Having worked with hundreds of mid-market and Fortune 1000 B2B companies for almost two decades we’ve seen our share of corporate cultures.
Based on this hands-on experience, we have come to the conclusion that culture truly is the byproduct of your story and strategy in action.
So, the real question is, what is the state of your go-to-market story and strategy?
Your story frames the mindset and belief system in your culture.
When employees have a deep understanding of what your company stands for, what it does and how it creates value for customers, their purpose becomes clear. They feel more connected. They believe what they do matters. Clarity of purpose is a powerful motivator. And, it’s born from a clear, compelling and consistent corporate story that aligns with your go-to-market strategy.
Your strategy drives behaviors and actions in your culture.
When leaders and team members across the organization understand how the strategy connects with the story, congruent actions and decisions unfold. Your company’s vision, mission and values go beyond words on paper and take on a life of their own. Employees see how strategic decisions, investments and initiatives connect with the story. They understand how their marching orders align with the bigger picture. For this to happen, leaders must ensure the story and strategy are consistent and omnipresent.
Business leaders today must acknowledge that their company’s story and strategy play a significant role in the type of culture that takes root inside the business.
Here are the questions every C-suite executive and business leader must ask and answer:
Do my employees understand the company’s story?
- Our company’s purpose?
- How we want to be positioned in the market?
- Who we are?
- What we do?
- The value we deliver?
- What makes us different in the market?
Do my employees understand the company’s strategy?
- Pillars of our go-to-market strategy?
- Customer needs and desires?
- Promise to customers?
Based on our extensive experience, we found that executive teams that can answer these questions with a resounding “yes” will most likely have high-performing cultures. Executives who answer “no” or don’t really know the answers should take a hard look at the role their company’s story and strategy play in their business.
Clarity and connectivity are the keys to a winning culture.
When your story and strategy are clearly defined and documented … and fully immersed in your company’s culture, magic happens.
As the research from Duke University states …
“An effective culture is like an invisible hand at work inside of each of the employees that helps to guide their decisions and judgments in a way that the overall corporation would desire it to be.”
So, don’t forget culture is formed when consistent words and actions, aligned with your corporate story and strategy, are consistently on display.
Does this happen in your organization today?