Forbes contributors publish independent expert analyses and insights. I am the Kester and Brynes Professor at Columbia Business School and a Chazen Senior Scholar at the Jerome A. Chazen Institute for ...

Consider the foundation on which your business lies. What are the underlying values? What is the mission, vision and purpose? These are often overlooked but are important when setting a strategy for ...

During the 1990s, a new trend swept the business world: Large companies began publicly articulating their moral convictions in what became known as core value statements. Shawn Pope is an associate ...

A clear value proposition simplifies why customers should choose you. Tailor UVPs for brands, products or features to resonate effectively. Highlight unique benefits that solve customer problems ...

Aspirational statements sound good, but if they’re not accompanied by visible efforts to achieve those aspirations, they’ll quickly be viewed as symbolic of an organization’s failures.

You might want to be a little more specific than this. This summer, teams will go away on team retreats or leadership summits to set those values. Far fewer will do anything about them. Just 10% of ...