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Articles from Integral Leadership Review

The Role of Values in Leadership: How Leaders’ Values Shape Value Creation
2012-01-08 10:01:16 Scott Lichtenstein

Scott Lichtenstein

Scott Lichtenstein

Introduction: We’ve Been Practicing Leadership for Over 6,000 Years; What Else Do We Need to Know?
The Pharaohs leading the cadres managing the work teams that built the pyramids understood leadership (Dade 2008). The Imperial Emperors knew how to lead the Chinese civil service that held China together for thousands of years. The Moguls of India and their administrators understood how to lead. The Holy Roman Empire needed no leadership books or journal articles. Leadership as practised by the Egyptian Pharaohs and Chinese emperors still lives with us in our language today: “stepping out of line” and “getting the chop” referring to the soldier of the emperor and Pharaohs with a sabre on horseback that would chop off the head of anyone who literally stepped out of the single file line of workers. More recently, the rise of professional management in Western economies has perpetuated a plethora of lessons in leadership. From Al “Chainsaw” Dunlop to “Neutron Jack” Welch, CEO of General Electric, one of the most successful corporations in the world, they all knew about leadership. Voted by Fortune magazine as Manager of the Century, “Neutron” Jack gained the nickname of the mythical bomb that killed people but left buildings standing by shedding 112,000 people in the beginning of his tenure, but left the factories they worked in still standing. From the Egyptian Pharaohs in their temples to the glass palaces of the Masters (Bastards?) of the Universe on Wall Street, they all had the same approach to leadership. Dade (2008, p. 1) summed up this sentiment by stating, “It’s my way or the highway”. Further, “The use of hierarchical top-down power structures that institute a system of policies, procedures and programmes to ensure delivery of products and processes in a manner consistent with stated objectives. By any measure of success this works and in so doing has created the basis of our modern world”. If the “my way or the highway” school of leadership has been working for thousands of years, why is the subject of leadership under such scrutiny? If we know the tried and tested “my way or the highway” approach to leadership works, why are there approximately 3,000 books a year written on the topic? One major reason is due to changing employees’ values, and in the aggregate, societal values. Societal values

Next. The Impact of Values on Leaders Personal values impact leaders in at least two ways: 1) as a perceptual filter that shapes decisions and behaviour. Equally important. 54) extension to it (as seen in figure 1) provide a theoretical model that illustrates that personal values act as a perceptual filter for how leaders perceive the external environment and shape strategic choice. and 2) as a driver of their methods of creating value.1 Values as Perceptual Filters Hambrick and Mason’s (1984) Upper Echelon Theory and Finkelstein & Hambrick’s (1996. and Performance elements of the Upper Echelon Theory. This article focuses on the role of values in leadership and how this unconscious and invisible force creates or stymies visible results. Figure 1. the values of followers have changed. 1. and the mapping of an executive team’s values provided to offer a practical example of how these woolly concepts can be measured and used for deep dialogue to facilitate leadership and team development. why leaders and followers do what they do. He found . senior and middle managers. First. Lichtenstein (2005) empirically operationalized the Values . If societal and employees’ values have changed. in what ways do values impact leadership? 1. and ultimately organisational performance. The concept of the values dynamic is introduced and illustrated by two mini-cases of leaders from Hewlett-Packard and 3M to show how the dynamic between the values of a leader and the culture impact sustainable performance.have changed and individuals with developmentally leading edge values have gotten into leadership positions and have changed policies and procedures. p. How leaders’ values impact performance In a study of 163 owners. Observable characteristics . behaviour. based on research examining managers’ and leaders’ needs and values is discussed. Strategic choice & behaviour. Without too much difficulty I’m sure you can think of at least one organisational policy that exists today that would have been unthinkable 40 years ago. the impact of values on leaders is outlined and is followed by an examination of the link between leaders’ values and value creation.

