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FROM: SEP-OCT 2008 ISSUE | BY MARK WARDELL
I’m trying to help my client build a more valuable business. It seems many of the obstacles preventing his profitability are related internally to lack of corporate direction. His team doesn’t seem to be united in achieving the company goals. What can I do to help him address these barriers?
Culture (aka corporate identity) is one of the most significant elements impacting the growth of a business. To develop a culture that will facilitate business growth, you need to help your client understand the following:
- His corporate values and objectives
- How to recognize and recruit a team that shares those values
- How to implement systems to perpetuate an optimal culture
This is no small undertaking. However, you can rest assured the time your client spends addressing these factors now will translate into increased profits in the future.
To help your client understand and, if necessary, reposition his corporate values and objectives, ask him to create a document that describes, as explicitly as possible, what his company is all about. For example, is his company fun, outgoing, young, and energetic, or is it more detail-oriented, serious, and task focused? Does his company encourage flexible hours, or strict punctuality? Is his staff typically more free-spirited and creative, or detail-oriented and linear thinking? What is the feeling when people walk into the office?
It’s critical that your client develop a clear understanding of his corporate culture, or the culture he wants to move towards. This will ensure that as he develops his ideal team he doesn’t waste time working with people who don’t fit in.
One key question your client should ask himself is: Does this workplace offer people the opportunity to grow? Your client should understand that it’s up to him as the owner to give his people a reason to go to work on Monday morning, other than to collect a paycheque. If his team isn’t currently working in the same direction, as you’ve indicated, he likely needs to consider implementing strategies and systems that will foster a more inspired atmosphere.
One strategy I recommend is the “teaching organization.” Coined by Dr. Anthony Williams, VP corporate learning for Coast Capital Savings, “a teaching organization” is one in which people are encouraged not only to learn from each other, but to play an active role in educating, supporting, and helping each other improve as well. A teaching environment fosters a culture where everyone is inspired to look for opportunities to make things better.
For example, at Wardell, we have weekly meetings where everyone is responsible for teaching something to everyone else. Usually it’s on a topic to do with business, but sometimes it’s something on a personal level that everyone can learn from. When we leave the meeting, everyone has contributed something of value to the company and to each other.
It will take some work, but by pointing your client in the direction of concertedly and systematically developing his culture, you can help him build a workplace environment that will lead his business into a much more profitable future.
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