Business leaders struggling to capture their company’s vision statement, beliefs and values on paper can learn from how Kansas City-based Hallmark Cards, Inc. has crafted its vision, beliefs and values.
Each is clearly written and easily understood by those both inside and outside the company.
Hallmark’s Vision is:
- We will be the company that creates a more emotionally connected world by making a genuine difference in every life, every day.
The 111-year-old-company’s Beliefs are”
- That our products and services must enrich people’s lives.
- That creativity and quality — in our products, services, and all that we do — are essential to our success.
- That innovation in all areas of our business is essential to attaining and sustaining leadership.
- That the people of Hallmark are our company’s most valuable resource.
- That distinguished financial performance is imperative to accomplish our broader purpose.
- That our private ownership must be preserved.
Also, Hallmark, that employs 13,200 full-time people worldwide (3,700 at its Kansas City headquarters), has these stated Values:
- Excellence in all we do.
- High standards of ethics and integrity.
- Caring and responsible corporate citizenship for Kansas City and for each community in which we operate.
Most important, Hallmark states that its beliefs and values guide its:
- business strategies
- corporate behavior
- relationships with business partners
- each other
Still need another example of how to write your values? Walk into any Whole Foods grocery store in Kansas City and you’ll see that company’s core values proudly presented on a large sign.
Business leaders can learn a lot from the chain’s core values because:
- Its values are what are truly important to Whole Foods.
- The values remain constant and don’t change from time to time, situation to situation or person to person.
- The values clearly set the company’s culture. As Whole Foods explains, their core values are the “soul” of its company.
- The values address the company’s product, customers, vendors, and the communities in which it operates.