achieving operational and financial performance. and education to the neglect of their values ignores the invisible force that drives visible results. Moreover. in a study of 75 in-work MBA managers. This finding indicates that personal values are a more fundamental leadership attribute than the age. The personal values and aspirations of senior management have been identified by Porter (1980) as a key component of competitive strategy (see figure 2) but have been neglected by the field. tenure. Finkelstein and Hambrick (1996. p. Values and personality traits are complementary but separate and distinct attributes of leaders and must be treated as such. 1. Higgs and Lichtenstein (2010) found no relationship between psychological traits based on the leadership “Big 5” five-factor model of personality (McCrae and Costa 1997) and personal values. noting. functional experience. functional experience. and level of education did not. and level of education in the process of how leaders influence organisations. experience. whereas age. “Even though values are undoubtedly important factors in executive choice. and developing strategy.2 Values as a Key Element of Strategy Leadership is not solely about making people feel good. tenure. but includes profit and loss responsibility. This result highlights that “psychological characteristics” and “values” suffer from the “jingle fallacy” (Kelley 1927): “psychological characteristics” and “values” sound similar so they are lumped together.that executive values had a direct and significant impact on organisational performance. 48) recognised the research void that exists in the examination of strategic leaders’ values and their relationship with strategy.” . Executive selection based on age. they have not been the focus of much systemic study. tenure.

the field has focused on the difficult elements of strategy rather than the more challenging elements. and in some cases. one leadership lesson we’ve learned is that motive matters. In short. This is especially true in the midst of an era when we’ve seen leaders’ and directors’ remuneration. and values are a more challenging element. “leadership for whose benefit?” and “value created for whom?” The needs and values of strategic leaders shape their vision to create (or destroy) . A lack of access to leaders allegedly not willing to have their values examined is also cited as another reason. Since the bubble burst in 2007. which surely is at the heart of the current zeitgeist. The spotlight has been turned on leaders by their organisation’s stakeholders who are asking. and payoffs disconnected from company performance. Effective leaders know they need to focus on the difficult and the challenging elements of strategic leadership. Key Determinants of Strategy Why has so little research been done in the area of values and its relationship to strategy despite values being identified as critical to strategy formulation and implementation? In part because there was no theory to understand this until Hambrick and Mason’s Upper Echelon theory arrived four years after Porter’s work. stock options. This will be illustrated in the last section of this article.3 Values. Also.Figure 2. 1. value destruction. the tools and techniques to measure values didn’t exist until relatively recently. Vision and Value Creation Business now almost universally accepts that the primary leadership task is value creation for shareholders and stakeholders.

strategies. Shareholder and Stakeholder Value Chain Model of Contingency Relationships Lichtenstein and Dade (2007) refer to a chief executive’s motives for action and values as Reality 1. the culture. the vision.e.1. and James McNerney ex-CEO of 3M versus his successor CEO George Buckley. Leaders create or destroy value to the extent that they align Reality 1.0 with Reality 2.0”[i]. Sustainable above average performance and value creation is achieved through aligning Reality 1. and tactics to Reality 2. Ex-CEO Mark Hurd was CEO from March 2005 and resigned in August 2010. The company is renowned for its . leaders can motivate the workplace culture to implement strategies further and faster in the organisation. she was forced to resign following differences with the board of directors about how to execute HP’s strategy. and strategies) further and faster throughout the organisation. This is because it is the lynchpin of aligning the existing culture. By uncovering these drives. These cases contrast the dynamic between the leaders’ values and that of the organisations and the impact on aligning or misaligning their methods of creating value with the culture. Hewlett-Packard Fiorina served as chief executive officer and chairman of Hewlett-Packard from 1999 to 2005. the organisation’s mission. But individual leaders can’t create and sustain the leadership required to align and shift an organisation: a vision that isn’t shared is an unrealised dream..0. Figure 3.0 by implementing their methods of creating value (missions. goals. i. i. that we refer to as “Reality 1. objectives. Examples of values dynamic misalignment and alignment are briefly illustrated in the mini-cases of ex-CEO Carly Fiorina’s alignment of her vision for creating value at Hewett Packard (HP) in comparison with her successor Ex-CEO Mark Hurd.0.value. a strategy without organisational commitment is a delusion. In 2005.e. goals.0” with the vision – the future state of the organisation – that we refer to as “Reality 2. The conceptual framework in figure 3 illustrates that a leader’s values are antecedents of vision in service of creating value for shareholders and stakeholders.. The values dynamic is the exchange process between the values of the CEO and the rest of the organisation.

