Also, the unique combination of the core values plays a role in determining the cultural texture of an organization.

The biggest concern I have is this: How many different ways are there to slice the same strategy? Financial institutions complain frequently about the commoditization of their industry, yet they have the same values, the same slogans, build similar branches that offer the same products, etc. And they wonder why rates and fees are the only thing consumers notice? Maybe because that’s the only relevant difference.

Credit unions, by contrast, have expanded as an industry to take care of many of the people left in the bank disaster’s wake. Credit unions are not immune to faltering, as seen from the recent Corporate mess. However, credit unions constantly keep their members in mind and have not done things to jeopardize the financial well being of their members. On the contrary, you can find multiple stories about how a credit union worked with a family so that they didn’t lose their home. How many bank stories have you heard?

Example: Integrity. Would anyone say “we believe in dishonesty” (one of the possible opposites of integrity)? Of course not–so it’s a weak differentiator.

Example: Funny. Would anyone say “we believe in being very serious, not being funny”? Yes, I think they could, so that makes it a stronger differentiator.

In short, I agree completely–you’ve got to avoid the “no kidding” ante values. Not only are they expected, they’re boring and not strong enough to use as differentiators.

Great post. I’ve always believed that corporations don’t have values, people do. I don’t care what they say – what they measure, manage, and reward is what they truly value.

That’s how banks got in this mess, IMHO.

Cheers!
D.