The Fourth Dimension of Core Values

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Core values became all the rage in the early ’90s when businesses boomed and corporations grew exponentially.  As sales increased, workforces grew, requiring a company culture that served both the people who made up the organization as well as the brand itself. 

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What’s important is that core values are not simply displayed on an office wall or printed on a company’s letterhead but, instead, put into action.  Now more than ever, given the global pandemic and the civil unrest in the United States, core values have been put to a test. 

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Similar to how a person’s character becomes obvious during difficult times, a company’s true culture becomes evident when it's been put under pressure.  For instance, if an organization’s core values include compassion but the health and wellness of the employees are not considered, is there a disconnect?

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Our core values are not just words on the wall, they are foundational attributes of how we run the company.  Actually, my business partner and I hire, fire, and promote based on our core values.  We meet with our team annually to review them and make sure that they are in line with the way the company operates.  We determine whether they illustrate who we are and how we want to show up for our vendors, new hires, and clients. Daily, we gather as a team in a 5-minute huddle session to acknowledge someone who has exemplified our core values in the past 24 hours.  Curious about what our core values are?  Let me share them with you:

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In your interactions with the JTI team, do you believe we embody these attributes?  I’d love to hear that feedback from you!

 
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