[00:00] Welcome to the Ziglar show, episode number 468. I am your host, Kevin Miller. Today, Tom Ziglar and I bring you Dina Dwyer, back for her second visit with us. It was show 402, which has been downloaded 40,000 times. She took us through her book, Values Inc., proving that leading your business and career with values is not only the right thing to do, but it makes far more money! For Dina, this is over $2 billion for her and her company. We have her back now because she’s released something new; it is a “Create Your Culture Workbook.” This is relevant for you at your workplace and personally as well. And you can have it for free — which you’ll very much want after hearing this interview. My analogy is if creating a mission statement for your business and work is a nice little doormat to your home, this workbook on creating the culture is actually sitting down in your living room. No comparison.

[01:46] So, Dina recently returned from Washington, D.C., and had one of many recent meetings with Cathy McMorris Rodgers, Chair of the House Republican Conference. Dina gave a values workshop to Cathy’s entire congressional staff over a year ago, and they now have their own written Code of Values that has helped them make business decisions at the highest levels. The stories that Cathy and her team members shared recently of how they have been using these values in everyday life, not just at the office, were dramatically validating and they have allowed Dina to share their testimony.  As you’ll hear in a moment, Dina gives us six steps in the workbook to clarify our values and create our culture. Step one, for instance, is “Clarify Your Values,” and Dina literally showcases a list of 106 commonly-held values to choose from. I went through and picked 31, which I told Dina about in the show. She told me to narrow down to 10.

[03:05] Folks, this is a 100% actionable show. You can apply it immediately. You can get your free “Create Your Culture” workbook at Dina’s website at dinadwyerowens.com. You can also check out her new endeavor, “Neighborly,” which you can find at getneighborly.com. Think of Angie’s List, and recommended providers for home services, but all the listings are Dwyer-approved companies who are values based. You don’t want anyone else working on your home!

[03:57] As I mentioned in the last show, for those of you inquiring with me about business coaching, I address a very specific area. Go to agentkmiller.com and the YOUR BEST BUSINESS OPPORTUNITY & POSITIONING CONSULTATION PACKAGE I offer. Again, agentkmiller.com.

[05:48] OK, here Tom Ziglar and I bring you…Dina Dwyer Owens and a walk through her “Create Your Culture Workbook.”

[06:00] Dina, you are back with us; thanks for sharing with us again!

[06:12] OK, just to set the stage, I want you to share with everyone that leading with values is not merely an altruistic, do-the-right-thing endeavor. You are living out the tangible consequences that add up to billions of dollars. Give us a snapshot…

[07:55] OK, not too long ago, something significant happened. We received this message, “Dina had one of many recent meetings with Cathy McMorris Rodgers, Chair of the House Republican Conference. Dina gave a values workshop to Cathy’s entire congressional staff over a year ago, and they now have their own written Code of Values that has helped them make business decisions at the highest levels. The stories that Cathy and her team members shared recently, of how they have been using these values in everyday life, not just at the office, were of such tremendous value, they told Dina she could share at-large.

[08:31] This is huge. Tell us a bit more about the opportunity and outcome.

[12:07] OK, in show 402, we really went through your book, Values, Inc. – How incorporating values into business and life can change the world. Folks, please make sure you listen to that show. 402.

[12:15] We’re here today to dig into your “Create Your Culture Workbook.” Now, I went through it for myself. But I’ll ask you to share with the audience how this is different from “create a mission statement,” that so many are used to hearing about.

[13:21] What is franchising? It is when we take what is most important in business, we create systems around it so they can be replicated so that other people can do it. So what we did with the “Create Your Culture Workbook” is, how can we give people the steps we took to make living our values identified?

[16:35] I have a great deal of confidence in companies that have a built-in accountability system. And I was just studying the word accountability and there is a word called accountancy. Accountancy means knowing what precisely matters. So, whenever you are trying to get work done, whether it is trying to get your education, or somebody working on your specific part of your house, or something really important for you, precisely what matters. And there is nothing more important than the relationship that you exhibit when  you do the work right way. It is not just about doing a great job, but it is a relationship blossoms and grows out of that. Because that is what matters most.

[19:34] You outline six steps to literally work through in the workbook.

[19:37] Step one in the workbook is, “Clarify Your Values,” and you literally showcase a list of 106 commonly-held values to choose from. So I went through with the intent to be expedient and just grab the ones that…well…grabbed me. In minutes, I picked 31. It was very interesting to be honest with the truth that, while all 106 are great, positive qualities, I’d be lying if I said each one really struck a chord with me. Will you further clarify how we can best go about this exercise? I can’t pick them all.

