The Strategic Advantage You Might Be Overlooking
For MDs and CEOs, growth is always on the agenda. But what if your values could accelerate it?
In conversations with senior leaders, one theme consistently emerges: the tension between driving growth and investing in culture.
But here’s the truth — values aren’t a distraction from growth. They’re a driver of it.
Your business already operates through a set of values. Whether consciously defined or not, they shape how decisions are made, how people behave, and how strategy is executed.
So the real question isn’t if values are influencing outcomes — it’s how well aligned those values are across your leadership team and organisation.
Values in action
Let’s explore how values-led decision-making plays out in the real world — across both global brands and local businesses.
Big Brands, Bold Moves
- Patagonia voluntarily withdrew a profitable product that didn’t meet its environmental standards. This wasn’t a PR move — it was a direct reflection of their core value: Protect our home planet.
- Airbnb offered free housing to 100,000 refugees fleeing Ukraine, coordinated with governments and supported by over 28,000 hosts. This embodied their value of belonging anywhere.
- Salesforce began its pay equity journey in 2015, investing millions to close internal gaps. This wasn’t just policy — it was a commitment to equality.
Small Businesses, Big Impact
- In Bristol, UK, independent coffee shops source only fair-trade beans, absorbing higher costs to uphold values of ethical sourcing and community impact.
- Backstory Books in Portland hosts LGBTQ+ author nights and inclusive story hours — not for trend, but to live their values of representation and belonging.
- Plantisserie, a vegan bakery in Manchester, redesigned its packaging to be fully compostable and biodegradable. This decision, driven by sustainability, required supplier changes and cost absorption — but they did it anyway.
Culture isn’t a “nice to have”. It’s a strategic asset
Values aren’t wall art. They’re a GPS.
When values are clearly defined and consistently applied, they become a decision-making compass. They guide behaviour, shape culture, and drive strategy — from the boardroom to the shop floor.
For MDs and CEOs, this means:
- Faster, values-aligned decisions
- Stronger team cohesion and accountability
- A culture that supports — not resists — strategic growth
- A brand that attracts aligned talent and customers
The pertinent questions
If you’re scaling your business, ask yourself:
- Are our values clearly defined and understood across the team?
- Are they guiding decisions at every level?
- Is our culture designed to support the growth we want?
Culture and strategy aren’t separate conversations. They’re two sides of the same coin.
Let’s make sure your values are working as hard as your strategy.