“It’s a good list,” said Miguel. The list had emerged from a values exercise the week before. After an extensive word pairing process, some heavy lobbying, push back, protest and negotiation, this was the list that made it.

“So, now you have a list,” I said. “What do you do with it?” Miguel’s eyes brightened, then his brow furrowed.

“I’m not sure. I guess we could print it out on fancy paper, frame it and put it on the wall next to the Mission Statement.”

I stared straight at Miguel. “Dude, you are going to have to do better than that.”

Miguel nodded in agreement.

“Get your team back together and take this to the next step. If you want to create a positive culture, you have to live by your values. Everything you do as a company should support these values. You have to identify the stories, the examples and the people. Then you have to amplify them. You have to amplify them in meetings, newsletters, memos and emails.

“Get your team together and figure it out. In what way can we communicate our values and the behaviors connected to those values to every person in the company. Frequently.”