I write and speak a lot about the importance of having strong corporate values. I believe when a company is truly leading by its values, there is only one boss—the values.

In light of this, I challenge you to think about something:  Are you truly leading by your values?

Now, don’t worry, I’m not underestimating your own personal importance as a leader in an organization. I’m asking you to consider whether your organization’s values are ingrained in such a way that they provide guidelines for daily communication, decision making, and problem solving. Do your people use the values consistently to make decisions for the good of the whole organization instead of for one department or individual? Do your people participate in valuable, honest discussions because they know they are operating in a safe environment? Do your people take pride not only in the organization as a whole, but also in their role in the company? Do your people consider the company values to be actual rules of operation, not just suggestions?

One way to ensure that your core values serve your organization well is to communicate them to people clearly and constantly. We recently revised our values at The Ken Blanchard Companies in a collaborative process that invited participation from every person. The values were defined, approved, and announced at an all company meeting.  A dedicated team developed a plan to roll out the values to our people over a period of several months by focusing on one value each month. This helped everyone develop a deeper understanding of each value so that they were able to incorporate the behaviors of the values into their daily actions.

The team used standard communication methods such as creating posters for office walls, plaques for every person’s desk, a document that listed each value along with examples of congruent and incongruent behaviors, and a Facebook group. But they didn’t stop there—they took the launch much further. For example, one of our values is Focus and Clarity. The team arranged for all-company webinars that detailed how to set clear goals and focus on goal achievement.  Then they held an activity where people could learn archery. Believe me, when you are aiming an arrow at a target, you experience the importance of focus and clarity! Each month, creative activities like these have provided a different way for people to embed the respective value into their own belief system.

I encourage you to consider how your company values are communicated to your people. Are they buried away in a manual—or are they a part of everyday conversations, decision making, problem solving, and planning? Leading by values means stating and restating your organization’s values until they become second nature. This creates a secure, nurturing work environment where people thrive—and where values rule.