Discover Your CORE VALUES ERINBRAFORD

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1 Discover Your

2 Welcome! You are taking an exciting first step toward growing and scaling your business: defining your core values. One of the primary challenges entrepreneurs face as a business grows is making the shift from solo to leader. Leading well starts with a strong foundation of self knowledge and awareness. Your values will help you determine the kind of leader and business you want to be. This workbook is designed to help you get the most out of the video series. Though each video is under two minutes long, it s fair to anticipate minutes for each exercise. That said, this is pretty deep work so it s ok to go at your own pace! Another way to get more out of the course is to share the experience with a friend; you can challenge each other to be clear and intentional in defining what s essential to your businesses. Let s get started! 2

3 Video 1 Intro: Why Core Values? Core Values are the deeply held beliefs or qualities that represent your highest priorities and fundamental driving forces. They are the heart of what you or your organization and its employees stand for in the world. Why it matters to your business? Having a clear set of values makes it easier to make decisions in all facets of your business: Which projects to say yes to Who s a good fit for your organization How to handle tough situations with customers What expectations you ll have for employees How to develop clear and compelling branding and marketing Think about a time you had to make a tough decision for your business. What tools or resources were most helpful? What would have made it easier to decide? A decision that uses the best information you have at the time and also aligns to your values is one you can stand by regardless of the outcome. 3

4 Video 2: Values Brain Dump! We re going to create a giant list of values in the space below. At this stage, try to avoid doing research and focus on thinking through what s important to you in your own words. It may be hard to separate business from personal and that s ok. If you re having trouble, jump to the prompts on page 2! Video 2, continued >> 4

5 Video 2: Brain Dump, Continued Answer the questions below and then add any new ideas back into your list on pg 4. Prompt 1: Think about a peak experience in your business - when all went well and you were at your best! What has happening in the business? What was happening to you? Prompt 2: Think about a time when you were extremely frustrated with someone else s behavior. Which of your rules were being tested or even broken in that scenario? 5

6 Video 3 Organize by Theme Now that you have a big list, it s time to start organizing and grouping ideas by themes. For example, if Do what s right! and Integrity were both on your list, you could combine them into one bucket. Go back to your list and mark it up! You should arrive at 5-10 big summarized ideas. Write those out here

7 Video 4: Prioritize and Reduce This may be one of the hardest parts of the exercise. All of those themes are important to you, but which are ESSENTIAL? Your next task will be to go back to page six and RANK them in order of importance. As you review each theme on your list, ask yourself these two questions: 1. How do I see Theme 1 being true in what I ll expect from my employees (i.e. what behaviors will I expect from them? How will I demonstrate the value to them)? 2. How do I, or will I, demonstrate this value to my customers? What behaviors will align with this value? Notes: Video 4, continued >> 7

8 Video 4: Prioritize and Reduce Done prioritizing? In order for the values to be a useful tool, they have to be memorable and meaningful to you. Not many of us have capacity to readily remember 10+ items on a list. If you re not there already, cut your list down to 4-8 core concepts and rewrite them here:

9 Video 5: Personalize Your Values! Now is the time to get creative! You want these values to be meaningful to you to compel and inspire you at an emotional level. Importantly, you also want to find a way to make them simple enough that future employees can recall and apply them when needed. There are many different formats you can choose as you craft your core value statements. Single words, phrases, or full sentences are all common. Some, like Southwest Air, even take a combo approach (from investors.southwest.com): Live the Southwest Way Warrior Spirit Servant s Heart Fun-LUVing Attitude Work the Southwest Way Safety and Reliability Friendly Customer Service Low Costs Now that you have determined your own key themes it makes sense at this point to seek creative inspiration from a quick Google search. Use the next page to finalize your company s core values! Video 5, continued >> 9

10 Video 5: Personalize Your Values! Continued Finalize your core values here!

11 Well done! Now that you have a documented set of core values you can begin to try them on in the real world! I encourage you to take your list and put it in the places you find yourself making key business decisions. Observe how you process and weigh opportunities with your values clearly in mind. If you d like to talk more about your experience with this mini-course or how to take the next best step to grow your business, head to my website erinbraford.com and schedule a 30-minute consultation. To Your Success! Erin Braford Brand & Business Strategy 11

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