other than her desire to be showbiz. a common perception amongst managers was that there was a values mismatch with the culture: “People talked about the HP Way a lot and Carly came along and brushed that under the carpet a bit and people didn’t like her for that. Research carried out by Waters (2008) into how leaders’ values impact decisionmaking compared managers’ perceptions of ex-CEO Carly Fiorina and ex-CEO Marc Hurd. Sir George William Buckley was named chairman and CEO of 3M in December 2005 following the departure of McNerney who left abruptly to join Boeing. managers felt Mark Hurd did a far better job at aligning his method for creating value to the culture summarised by one manager: “I do feel he (Mark Hurd) is more mapped to the basic core values of HP than Fiorina was. and (iv) The company explicitly encouraged risk and tolerated failure (Hind. his wishes for operational tightness. “he had barely stepped off the plane before he announced he would change the DNA of the place” (Hind 2007. 1). When Immelt won the three-way succession race. Regarding Fiorina. and offered tuition assistance.” (Manager 2) “With Carly Fiorina there were corporate values articulated and examples of things done by Carly which were disconnected and I think that is what made a lot of people feel uncomfortable. A struggle between Efficiency and Creativity” explains in-depth the changes wrought by McNerney and contrasts them with those made later by Buckley. (iii) Ideas like the Post It Note are allowed to be fiddled with for several years before the product goes into full production. flex time. and job sharing. 3M’s creative culture that once gave rise to the “Post It Note” phenomenon prided itself on drawing at least one-third of sales from products released in the past five years. and cost control are pretty much the same as the values fifty years ago”.” (Manager 3) In contrast. and was underpinned by the “3M Way” that includes: (i) Workers can seek out funding from a number of company sources to get their pet projects off the ground.”[ii] This involved one of the first all-company profit-sharing plans that gave shares to all employees. axing 8. Sound like Google? The paper by Hind (2007) “At 3M. McNerney began by implementing the GE playbook. McNerney left GE and joined 3M from 2001 to 2005. 2007). When McNerney joined. profitability. intensifying the performance-review process.000 workers (about 11 percent of the workforce). cutting spending and importing GE’s Six Sigma program – a series of management .egalitarian. decentralized culture that came to be known as “the HP Way. James McNerney competed with Bob Nardelli and Jeff Immelt to succeed the retiring Jack Welch as chairman and CEO of General Electric. (ii) Official company policy allowing employees to use 15% of their time to pursue independent projects. holding the position as chairman of the board and CEO. p.” (Manager 1) “I was never at all sure. 3M Prior to joining 3M in 2001. quite what her values were.