  1. Adaptability
  2. Achievement
  3. Balance
  4. Challenge
  5. Commitment
  6. Creativity
  7. Energy
  8. Entrepreneurship
  9. Environmental Awareness
  10. Fairness
  11. Faith
  12. Family/Friends
  13. Improvement
  14. Independence
  15. Influence
  16. Initiative
  17. Innovation
  18. Integrity
  19. Long-Term View
  20. Love
  21. Making a difference
  22. Opportunities
  23. Productivity
  24. Purpose
  25. Respect/Valuing
  26. Responsibility
  27. Results
  28. Risk Taking
  29. Stamina (endurance)
  30. Trust
  31. Wisdom

[20:34] You can’t pick them all, Kevin, you are right. What I will suggest is that after getting your 31, just narrow down to at least 10. Ten of these that really matter. Which 10 really matter the most, and those are the ones which I will take to the next step.

[21:12] Part of step one, then, is listing “our values.” I went through it with my wellness business in mind. Right off the bat, I realized that while the team benefits from me leading with my values, the values our company is best known for are not ones that made my personal list. Is this common, or did I just belie a personal schizophrenia?

[21:41] It is very common. At home, my number one personal value is my faith. So, yes, there can be very distinct value for your personal, for your family personally and in the other words there will be different.

[22:19] Interestingly, I think my family values, what we are known for, what my kids and wife would say, are much more aligned with my personal values. Which made me wonder…Is there a difference…I’m endeavoring to grow leaders and influencers in my home, but in my business I’m endeavoring to offer a product and service to a customer?

[25:55] Now, I didn’t get so far as to do this exercise with my staff or family. I intend to. I’m wondering, with my business, I wouldn’t expect conflict. I co-lead with my partner and we have our staff, I think it will be smooth. In my family, though, it feels like a more intimate issue that could…ruffle some feathers. What’s your experience?

[26:35] It is healthy to have that kind of communications. In another line, in our family that is the other problem in our society today. Kids don’t know what their family’s values are. Because we are not sitting around the dinner table, talking about what is important in our family. In fact, for every franchise, we do this exercise daily for personal values.

[28:00] The last part of step one is choosing the values that are most important to you, then create specific behaviors. I assume that part there…creating specific behaviors as a result…is what propels this far beyond the personal, family, or business…mission statement.

[28:52] One of our values is operating in a responsible manner; we called it a line. You know, the word here, line, is accountability. Things below the line we work on are blame or justification. So that is an example of a behavior statement or accountability statement.

[32:58] Step two is “Create your Mantra,” an easy-to-memorize mantra or acronym that consolidates your values/accountability statements. Just using the values word you gave us, and thinking of The Ziglar Show, I chose:

I – Influence

N – Nourish

S – Serve

P – Purpose

I – Innovate

R – Results

E – Energy

[33:28] Then creating an affirmation statement before it, I can add, “In The Ziglar Show we live our code of values by…” and saying all those words as action words, “Influencing with great counsel, Nourishing with positive perspectives,” and so on. How am I doing, and how can I do better?

[34:17] Yeah, we say leverage. And that’s how we do it here in leverage. You know, it is not about making money; initially, it’s how we treat people.

[38:00] Step 3, “Lead by Example” – distribute to your team and for 30-60 days ask them to “beep” you anytime you violate a value. That takes some vulnerability and humility, yes? And creates a big anchor of accountability.

[39:00] It takes courage, because as the leader you’ve got to be vulnerable. For anyone who pretends they’re perfect is just kidding ourselves. So we can ask with the employees that, “Can you help me with that,” and then when they actually do, you have to bite your tongue.

[40:38] Step 4, “Systemize and Internalize” – create systems for how you will review values daily. Give us some examples in companies and families:

[41:10] In our company we like to simplify our things. It is like, “What can we do to not forget what we have to do?” So I will just recommend to listeners — keep it simple.

[51:13] Step 5, “Measure Your Performance,” survey your team and customers to find out how you are doing. I’ve found out you can’t rely on what people proactively tell you – which is the minority… it’s the ones you don’t hear from, the majority, that have what you need to hear. So you’re talking about literal, proactive surveying?

[51:45] It is really easy to do, as you’ve got the tools like SurveyMonkey, and it is so simple. This is what we do with our employees. What drives them crazy is asking how you are doing, how you are doing by department, by company, and then we rolled up to one final score. So, not bad in scoring 90, but it shows that we still have room for improvement.

[52:50] Step 6, “Cultivate Culture Ideas” – and you call us to get literal and make it tangible and, in essence, in stone. To ensure it’s not a mere “mission statement,” but actually becomes…the culture. Walk us through some examples.

[53:10] We create a recognition program in the corporation, and even at home with your children. You know, people love recognition. We gave our employees the opportunity to nominate one another. So they can nominate the one they believe is living up to the values. And in the final we gave one big trophy, bonus, and covered space for parking to the one. It takes commitment, it takes courage, because that employee has really studied the values of the company. There are lots of ways to cultivate the culture.

[54:45] So we are gonna draw everybody to go and create your culture workbook at dinadwyersowens.com. I wanna end with those individuals whom Tom mentioned, are working for the company, maybe not at the executive level, management level, but what are the things that they can do for their own personal empowerment to help bring some of these into their workplace?

[55:25] They could simply get clarity of their values, so individuals who care about leading their values, start with your own. And ask people you work close, to hold those accountable.