Define Your Values And Beliefs As An Organisation
Many organisations have a dusty document somewhere defining what their values and beliefs are, but very few have made these meaningful and core to how they actually behave. Until this happens, values and beliefs remain internal, and consumers will have no basis for a relationship.
A great example of an organisation that has understood and externalised its core values and beliefs is Irish bookmaker Paddy Power. Its “mischievous irreverence” is at the heart of everything it does, from communications to recruiting. Its first interview question is “how weird are you?”