Core Agency Values - What Are They and Why Are They Important?

Let's begin with the question; why are agency values important? Agency values are important because they will likely determine the success or failure of your agency. Now that gets my attention.

Whenever the success or failure of a business venture rests on one concept, it warrants the time and effort to understand what's behind the question; what focus or concept do we believe will best produce the result we desire. So, one might ask; just exactly what are some agency values.

To begin, Values are what drives effort and effort is what produces results, good or bad. Effort in the wrong places seldom produces the right results. So there are really two things here that are important-Effort and Direction. While both are important, Effort comes first-you gotta have some before you can direct it. Today we are only talking about Effort, Direction is for another day.

An example of how values drive Effort is often and most visibly played out in sales. A lot of sales activity (Effort) often produces more sales but possibly not the right sales (Direction). Now here is the exciting part-You can really, control your effort by choosing the right Values and matching the talent of new hire to those Values. The key here is to understand that people work to satisfy their values, not yours and don't try to put into someone something that is not already there. All that boils down to looking for and hiring people who have values that match the agency needs.

So now it is beginning to get clear. Why do we want to know your agency values? Answer; so you can hire people with values similar to those of our agency. Now what are some agency Values of importance?

1. Theoretical Values- those who value knowledge and continuous learning or intellectual growth.
2. Traditional Values- those who value the tradition inherent in social structure, rules, regulations and principals.
3. Utilitarian Values- those who value achievement, results, and rewards for their investments of time, resources and energy.
4. Individualistic Values- those who value personal recognition, freedom and control over their future and the future of others.
5. Social Values- those who act to enhance the well-being of others.
6. Aesthetic Values- those who pursue a balance in their lives, who are creative, self-expressive and have a love for beauty and nature.

And here is the real important stuff, after 40 years of research and working with agencies, of all sizes, we know the values most likely to produce success in any situation.