In this series of blog posts titled, “They Don’t Build Monuments Honoring Managers,” I will be documenting and sharing my thoughts about the eight traits found in great LEADERS. While understanding that leadership styles may vary, the successful, truly transformational managers I have encountered in my 30+ years in business exhibit these eight traits.

Trait 2: A Great Leader Creates Value through Values

Educate through instilling core values and leveraging them to create value.

Value has two core meanings – and great leaders leverage one to gain the other.

First, a value is simply something we believe in, something we hold in our core. Collectively, these beliefs become our values. A leader molds and instills a desirable set of values within those around him, and if done correctly, those around him will spread those values throughout the organization. These values may include work values, character values, and personal values. A common definition is “a person’s principals or standards of behavior, one’s judgement of what is important in life.” These values set the tone for how work is accomplished and how we live and interact with our co-workers and customers. These values after leadership development training, become a part of the individual and company DNA.

Some would say that a leader cannot affect the values of the employees. Some would argue that these ingrained fundamental beliefs cannot be changed. I would argue that great leaders can shape our values by providing focus on what they deem most important and explaining why not representing those values creates a negative for the employee and the company.

As an example, I worked at a company that truly cared about, and honestly hung their hat on, customer service. The products were quite good, but deep down they cared more about taking care of the customers they had than they cared about rapid growth that could have – and likely would have – come at the cost of excellent customer service. That does not mean the company cared nothing about growth. Creating growth is important but much of the company’s growth came from within a highly loyal customer base. They were able to grow that revenue stream because they continually focused on service while innovating and creating new products to meet the needs of this existing customer base; a base that knew they would always receive excellent service.

Those values, cultivated decades ago, were passed down through the company leaders over the years. Past leaders in the company embraced that dedication to service. Today’s leaders realize that customer service is the biggest reason for 80+ years of success. They still embrace and help spread the mantra of customer service.

When a new employee is hired, it is drilled into them that customer service is number one. Number two, is “see number one.” Every action is analyzed through the lens of, “is that good for the customer?” Over time, it gets in one’s bones. One starts to feel it. One starts to live it. It becomes part of the employee’s culture, their own personal value set, their work DNA so to speak. Bottom line, values can be taught, and great leaders make sure that everyone shares core company values. I no longer work at that company, but that core value of service is still ingrained in me, and I have brought it to my new company.

Rewards among employees by focusing on shared values.

Value also comes in the form of worth. For most companies it is a measure of monetary value but for churches or universities, for example, value may be measured in trust and loyalty instead of dollars.

It is important to grow the monetary worth of a company so that investments can be made in people, technology, and other resources that drive efficiency. Increased revenue and profit also translate into profits and dividends for stockholders. Many people have used the quote from author William S. Burroughs, “When you stop growing, you start dying.” Businesses and people who do not consistently work to create greater value soon find themselves left behind. If we are not moving forward while the rest of the world is, we are losing ground. This is similar to the phrase that one cannot “rest on one’s laurels.” In other words, what we did in the past will not carry us into the future. Great leaders know that we must continue to invest in better products, better processes, and a better workforce. These things create value, and therefore create growth and success opportunities.

Culture by aligning company values with personal values.

The bottom line is this; great leaders create value, but value is created not just in the products sold, it is created through employees who understand what the company stands for. If every employee is not focused on the company’s core values, the products and the customer’s view of the company will eventually dim.

As a leader, are you defining the values of the company and instilling those values in the people? Are you teaching them to care about and focus on the right things? Company and individual values do not define how work gets done, but it determines where one should focus their attention and to some degree it determines the order of work. Great leaders understand and define the company’s values, they instill those values in the workforce, which translates to growth in the value of the company and its products.

So, think about it. As a leader, what can you change today to instill the proper values in your employees and your company? It may take some time to educate your employees if this focus is not already there, but through consistent and persistent messaging and expectations, it can and will be accomplished. If you don’t know what your company values are, contact a coach or consultant to help you with leadership development training, then lead your team toward embracing and living out those values.

Creates Value through Values is the second of eight traits in the series and over the next several weeks, I will touch on each of those eight traits. As a preview, “A Leader Focuses on the People” will be the third trait in the series. Please follow RWSmith Education, Training, and Consulting on LinkedIn (www.linkedin.com/company/87207378/) and Facebook (www.facebook.com/rwsmithetc) for a link to each post. Or one may visitwww.rwsmithetc.com/blog to catch up on past posts. Appropriate comments are encouraged and please follow us, comment on, and “like” these social media posts if you find them valuable. Finally, forward this to your friends… or maybe your manager.