The Smart Communications Podcast: Episode 178 - How Can Values Strengthen Your Organization?

Released on January 22, 2025

Host: Big Duck
Hosts: Brenda Perez and Claire Taylor Hanson

Introduction

In Episode 178 of The Smart Communications Podcast, hosts Brenda Perez and Claire Taylor Hanson delve into the pivotal role that organizational values play in strengthening nonprofits and other entities. This episode, titled "How Can Values Strengthen Your Organization?" offers a comprehensive exploration of crafting and implementing value statements to build a cohesive and motivated organizational identity.

The Importance of Organizational Values

Brenda Perez opens the discussion by emphasizing the dual utility of values statements. She states, “Values can be used internally and externally to define who you are and clarify what you stand for and how you do it” (00:52). This underscores the foundational role that values play not only in shaping internal culture but also in communicating the organization's ethos to external stakeholders.

Claire Taylor Hanson echoes this sentiment, highlighting how values serve as guiding principles that steer organizational behavior and decision-making. By solidifying what an organization stands for, values provide a clear framework that aligns team efforts towards common goals.

When to Update Organizational Values

A critical moment for redefining values often coincides with significant organizational changes. Claire explains, “We just had a major pivotal life moment in our history as an organization... we were really taking on a new phase of life” (02:38). For Big Duck, transitioning into a worker-owned cooperative prompted a reevaluation of their values to reflect their new structure and team dynamics.

Brenda adds that organizational shifts such as new leadership, strategic planning phases, or entering a new chapter are opportune times to reassess and update values. She advises organizations to remain vigilant and responsive to internal and external changes, ensuring that their values remain relevant and representative.

Process of Crafting Values

The process of developing value statements is collaborative and iterative. Brenda outlines the importance of mapping out engagement points with various stakeholders, including staff, board members, and external partners:

“It had like engagement points that were mapped out with the staff, with worker owners and with the board” (02:06). This structured approach ensures that diverse perspectives are incorporated, fostering a sense of ownership and commitment across the organization.

Claire emphasizes the value of creative workshops and activities in this process, suggesting that such sessions can serve as both a team-building exercise and a platform for generating authentic input:

“...it can be a really fun team building experience for folks. There's a lot of fun workshops, exercises, activities that can be done” (06:23).

Engaging Stakeholders

Engaging stakeholders is paramount in crafting meaningful values. Brenda advises conducting surveys or assessments to gather input from those most impacted by the organization’s work:

“... there was like a fun team bonding experience that we collaborated on and there was a good flow of back and forth” (04:01). This collaborative spirit not only enhances the quality of the values but also ensures broad-based support and alignment.

Claire highlights the necessity of transparency throughout the process to maintain authenticity:

“... having authenticity input is possible and valuable and will result in an outcome that's reflective of the team” (07:24). Sharing feedback and being open to adjustments fosters trust and ensures that the final values genuinely represent the collective vision.

Refining and Articulating Values

Once initial ideas are gathered, refining and articulating them into clear, motivating statements is essential. Claire shares her experience with drafting multiple iterations to achieve resonance and impact:

“...it was really long and they were very boring and they were not very emotional or motivating” (13:14). Through subsequent rounds, they distilled the values to capture the core essence without diluting their intended meaning.

Brenda underscores the importance of flexibility and iterative feedback:

“So, Brenda Perez: How many drafts would you say?... They should be perfect the first time, you know, but that's never the case” (13:05).

The goal is to balance comprehensiveness with conciseness, ensuring that values are both meaningful and easily communicable.

Implementing Values Internally and Externally

Once crafted, values must be woven into the fabric of the organization. Brenda discusses various applications:

• Onboarding and Hiring: Integrating values into the recruitment process to ensure new members align with the organizational ethos.

• Project Alignment: Utilizing values to guide project decisions and maintain consistency in outcomes.

• Conflict Resolution: Referencing values to navigate disputes and maintain a forward-looking, growth-oriented mindset.

Additionally, Claire points out the potential for external applications:

“You can put them on your website... showcase who you are and who you stand for to your community” (17:09). Displaying values publicly can attract like-minded partners and supporters, reinforcing the organization’s brand and mission.

Benefits of Well-Crafted Values

The articulation and implementation of clear values yield numerous benefits:

• Enhanced Culture: Values serve as a cultural anchor, fostering a unified and motivated team.

• Guided Decision-Making: They provide a clear framework for making consistent and aligned choices.

• External Recognition: Values communicate the organization's priorities and principles to stakeholders, enhancing reputation and trust.

Brenda reflects on how values have empowered Big Duck to adapt and stay true to their mission:

“When there's something in our process fits like okay but not awesome. We are able to lean into our values to be like, hey, let's make this adjustment, you know” (14:45).

Conclusion

Episode 178 of The Smart Communications Podcast offers invaluable insights into the strategic development and application of organizational values. Through the experiences of Brenda Perez and Claire Taylor Hanson, listeners gain a comprehensive understanding of how values can define identity, guide behavior, and foster a cohesive, motivated team.

By advocating for a collaborative, transparent, and iterative process, the hosts provide a blueprint for organizations seeking to harness the power of values to advance their missions and strengthen their impact.

Notable Quotes

• Brenda Perez (00:52): “Values can be used internally and externally to define who you are and clarify what you stand for and how you do it.”

• Claire Taylor Hanson (06:23): “It can be a really fun team building experience for folks. There's a lot of fun workshops, exercises, activities that can be done.”

• Claire Taylor Hanson (13:14): “...it was really long and they were very boring and they were not very emotional or motivating.”

• Brenda Perez (14:45): “We are able to lean into our values to be like, hey, let's make this adjustment, you know.”

• Claire Taylor Hanson (17:09): “You can put them on your website... showcase who you are and who you stand for to your community.”

Resources Mentioned

• ICEA Group’s Cooperative Principles: For organizations interested in cooperative governance, the ICEA Group provides detailed guidelines and principles [website link].

• Case Study with Keshet: An example of effective value crafting starting with leading words like justice and pride [Podcast Notes Link].

For more insights and practical tips on nonprofit communications, visit Big Duck or contact them at hello@bigduck.com.