| Intel corporate values include risk taking, discipline, | | | | made customer relationship its mantra. A company's |
| and results orientation. These are exactly the values | | | | domination of one of these three "value disciplines" |
| one would expect of a company whose primary | | | | defines what makes them uniquely better than their |
| strategy is one of product leadership. Without these | | | | competition from a customer perspective and as |
| specific company values the product leadership | | | | such it constitutes their long term competitive |
| strategy would surely fail. In firms where the values | | | | strategy. But in order for this competitive strategy |
| and the strategy are tested daily it requires | | | | to work the company values and the values of the |
| management oversight to ensure that they remain | | | | employees have to line up with the strategy. So just |
| aligned. | | | | as Intel's values have to be around risk taking and |
| Company values, published or not, exist and are used | | | | results in order to support the product leadership |
| everyday by employees in making decisions on behalf | | | | strategy, FedEx's values lean towards improvement |
| of the company. Well chosen values suggest priorities | | | | seeking, diligence, promptness, and reliability in order |
| that guide employees through right versus wrong | | | | to achieve operational excellence. Nordstrom's |
| choices. Simple values that retain a position in top of | | | | strategy is to serve the customer above all else and |
| mind during a hectic day are best. Some classic | | | | the people they hire have to excel in their ability to |
| examples are "Safety first" or "Quality is job 1." | | | | offer the best customer service. |
| Values become the customer visible persona of your | | | | Sales success is dependent on your competitive |
| company. The types of values can be divided into | | | | strategy which in turn is linked to your company |
| the basic values that are required for continued | | | | values and those of your employees. Do the people |
| employment at the company, core values, and | | | | you hire have the right values to make the strategy |
| aspirational values. The core values set a company | | | | work? Is the primary reason your customers buy |
| apart from the competition by clarifying its identity | | | | from you supported by the values of the |
| and serving as a rallying point for employees. | | | | employees? Do the messages in your marketing |
| A company strategy is the blueprint that describes | | | | materials represent your company values and your |
| the future one wants and it provides a high-level | | | | competitive strategy? |
| roadmap for getting there. The long term core | | | | Ernest Shackleton's candid but successful |
| strategy for beating the competition can usually be | | | | advertisement in 1914 for men to travel with him on |
| reduced to the company's decision to dominate at | | | | the first crossing of Antarctica demonstrates that he |
| one of the following: | | | | knew he needed people with the appropriate values |
| Customer relationships or service (have it your way) | | | | to successfully execute his strategy: |
| Operational excellence (best overall value) | | | | "Men wanted for hazardous journey. Small wages, |
| Product or service leadership (Being first or best) | | | | bitter cold, long months of complete darkness, |
| So Intel chooses product leadership above all else; | | | | constant danger, safe return doubtful. Honour and |
| FedEx targets operational excellence; Nordstrom has | | | | recognition in case of success. |