Your values aren’t just fluff (let me tell you why)
Let me make a statistical case for caring about values…shocking coming from the very non-stats-person I am, right? But hear me out if you think values are just fluff or the icing you can scrape off your proverbial brand cake. (Or if you know in your gut that your values matter and you want some external validation as to why!)
The data shows that:
“88% of customers say that authenticity is important when deciding what brands to like and support.” But “57% of customers think that half the content companies create is not actually authentic.”
Meanwhile, “it takes just 0.05 seconds for people to form an opinion about your website” and 46% of U.S. consumers are willing to pay more for a brand they trust.
And this is research done for big brands. Imagine how much MORE your values and you ability to connect on a human level matters to you and your small business. Especially as a direct service provider or coach or personal brand.
So, how do we build trust? (Not only with our customers and partners, but in ourselves too?)
By showing up consistently and in alignment with our values.
By standing for something in order to stand out.
And by having a hill to die—and thrive—on.
And how do we make these values known to others? The first step is to get really clear for ourselves (and our team if we have one).
I advocate for a 3-step process, to use either initially, or as you’re re-evaluating anytime throughout the year or with a big pivot in your business.
1️⃣ Establish
Of the million-and-1 things you care about as a multi-faceted human, figure out the 3-5 concepts that are most important in how you want to run your business. Think of big umbrella terms that encompass lots of nuances.
Like for me, my value of exploration covers a more general idea of “freedom,” the ability to experiment, a spirit of openness, and more.
2️⃣ Define
When you land on 3-5 values you feel really good about, it’s super important to define what they mean to you specifically. This makes all the difference in aligning your business, your vision, and your audience with these values.
So again, in my business, I define my value of conscientiousness as “bringing empathy and awareness to my life and work.” You might value being conscientious too, but it could manifest completely differently.
3️⃣ Apply
While it’s useful to establish and define your values, all the magic truly happens when you start actively applying them and making tangible decisions around them.
Like when I took a good hard look at my value of contribution and decided that I’d feel SO much more aligned if I swapped out my 1% for the Planet membership with a much more intentional (another one of my values…) and personal scholarship fund. (Psst: scholarship applications are open on a rolling basis. Recipients are chosen quarterly!)
Ultimately, your values are your how.
They’re how you show up and how you make decisions. (Including how you spend and attract money.)
They’re how you feel about your business and how you make others feel.
And they’re how you become known.
So, let’s chat if:
✔︎ you agree that values matter
✔︎ you want to make moves to create real connections with real humans based on your shared values
✔︎ you know you’ll get a heck-of-a-lot further talking through all the ideas in your head, rather than mulling over them (or pushing them to tomorrow’s to do list in perpetuity) all on your own.
We can hop on a Quick Win Consulting Call to start brainstorming, strategizing, action planning, and everything in between.
This is an excerpt from Toward Purpose & Progress, my newsletter where I share business tips, good news, shoutouts to Founder Friends, and other juicy snippets. Subscribe here for more rants, reflections, and resources.
