate and to improve its own customer relations. A company may also set additional benchmarks if the company seeks a leadership position in a particular area of performance.
However, if you do not already use your company’s values, formally communicated in your mission statement, as an evaluation measuring stick for performance, I encourage you to explore the benefits. First of all, the development of a strategy of performance around your values is an effective way to focus on both the areas that need improvement and the areas that already represent success for your organization. As well, your efforts to focus on your company’s values will infuse all stakeholder communications with a consistency that further enhances the credibility of your brand.