Small companies often think they don’t need to bother with things like mission and values – that those are things for large companies. Big mistake.
It’s why our tree service company lost our business.
They were very nice people, dependable and a good price. But they did not communicate guiding values to their employees, and one of them endangered my son’s health. That was a show-stopper.
Here’s what happened.
One lovely spring afternoon, one of the technicians stopped by unexpectedly to spray our fruit trees. The contact allowed them to come without calling first, which normally would not be a problem.
However, this particular day, my teenage son was mowing the lawn, and I was not home. The sprayer set up and went to work while my son was mowing.
The first thing I saw as I drove up my driveway, returning from work, was a cloud of spray being carried by the wind the directly toward my son who was working his way across the other side of the lawn.
Horrified, I jumped out of my car and ran to the man who was spraying.
“Watch out!” I yelled as I ran toward him. “Your spray is blowing on that boy!”
He stopped spraying as I approached him and smiled at me patiently. “I know,” he replied in a reassuring voice. “I asked him, and he said he didn’t mind.”
The boy didn’t mind. But his mother sure did!
Who did I hold responsible? The tree service company. It’s their job to set standards for their employees.
What was the problem? Lack of clear company values.
Values are guiding principles that provide broad guidelines on how to behave on a day-to-day basis. And because the company hadn’t articulated clear values, their employees were left to their own devices to determine which values should guide them.
The very nice gentleman spraying my son with chemicals was guided by a value of courtesy. He had quite nicely asked my son whether he minded, and he was as nice as could be when he explained to me that there was no problem.
It was a business imperative …and they failed.
If my tree service company had articulated a value around environmental safety, the sprayer certainly wouldn’t have sprayed while the wind carried the mist onto a young man who was mowing the lawn. Moreso, he might have knocked on my door when he arrived and suggested that I shut my windows. And he might have noticed there were children’s toys in the yard and moved them before he sprayed.
Did I complain to the company? I explained to them why I was quitting them, but I did not care about their excuses. My concern was that if this employee was clueless about guiding values, other employees would also be. And who knows what mistakes the next employee might make.
We hear a lot about the importance of values for large companies, but small companies need clear values, too. If this company had identified and clearly communicated their values, they wouldn’t have lost me as a customer (or the neighbors I told this story to).
Tips to identify your values.
- Choose the values needed to support the purpose of your team or company. For example, a news service would need values like fast and accurate to support their purpose. A theme park would need values like safety and fun. An accounting service would need values like error-free and reliable.
- Don’t assume that any values are understood. If a value like ethics or integrity is important, it needs to be listed.
- Identify the top 3 to 5 key values. It’s too difficult to remember a laundry list.
- Describe values in terms of behavior – a single word can mean different things to different people.
- Involve employees in identifying the values. They will understand them better and will have greater commitment to them.
- Keep your values alive. Put processes in place to get feedback on whether they are being lived. As a leader, model the values consistently. People watch what you do more closely than they listen to what you say.