employ only people who can and will live your brand This is the final in a series of five thoughts addressing the importance of core values and culture in driving team productivity, maximising sales and margins, and minimising costs. There is almost certainly nothing more potent than core values that staff engage with and reflect […]

employ only people who can and will live your brand This is the final in a series of five thoughts addressing the importance of core values and culture in driving team productivity, maximising sales and margins, and minimising costs. There is almost certainly nothing more potent than core values that staff engage with and reflect in their daily behaviour, in terms of maximising return on investment and overall profitability. Competence is overrated. It would be absurd to engage a new staff member who lacked the skills and wherewithal to do the job they are being considered for. Notwithstanding this, competence alone is not enough. A recent study in the United States concluded that some 80% of the value in a potential employee is ‘below the water line’. While education and experience are relatively evident, values, beliefs and attitudes are not. Furthermore, those values, beliefs and attitudes will almost certainly have…