There are two prerequisites for establishing a corporate culture and having an effective effect:
First, the values of the company’s leaders. A company’s leader’s values have a decisive impact on corporate culture. For examplewhat kind of person the leader likes to use, what kind of image the company will show; if the leader hates bureaucrats, the employees will not be swayed; if the leader hates rambling, the employees will not be passive; the leader pursues perfection, Employees pay attention to details.
Second, the wishes of company members. In this regard, it is necessary to build four “communities”: 1. Build a “community of interests” with the company’s grassroots; 2. Build a “development community” with the company’s middle management; 3. Build a “business community” with the company’s top management; 4. Shareholders of the company build a “spiritual community”.
When the company meets these two conditions, it only needs to go through four steps to complete the establishment of corporate culture.
The first step, is to identify the “characteristics” of the company’s product or service. An industry has a “primary culture” and a product or service has a “subculture”. Different products or services have different cultures. What are “major cultures” and “subcultures”? For example, the culture of a country is the “main culture”, and the culture of a city is the “subculture”. “Confucian culture” is China’s “main culture”, Beijing’s “capital culture”, Shanghai’s “concession culture”, Chengdu’s “Bashu culture”, these are all “subcultures”. Even in the same industry, there are different corporate cultures. For example, L’Oreal sells cosmetics on the surface, but in fact the company sells not “cosmetics”, but “philosophy of beauty”.
The second step is to find the “shared values” of the company and all members; such as Alibaba’s basic values:Mission, vision ,position. “Mission” is who the company wants to achieve? Achieve employees, achieve customers, and achieve business; “vision” is what areas become better because of the company’s corporate culture? “Positioning” means that the company is a “business ecological service provider” and wants to build a service platform for customers.
The third step is to “instill” the “shared values” into the minds of every member of the company. For example, the common values of all members of L’Oreal are: beauty is a kind of strength, beauty is a kind of cultivation, beauty is a kind of thought, beauty is a way of life. L’Oreal is constantly instilling this value in its employees, so that anyone who joins L’Oreal’s employees will become attractive.
The fourth step is to let employees express this “shared value” through actions, behaviors and images every day. For example, the corporate culture of Century Hotel: “How can we sleep comfortably if we don’t make your bed comfortable”;
Well, the series of articles on “Corporate Culture Positioning” in the fourth section of “Wealth Comes from Positioning” will be shared here today. Follow me, your entrepreneurship is no longer confused. Please see the next article: How to improve corporate culture?