values people can actually use.

Mission, vision and values were meant to be a force for good. Too often they’ve become corporate language that staff ignore. That’s a shame, because values that people believe in are one of the most powerful things an organisation can have.

start with why

My approach is based on Simon Sinek’s thinking. He draws three circles: “why” in the middle, then “how”, then “what” on the outside. Most organisations talk about what they do. The ones that inspire start with why they do it.

• Why: the reason you exist, beyond the courses you run or the results you get.
• How: the way you do things that makes you different.
• What: what you offer.

“Why, how, what” is more accessible than “mission, vision and values”, and it’s easier for everyone to talk about.

find them together

Values that are handed down rarely stick. Values found through conversations and research with staff, students and partners do. For Northampton College, research-led values were written into the college strategy itself.

put them to work

• Use them to make decisions: does this fit who we are?
• Use them in recruitment, so you attract people who share them.
• Use them in your marketing, as authentic themes rather than slogans.

When staff can see the “why” that connects them to the organisation, motivation and retention follow. And when your audiences can see it too, your marketing has something real to say.