p. Remembering a meeting at which technical employees were briefed on the new Six Sigma process. Leaders need to recognise that their values shape their strategy preferences. [McNerney] didn’t kill it. Figure 4.techniques designed to decrease production defects and increase efficiency. 3M scientist Art Fry. the director of strategic business development. new CEO Buckley reinvigorated the workforce by reversing McNerney’s legacy and getting back to the “3M Way” by scaling back on Six Sigma. The Post It Note inventor. Thousands of staffers became trained as Six Sigma “black belts”. 2007. A Tale of Two Leaders. and that of the culture (Reality 1. But if he had been here much longer. Upon McNerney’s departure. a 27 year veteran at 3M recalls. and rewarding risk taking. Buckley remarked. “[Buckley] has brought back a spark around creativity. they need to be aware of the diversity of values in organisations if they want their visions to become reality and their value . because he wasn’t here long enough. states. 3). 3). I think he could have” (Hind. which influence the organisation’s culture that is termed the “values dynamic”: the dynamic between the leaders’ values and those of the employees.1). Managers manage from their own values.” Bob Anderson. 2007. Source: Hind (2007) What are the leadership lessons of these two mini-cases? One relates to leaders and the other to boards of directors. p. a business director in 3M’s radio frequency identification division adds. Michael Mucci. reflecting on McNerney’s culture change programme observed. Tim Hammond. “What’s remarkable is how fast a culture can be torn apart. A contrast of the two leaders is found in figure 4. Therefore. Reflecting on the process-focused approach of the past. I think you potentially undermine the heart and soul of a company like 3M” (Hind. The focus on efficiency began driving out the innovation culture. “We feel like we can dream again” (Hind. boosting R&D spending. 2007. 2). “Perhaps one of the mistakes that we made as a company – it’s one of the dangers of Six Sigma – is that when you value sameness more than you value creativity. but leaders have to lead a whole culture. 2007.0). p. Leaders need to understand the dynamics of their underlying needs and values (Reality 1. p. “We all came to the conclusion that there was no way in the world that anything like a Post It Note would ever emerge from this new system” (Hind. 3).

which is bound to stymie their attempts to create value in the long term. The study of successful CEOs shows two vital qualities (Collins. 2001): 1. the next section examines what is directing the thoughts and emotions. or even industry. 1. He tracked 1. and shapes the behaviour of leaders and others. with an emphasis on starting with the RIGHT TEAM rather than the right project. boards that become budget-driven rather than strategy-led are liable to appoint CEO’s to boost short-term performance who may not understand the culture or values dynamic. The ultimate strategic decision is appointing the right chairman and chief executive whose methods of creating shareholder and stakeholder value will support the culture (Taylor. Why Do Leaders (and Followers) Do What They Do? Understanding why people do what they do necessitates investigating the forces that drive behaviour. “Quiet leadership” was the norm: leaders that created value over the long term dedicated themselves to building the organisation rather than their CVs. The only longitudinal study of the link between leadership teams and corporate performance is Collins’ (2001) “Good to Great”.creation methods to be implemented. product.4 Effective Leadership that Creates Value Boards would do well to remind themselves of the lessons of leadership and sustainable value creation. HUMILITY – being self-effacing and arrogance free.435 Fortune 500 listed companies from 1965 and found: • 11 made the transition from good to great (outperforming companies in their sector). So what moves leaders and others to action? 2. 2010). because people engage in the same behaviour but for very different reasons. Leaders like Fiorina and McNerney who try to bend cultures to satisfy their own needs and values without understanding the values embedded in the organisation will struggle to align the company to their vision and to create long-term value for shareholders and stakeholders Regarding corporate governance. Having examined the ways in which leaders’ needs and values impact organisations and the relationship between culture and methods of creating value. correlate negatively with the progression from good to great. and • High profile larger-than-life CEOs. WILL – persistence in the pursuit of business goals. and 2. .

