5 Signs You’ve Outgrown Your Mission and What to Do About It

Let’s be honest, for most businesses, the value statement is just fluff or a blurb on your website. It no longer guides what you do. You don’t believe it, or maybe you used to.

In an article by HBR [Link], successful businesses live and breathe their ethical values. It’s in all parts of their operations, and their employees believe in them. A 2024 Bain & Company study found that only 3% of Glassdoor respondents mentioned their company’s purpose as influencing their work experience. This shows a big gap between stated purpose and reality.

The irony? Purpose and value statements are meant to inspire change and motivate everyone.

But you’re not like that, right? You’re an ethical business owner. You ensure your values are how you operate. You don’t chase profit with bad behavior.

So, are business values and purpose the same? Nope. Think of it this way: your purpose is your “why” – why does your eco-conscious business even exist? What’s your reason for doing what you do? Your ethical business values, on the other hand, are the guiding principles that shape how you act and make decisions. They’re what create your company’s culture and atmosphere.

While a strong ethical foundation is crucial, ethics evolve. So, do values change? Yes.

5 Ways to Know Your Ethical Values Are Evolving

Creating business ethics and values should be long-term. They shouldn’t change based on whims. Frequent changes make them meaningless. But holding onto irrelevant values is as bad as having no values. Here are ways to know it’s time to revisit your company’s ethical values:

1. Your company has changed. Maybe you’ve scaled or grown, but your values haven’t. The values you started with don’t fit anymore. Your employees’ behavior doesn’t reflect them. It’s time to rediscover your values.
2. Your values are a mystery. Can you even remember them? Can your employees? If your company’s ethical values are “kind of invisible,” that’s a red flag.
3. It feels like top-down influence. It’s something you’re forcing on others. There’s no buy-in.
4. They’re just buzzwords. They’re expected behaviors with no real impact. They don’t set you apart from other ethical businesses.
5. The world is changing. Ethical standards are always being redefined. What was acceptable before might not be today. Your values need to keep up.
   How to Refresh Your Company’s Ethical Values

Okay, so your business values need a revamp. What’s next? Here’s a step-by-step guide:

• Assemble your dream team. Include people from all parts of your business. It’s a “we,” not “I,” project. Get a diverse team that will challenge you, ask good questions, and own the results.
• Dig for the truth. Gather information. Use surveys, interviews, or even a team offsite. Uncover the stories that make your business what it is. Don’t go in with pre-set values. Ask:
  “What would you genuinely miss about working here?”
  “What do we do daily that makes this business, well, us?”
  Focus on who you are now, not some ideal version.
• The Owner’s Check-In: As the owner (or someone you trust), take charge. Review the team’s feedback and find the recurring themes. Which proposed values align with your core principles?
  Get a reality check. Don’t create an echo chamber. Get feedback from trusted team members.Make sure your core ethical values reflect more than just you. Also, look at what successful companies in your industry are doing.
• Craft Your Value Blueprint: Make sure your values are clear and memorable. Each should include:
  – The Value: A short, catchy, and easy-to-remember phrase (e.g., “Embrace Authenticity”).
  – A Summary Sentence: A one-liner explaining the value.
  – An Explanatory Paragraph: A deeper explanation with key points from your team sessions.
  – Real-World Examples: Stories from your team that show the value in action.
• Launch your core values. When you present them to the company, explain how you got to the final version, how you used feedback, and how these values will guide the company. This is a #NewBeginning.
• Embed and brand your new ethical values. Keep them top-of-mind and part of your daily operations. This is crucial for their long-term success.

Is It Time to Realign Your Ethical Compass?

Staying true to your ethical compass is a journey, not a destination. As an ethical business owner, you’re always making tough choices. Do your values feel a bit off lately? Like they’re not guiding you as strongly?

If so, you’re not alone. Many purpose-driven businesses face this. The good news is, you can realign your mission with your evolving company’s ethical values. And the steps above can help.

Evolving your ethical values is key to long-term success and impact. So, use this article as your starting point.

Ready to implement and execute a values-driven digital marketing strategy that truly reflects your company’s ethical values? I can help you take action and drive real results:

Ethical Content Creation & Execution: I’ll help you write compelling blog posts and engaging social media content that showcases your values. I’ll also manage scheduling, posting, and promotion to maximize reach.
Value-Aligned Email List Building & Implementation: We’ll go beyond strategies. I’ll help you set up the systems, create opt-in forms, and automate sequences to build a list of engaged subscribers who care about your mission.
Social Media Engagement & Community Management: I’ll do more than give advice. I’ll actively manage your social media presence, engage your audience, and build a thriving community on Facebook and Instagram.
Want to stop planning and start doing?

Explore my implementation services: [Website]
Book a free execution consultation: [Consultation Link]

Let’s create a more ethical and sustainable future through effective digital marketing execution.