Corporate values have become a ubiquitous part of the business world. From giant conglomerates to tech startups, every company seems to have a set of values they display proudly on their website and plaster all over their marketing materials.
YIKES. They must be important. But what makes these words and phrases more than just a bunch of buzzwords? Are corporate values really a reflection of the company’s ethos and beliefs or are they just another way to market the brand?
The Problem With Generic Corporate Values
At first glance, the idea of corporate values seems like an irresistible one. They provide a decent framework for how employees should act and what they should prioritise. Common values often include qualities such as honesty, integrity and professionalism. But wait. Aren’t these all notable qualities that should be upheld in any workplace, regardless of your ‘values’?
The truth is, values like this are often so damn vague and generic that they lack any real meaning. They become empty platitudes that are repeated over and over again without any real substance behind them. Think about it. Do you need to see ‘honesty’ written on a wall in a tonal grey, uber modern, sans serif font to remind you not to lie today? Probably not.
In reality, values of this nature (honesty, integrity etc) shouldn’t be something that companies aspire to. They should be a given. They should be the baseline standard for how everyone behaves in the workplace. Yet, companies still feel the need to trumpet these values as if they are some sort of revolutionary idea.
Very Valuable Values or Jaunty Jargon
Unfortunately, corporate values are often little more than a marketing gimmick. They are designed to make companies look good and to appeal to customers who want to do business with ethical and socially responsible organisations. But when push comes to shove, how many companies can live up to the values they espouse?
The problem is most values do not translate to real-world actions. Companies may claim to value diversity and inclusivity, but how many actually take concrete steps to ensure that their workforce reflects the wider community they supposedly care so much about? Companies may talk about innovation and disruption, but who is willing to take the risks and embrace new concepts and ideas?
A Closer Look at Aventum Values
Let’s not beat around the bush here. The Aventum values are:
At first glance, these values can seem like over-inflated, run-of-the-mill corporate jargon. However, on closer inspection, we can see that they are more than just empty slogans. Let’s break them down.
Aventum values are not intended to be aspirational. GASP. Rather, they are designed to reflect who we already are and what we encapsulate. The values serve as a reminder of how we got to where we are today and stand as a guide for how we can continue to move forward. As we embrace these values and embody them in our daily actions, we become a stronger and more cohesive team.
Values as the Foundation of Culture
We do not strive to be all of these things, every minute of every day. That is not a realistic goal and our values are not a veneer. They are deeply ingrained in who we are and what we do. They build the foundation of our culture and provide the basis for our success. From being fiercely loyal to our customers or our relentless curiosity that drives innovation, our deliberately disruptive spirit that challenges the status quo. Think about it. How many insurance companies would put out a post about corporate values?
Embodying Values in Daily Actions
It is important to remember that our values are not necessarily everyone’s values. They are specific to Aventum and reflect our unique identity. However, by understanding and supporting our values, we can bring our own unique perspectives and contributions to the table, further strengthening our collective culture and identity.
Values should not be a box ticking exercise. Values should be the foundation of your organisation’s culture and a base for success. By embracing and embodying these values in our daily actions, we can continue to build a stronger and more resilient organisation. The more we can support these values through our own actions, the stronger we become.
Watch to learn more about Aventum’s values 👇