1996). 1996). 1988. 1987. 1996). This paper presents. and communication. 1987. 1988. as an alternative. which are directed towards individuals’ underlying needs. or Levels of Consciousness? Editor’s note – Readers of the Integral Leadership Review will most likely be familiar with Beck and Cowan’s “Spiral Dynamics” model of “levels of consciousness” based on the work of Clare Graves. Values. 1979).Clearly. It might be considered. if we want to influence the behaviour of others. focusing on the dynamic interaction between the individual and his or her environment and therefore placing more emphasis on the context in which a person comes to value certain things. Maslow and Graves were contemporaries whose theories have both similarities and differences. Individuals’ values priorities underscore a critical characteristic of values: they are organised in a hierarchical system ordered by relative importance to one another (Bilsky & Schwartz. 1988. 1979.1 Needs. 1955. 1987. Therefore. 1996). p. Maslow. As long ago as 1961. Schwartz. As leaders. Rokeach. will espouse a dominant set of values. Graves’ theory is perhaps the more complex. Schwartz. Schwartz. Rokeach. 1970. Values can be considered emotional states we either go towards or away from. Rokeach. that Graves saw the possibility that a personal hierarchy of needs can exist . strategies. “At the top of each person’s system are a small handful of dominant values of paramount importance” (Brandon & Hambrick. we need to understand what is already influencing them. From Values to Value Systems The understanding of. Maslow. groups. Gordon Allport suggested that value priorities are the “dominating force” in life as they direct all of an individual’s activity towards the achievement of his or her needs. Schwartz. research centred on the work of Abraham Maslow. Hambrick & Brandon. Schwartz. 1992. Of the two. an individual. a dominant value system exists for each person that is more important to understand than single values (Brandon & Hambrick. 1979. we can’t change what drives people – their values – but we can change their behaviour by understanding those forces and tapping and harnessing them through policies. and (iii) ignore the premise that individuals make trade-offs among competing values according to their values priorities (Allport. for example. 1970. you should be able to identify the different drivers expressed in the three statements regarding hitting stretch targets. 2. (ii) ignore equally or more meaningful values (Bilsky & Schwartz. 6). whose hierarchy of needs model has received broader academic interest. By the end of this section. Although there are universally held values. and in the aggregate. and previous research into values has suffered from a focus on individual values that: (i) result in low reliability (Bilsky & Schwartz.

2008). There is no “better” or “worse” need. A need satisfied is no longer a dominant need. The bull’s-eye represents needs as the target of our behaviour and attempts to overcome the misconception created by the triangle that needs at the top are somehow “better” than the needs at the bottom. but each one of us has one or two dominant ones. all human beings are driven by the same fundamental needs as popularized by Maslow: Certainty . Belonging. Variety/Novelty .at. These needs are complex and form our “value system”. However. As represented in figure 5. whereas the Spiral Dynamics model is considerably harder to test and has consequently received much less academic interest. Kahle’s List of Values and the proprietary instruments of Stanford Research International’s Values and Lifestyles (VALS) and CSDM’s Values Modes (Baker 1996). and within. orange. Readers will no doubt however notice some similarity and overlap between the categories of needs found in this research and descriptions of the blue. From a research perspective. which can be operationalized with greater simplicity and reliability. The changes are hierarchical in nature (i. Maslow’s theory can be empirically tested using statistically reliable instruments. 1970 and Robbins. He proposed that it is these value sets that form the basis of differing individual needs.. His observations and qualitative research led him to the insight that human beings are all born with a set of needs that drive our perception of reality and behaviors. We all have these needs. Esteem and Self-Actualization. arguably it is more straightforward and parsimonious to apply Maslow’s model. Significance & Achievement. and green levels in the Spiral Dynamics model. different levels of consciousness and that the means by which a person chooses to satisfy those needs will be different at different levels. as a need is satisfied. Maslow (1943) presents a model of human psychological development that facilitates understanding of the basis of human values and the way they can change over time from birth to death. Growth and Contribution (adapted from Maslow. some needs to meet before other needs become important as a determinant of attitudes and behaviours). Maslow’s framework has been adapted to make it more amendable to be used as a tool to understand leaders’ and employees’ motive for action as seen in figure 5. new needs emerge. such as Rokeach’s Value Survey. Connection & Love. there just ‘”is”. In an attempt to make it more accessible to business people.e. Maslow’s Hierarchy of Needs is usually portrayed as a triangle with different needs from bottom to top. including Security. for the purpose of research within a particular society and culture. In particular the higher levels (yellow and turquoise) of the Spiral Dynamics model present difficulties when defining parameters with which to test for their presence. .

