From Values to Actions: Aligning Company Culture with Organizational Goals

Alignment.  It’s a common buzzword in organizations large and small these days and brings to mind things like: 

• Everything working together. 
• Rowing in the same direction. 
• Agreement and Shared Vision. 
• A clear, straight path. 

At its core, we think of alignment as a position of agreement or alliance. Its presence or absence can make or break a business.   

If you are a leader looking to improve alignment across your organization, a tried and true place to start is to clearly define your company’s core values and shared mission.

Why Core Values Matter 

Agreement on the core values of the organization provides a solid foundation for “how we do things around here.” Organizations that are focused and intentional about defining their core values, and reason for being, see many benefits, including: 

• Employees who are more engaged, motivated, and committed to their work.  
• A stronger sense of purpose and a clearer understanding of how individual contributions support the company’s mission. 
• Enhanced collaboration, innovation, and decision-making, which leads to improved business performance. 

Jack Welch said it best, “No company, small or large, can win over the long run without energized employees who believe in the mission and understand how to achieve it.” 

Which brings us to consider two powerful questions: 

• How do we turn those core values into action?  
• And how do we make sure there is alignment between an organization’s goals and it’s company culture? 

Turning Values Into Action 

Chris McGrath of Esteemed, Inc., describes this as how the core values and mission become lived experiences that are reflected in the team and individual goals. “When teams know how their goals align with the company's mission, they'll be more motivated to work towards the mission. Leaders who show company values through actions will see the greatest benefit, as teams reflect those values."

Alignment means that everyone—from current and prospective employees and customers to shareholders—thinks and talks about the company in the same way. It also allows the company culture to provide direction for leaders and their teams, clarifying how to prioritize their time, energy, and resources to achieve their desired goals. 

How Google Does It 

One example of a company that is intentional about alignment is Google. Google’s culture is centered on innovation, collaboration, and openness. Their work environment encourages creativity and the free flow of ideas, which is a non-negotiable for a tech company at the forefront of innovation. 

Google has aligned its culture with its goal to organize the world’s information and make it universally accessible and useful. To achieve this, Google invests in projects that push the boundaries of technology, such as artificial intelligence and cloud computing. Its culture of innovation is directly tied to its goals, and employees are given the freedom and resources to work on projects that could become the next big breakthrough. 

Here are a few ways you can make sure the goals of your organization are aligned with your company culture: 

• Provide forums for listening and discussion: Create spaces where employees can share their thoughts on living the company’s core values and connecting with the mission. Where do employees feel on board, and where do they feel off track or challenged? How do they see their goals aligned with the company’s? Leaders set the tone by actively listening, reflecting thoughtfully, and reiterating values regularly at team meetings and townhall gatherings. Communication is key to a culture where everyone feels aligned and appreciated, and there is honesty and trust.
  
• Establish a clear link between values and goals: Bridge the gap between values and actions. Make clear connections between the company’s values and its strategic goals. For example, if innovation is a core value, set goals related to product development, process improvement, or market expansion that align with this value. This helps employees understand how their daily work contributes to broader business objectives and reinforces the importance of living the company’s values. 
• Create, and commit to, KPIs based on your Shared Mission:  Establish key performance indicators and metrics that link company culture with organizational goals. This makes it easy to measure the link between company culture and organizational goals. Then, reward those who succeed with positive and specific feedback, incentives, and public and private recognition. 
• Lead by example: When core values are actively living in an organization’s halls, not just hanging on the walls, great things begin to happen. As you lead and model the core values, employees see first-hand what is expected in their performance day in and day out as they drive toward goals. And be sure those are the behaviors that are consistently rewarded and recognized within your teams. 

The Power of Alignment 

Ultimately, organizations gain momentum when their employees are aligned—moving together in the same direction toward the same goals.   

As Ken and Scott Blanchard wisely noted, “Connect the dots between individual roles and the goals of the organization. When people see that connection, they get a lot of energy out of work. They feel the importance, dignity, and meaning in their job.” 

Check out our company culture checklist for your organization here.