Core Values vs. Core Feelings

When a company disregards their values, customers will disregard them.

A Chief Marketing Officer has two publics to serve:

• Customers (and Prospects)

• Internal Customers

  • CEO

  • Everyone Else

But the core tenant that encircles all of the work from a CMO is Core Values. Those are the few key things that the Board and senior leadership have deemed the North Stars and pivotal to success in the industry and product(s) you have.

When pressured to change values over the past 12 months, some organizations, have.

Others knew (and actually believed in) their values and did not hesitate to defend their Core Values.

Costco's CEO on DEI policies:

“If these are the policies you see as offensive, I must tell you I am not prepared to change."

It is clear when DEI policies and programs are in place, growth and vitality follow. If you think I’m just speaking about feelings, guess again.

Those organizations who leaned into their values saw their reputation scores increase in the first half of the year.

Next step for CMOs: Speak louder.