(ii) Outer-Directed needs: recognition. and leaders[iii]. Ambition. In the first operationalization of Maslow in a management context. Kotey and Meredith’s (1997) List of Values (LoV) 28-item personal values scale was used to measure executives’ personal values. and transcendence. personal growth. Outer. over 50 years after it was first proposed. survival. your clients. Maslow (1970) proposed three core motivational domains. and similarly. and a sense of belonging.and Middle managers. Compassion. and Aggression. Lichtenstein (2005) tested Maslow’s assertion that executives’ personal value systems are related to Maslovian Sustenance Driven. Senior. significance. Additionally. and Creativity. In a study of 163 Owner-. and self-esteem. and (iii) Inner-Directed needs: self-actualization.and Inner Directed needs. Drawing on Maslow’s (1970) theory of Inner Directed. employees. Prestige. but is most powerful when used as a tool to determine how these different needs are satisfied at work. (ii) the Outer Directed value system espoused the core esteem-seeking values of Power. which were: (i) Sustenance Driven needs: physiological. . Outer Directed. Trust. it is important to reflect about what is at the centre of your bull’s-eye that is driving you.Figure 5. security. and (iii) the Inner Directed value system espoused the entrepreneurial values of Innovation. a three-factor solution was extracted that revealed theoretically predicted results that were statistically reliable: (i) the Sustenance Driven value system espoused the traditional values of Loyalty . and Sustenance Driven value groups. The 8 Human Needs The figure represented is generic. and Affection. Risk.

The consequences of our driving force and those of others are at the crux of leadership. and societies. Wilkinson & Howard. Figure 6: Executive Motivation 2.g. . How well do you understand the forces that drive employees and leaders to action? What percentage of each motivational group above would you except to find in an organisation or business function? Allocate to each group above.2 The Values Dynamic Do the numbers surprise you? Most executive groups are surprised by the small number of managers with Sustenance Driven needs and values and the large proportion of managers with Inner Directed needs and values. your best guess concerning the top drives of an executive population. Do you think your motivational domain would affect your leadership? The nature of the relationships you have? Your communication? What you wear? You bet.The results provided strong support for Maslow’s (1970) assertion that value systems correspond to the underlying needs that drive them. which have been replicated in two other studies of in-work managers with similar results. employees. 1997) and unpublished reports (CDSM Ltd) on the decline of the working-age population in Western society who espouse traditional values. companies. teams.. See figure 5 for the results. The results show a small percentage of managers categorised as Sustenance Driven. and for the three motivational domains or “worlds” of our leaders. which supports published (e. totaling 100 percent. Leadership and followership vary by one’s values.

even more rational analysis will not convince them that the decision is right. beliefs. and an increase in the proportion of managers with Outer and Inner Directed values in our organisations.. may just consider the orientation of their leaders to be madness. Dis-ease in the culture is caused by leaders who fail to understand that what is “the ideal solution” and “logical” in the Boardroom and executive suite is perceived as “too much too soon” or not being “a safe pair of hands” by those with other values. The nature of this opposition is often not open to rational discussion.. executives. helps explain the nature of change in leadership and followership. Risk. Many people will not even know why they are opposing the offered solution/strategy they are tasked with implementing – it just feels wrong. New methods to create shareholder value are unlikely to reach their full potential if Board members and leaders are creating dis-ease. and motivations of my main stakeholder groups (e. suppliers. and motivations of my Board? How can I improve my effectiveness by making sure I am appealing to those values at the basic level (i. to ensure that I bring on board these other stakeholders. What can leaders do? Leaders need to understand how to use the insight concerning how their needs and values shape the creation of goals and strategies that motivate their staff and culture to create more shareholder value. a decrease in the amount of managers with Sustenance Driven values. stakeholders. How do I determine the values. but perceived by the Outer Directed – who are the organisation’s operators – to be too radical and to frustrate their ability to hit their targets. To create more value. and managers with needs and values other than their own. Thus.e.g. if they are to optimise value for shareholders. communities where we are located. customers. 3.This values dynamic shift. the top levels of organisations are heavily over-represented by Inner Directed executives whose dominant need for novelty and values of Innovation. gaining acceptance for policies at the level that feels right)? How can I determine the values. market analysts)? How can I alter my style but keep my policies. They also need to accommodate their leadership style to lead a culture with directors. even when they have different values from the Board? How can I use this information and knowledge to develop better policies and strategies to increase shareholder value in the future? The values of the top team can and do create “dis-ease” with employees with . both at the level of the corporate and business strategies. Based on measurement and observation. staff. beliefs. The Sustenance Driven. and society. This is an indication that the opposition is based in the value system rather than in a straightforward examination of the facts. who prize safety and continuity of traditional methods. The innovation-based “further and faster” orientation of the Inner Directed may be lauded at Board level. leaders need to ask themselves a range of questions based on the insights discussed in this paper if they are to deliver superior performance. and Creativity is likely to be perceived as a threat by those with different values.

