Values. We all have them, but what weight should they carry when you are building a business?

Values are defined as the fundamental beliefs that govern our lives. In an article on author and coach, Tony Robbins website, it is stated that our values “inspire how we act and speak. They guide our decisions about everything from career to personal growth. They embody the person we want to be, influencing how we treat others and how we interact with the world. To state it plainly, values are the core of who we are.”

In this TED talk with Jan Stassen (co-founder of the Museum of Values and CEO of the cocreation.loft) they are simply defined as “carriers of meaning.”

These days most brands and businesses proudly and loudly proclaim their values to the community, as more and more people shop with their values in mind. Where you spend your hard earned coin is power – and people are waking up to this fact as discussions of political boycotts and climate change dominate the media.

Square Holes has our own set of core values that we use to dictate how we work together as a team, the standard of results we expect for our clients, and the type of businesses we want to attract. They are:

Impact – We inspire better

We commit to being diligent in our work, demonstrating thoroughness, attention to detail, and a strong work ethic to deliver high-quality results.

We strive to be persuasive in our interactions, using effective communication skills and evidence-based reasoning to influence positive change and outcomes.

We bring positive energy to our work, maintaining enthusiasm, motivation, and a proactive approach to tackling challenges and delivering exceptional results.

Nurture – We grow together

We value collaboration and teamwork, fostering an inclusive and supportive environment where diverse perspectives are encouraged, and collective success.

We are dedicated to mastery in our field, continuously honing our skills, expanding our knowledge, and leveraging our expertise to provide exceptional solutions and insights.

We promote candour and transparency, fostering a culture of mutual care and trust, open and honest communication, where constructive feedback is valued and contributes to personal and professional growth.

Curiosity – We learn forever

We embrace open-mindedness, valuing different perspectives, ideas, and approaches, fostering a culture of innovation and creativity in problem-solving.

We approach our work with an analytical mindset, leveraging data, research, and critical thinking to drive evidence-based insights and informed decision-making.

We nurture and celebrate creativity, encouraging unconventional thinking, innovative solutions, and exploration of new ideas to deliver impactful results.

These core values underpin every project we undertake, and also guide us in attracting and maintaining the client relationships that we feel align with these values.

If you see yourself in these and have a project you would like some insight into please contact us here.

But why is having values as a brand or business important? In short, your core values help you to work towards long-term success, sustainability, and differentiation in the marketplace. Here’s why values are valuable:

1. Guides Decision-Making

• Consistency and Clarity: Values act as a compass for making decisions at all levels of the organisation. They provide a clear framework that helps ensure consistency in actions and decisions, aligning them with the company’s core principles.

2. Builds Trust and Credibility

• Reputation and Reliability: A company with strong, well-communicated values builds trust with its stakeholders, including customers, employees, and partners. When actions consistently reflect stated values, it enhances the brand’s credibility and reputation.

3. Attracts and Retains Talent

• Cultural Fit and Employee Engagement: Employees are more likely to be attracted to and stay with a company whose values align with their own. This alignment leads to higher engagement, job satisfaction, and loyalty, reducing turnover and fostering a positive workplace culture.

4. Differentiates the Brand

• Market Positioning: Values help differentiate a brand in a crowded market. They provide a unique identity that can set the brand apart from competitors, resonating with customers who share similar values or appreciate the brand’s stance.

5. Enhances Customer Loyalty

• Emotional Connection: Customers are more likely to develop loyalty to a brand that stands for something they believe in. When customers feel an emotional connection to the brand’s values, they are more likely to be repeat buyers and advocates for the brand.

6. Drives Long-Term Success

• Sustainable Growth: Companies with strong values are often better positioned for long-term success because they prioritise ethical practices, social responsibility, and stakeholder relationships. These factors contribute to sustainability and resilience in changing market conditions.

7. Improves Brand Communication

• Clear Messaging: Values provide a foundation for clear, consistent messaging across all communication channels. This clarity strengthens brand identity and helps ensure that all stakeholders understand and resonate with the brand’s message.

8. Fosters Innovation and Growth

• Purpose-Driven Innovation: Values can drive innovation by encouraging a culture that prioritises meaningful, purpose-driven work. When innovation aligns with core values, it is more likely to be impactful and well-received by the market.

9. Strengthens Relationships with Stakeholders

• Community and Partnerships: Strong values help build and maintain positive relationships with all stakeholders, including customers, employees, suppliers, and the community. These relationships are crucial for long-term business success.

10. Navigates Challenges and Crises

• Resilience and Integrity: In times of crisis or challenge, values serve as a foundation for making difficult decisions. Companies that adhere to their values, even under pressure, maintain their integrity and can often emerge stronger.

Having values as a business or brand is not just about ethical considerations—it’s a strategic asset that influences every aspect of the business, from internal culture to external reputation, driving sustainable success and creating a positive impact on all stakeholders.

James Kerr’s Legacy: What the All Blacks Can Teach Us About the Business of Life is a book that delves into the culture and principles behind the success of the New Zealand All Blacks, one of the most successful sports teams in history. One of their key tenets is “leave the jersey in a better place”. The team see themselves as custodians of a legacy, aiming to leave the team and the jersey in a better condition for future generations.

We adopt this same outlook for every project that we take on, in that our work is to come into your business and provide insights that help you to grow and innovate – strengthening your legacy. In that sense our legacy is entwined with every client we have. We are only as strong as the service we provide to our clients.