Security. In the workshop when we presented our findings. and Power. the team couldn’t figure out why this was so.uk) has developed a survey and reporting tool to help leaders gain insight to help answer these questions. until it was pointed out to them that the Sustenance Driven managers came from India and Pakistan. What makes this team particularly diverse is the unusually high proportion of managers with values in the Sustenance Driven motivational domain. and Benevolence. to the Outer Directed value system of Achievement. Tradition. This type of diversity is also found in cultures integrated by M&A. One immediate observation is that the diversity of values in this team represents the diversity of values in organisational cultures. but is only just beginning to be used for business purposes. The motivational map in figure 7 represents the values of a leadership team using a value system that has been tested for cross-culture reliability and validity. where the other members were from. which gives rise to beliefs such as “too much too soon” or “they (leaders) have lost the plot” that can lead to active resistance to policies and strategies. and in some cases sabotage. Values Map of Top Team The values dynamic of this team is hereby measured.evsconsulting. thus stymying strategy implementation. to the Inner Directed value system of Self Direction. Team members’ top two values are represented by stars with their unique letter and number. Going clockwise starting from 12 o’clock. Universalism.The values of the top team can and do create “dis-ease” with employees with different values at an unconscious level. Hedonism. as compared to the hundreds of other managers’ values we’ve measured. which elucidates where they come together and pull apart.co. EVS Consulting (www. . the map below illustrates the Maslovian dynamic from the Sustenance Driven traditional value system of Conformity . as opposed to Europe. and Stimulation. Their knowing smiles immediately acknowledged the cultural dynamic affecting the team. Figure 7.

enabled them to connect to that part of themselves that others’ needs and values represented. New methods to create . goals. Figure 8:Reality and the Corporatio Leaders also need to accommodate their leadership style to lead a culture with directors. the results were used as a catalyst for a deep dialogue about the consequences of their needs and values for themselves and their leadership. For leaders. but also their colleagues. Having a framework in which to understand needs and values. Leaders need to translate their missions. and strategies into the operative values of their direct reports and employees to create tomorrow’s company today. Participants were buzzing with excitement by the end of the session. This was authentic talk – a powerful antidote to the surface conversations they normally had. They not only understood more about themselves. Leaders need to understand how to use the insight of how their needs and values drive the creation of goals and strategies that motivate their staff and shape the culture to create more shareholder value. Conclusions Values and motives for action are the crux of leadership and followership.With team members working in pairs. as illustrated in figure 8. they developed empathy for colleagues who possessed different values from their own by understanding why they were different and appreciating their needs. this values mapping exercise provides data to benchmark and track the values dynamic underpinning their methods for creating value. executives. to optimise value for shareholders and stakeholders. and data showing how these were distributed amongst the team. and managers who have needs and values different from their own. Implicitly. 4.

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London: Demos. M (Ed) Understanding Human Values. Lichtenstein. a new version of the World Wide Web that allows users to interact and collaborate with each other in contrast to Web 1.org/wiki/George_W. Sustaining Change: Leadership that Works. S. (1943). http://en. Schwartz. 5. R. (2008).. Waters. 2. M. a dedication to affordable quality and reliability. and Howard. Issue 1. Olson. (2008). (1997). In Rokeach. Volume 8. 354–365 Taylor. Competitive Strategy.0. McCrae. T. M. and a view that the company . (1970). Rokeach. Maslow.0 is an allusion to Web 2. (1979). A H. 101. Endnotes [i] Reality 2. (2011). Brunel University. Conversation with. 47-70. http://en. DBA Thesis. M. 2011. From individual to institutional values with special reference to the values of science.0 where users are limited to the passive viewing of content that is created for them. E. “The Shareholder Value Chain: Values. Psychological Review. Maslow. Seligman. (1997). Needs and Subjective Well-Being Around the World. a commitment to community responsibility. Lichtenstein. (2010). 50. D. A H. NJ: Lawrence Erlbaum Tay. American Psychologist 52. pp.).wikipedia. Autumn. Motivation and Personality (2nd edition) Harper & Row. Zanna (Eds. New York: Free Press.Business Management.org/wiki/Hewlett-Packard James McNerney. and Higgs. S.org/wiki/James_McNerney George Buckley. 2. (1996)._Buckley Wilkinson. A. R.wikipedia. B. 37096. (2007). M. http://en. Journal of General Management. Journal of Personality and Social Psychology. & P. 33.. Costa. Porter. L. Mahwah. M. Roland. (2008). New York. The Psychology of Values: The Ontario Symposium. S. [ii] The HP Way was defined by co-founder Bill Hewlett as “a core ideology … which includes a deep respect for the individual. Wikipedia: Hewlett-Packard. & M. Leadership values. New York: The Free Press. 37-64. M. 15-31. P.wikipedia. Henley Management College/Brunel University. (2005). Tomorrow’s Women. Anthony Robbins Companies. MBA Dissertation. Executive Values and Organizational Goal Orientation and Their Impact on Performance. P. Vision and Shareholder Value”. J. and Diener. Strategy Co-Alignment: Strategic. Chichester: John Wiley & Sons Ltd. Vol. 509-516. “Value Priorities and Behavior: Applying a Theory of Integrated Value Systems” in C. A theory of human motivation. “Personality Trait Structure as a Human Universal”. 35. and Dade. Creating Lasting Change. (1980). H. Robbins.

Tweet Facebook LinkedIn . researches and publishes in the areas of Strategic Leadership and Corporate Governance as well as coaches. We encourage flexibility and innovation. a Public Relation/Public Affairs company.exists to make technical contributions for the advancement and welfare of humanity.” (Wikipedia) The following are the tenets of The HP Way: We have trust and respect for individuals. Scott lectures.co. Higgs. Visiting Faculty at Henley Business School and will be Senior Lecturer in Strategy at Birmingham City University from January 2012. California. Scott Lichtenstein is a founding Director of EVS Consulting.troubador. Scott has worked at Henley Management College and Warwick Business School. His consulting is mainly focused around a leadership values instrument and reporting tool he has developed. he has a BA in Political Science with an International Relations emphasis from the University of California at Santa Cruz. We achieve our common objectives through teamwork. Prior to that he was a consultant with a market research-based brand strategy consultancy and worked in Belgium as a consultant for Hill & Knowlton International Brussels. Osney Media.: http://www. Along with his DBA and MBA from Henley Management College. He has completed certificate courses in facilitation and coaching. Scott was born and raised in Oakland. and in the European Commission’s Enterprise Policy directorate.asp?bookid=920 About the Author Dr. We focus on a high level of achievement and contribution. We conduct our business with uncompromising integrity. [iii] Exercises based on this model can be found in Lichtenstein.uk/book_info. and MartinFagg’s (2009) From Recession to Recovery: A Leadership guide for Good and Bad Times. He specialises in leaders’ and executives’ personal values and their impact on strategic choice and organisational performance.