Align practices with principles

There are many examples of companies seeking to align practices with principles.

“Roseanna” alignment example

When ABC announced that it cancelled “Roseanne,” ABC’s entertainment president Channing Dungey’s comment read:

Roseanne’s Twitter statement is abhorrent, repugnant and inconsistent with our values, and we have decided to cancel her show.

Disney Chief Executive Robert Iger tweeted:

There was only one thing to do here, and that was the right thing.

Similarly, ICM Partners dropped Rosanne Barr from their talent agency. They described her offensive tweet as

antithetical to our core values, both as individuals and as an agency.

More and more, companies are moving quickly to ensure that their practices align with their core culture principles. For ABC, its programming is part of its products and services. These are key External Practices that must be aligned with a company’s core culture in order to drive success. When actors display opposing principles, there is only one solution: seek alignment. That means removal of a tv personality that is not a fit with the company.

Starbucks alignment example

In the case of Starbucks, they have instituted new anti-bias training–an Internal Practice— in response to an embarrassing action by a white employee with two of their black guests. The guests were waiting for a business meeting, and the white employee called the police. As a result, the police arrested the two black men. This behavior is in contract with their value: “creating a culture of warmth and belonging, where everyone is welcome.” In response to the incident, Starbucks also changed one of their services–an External Practice–by allowing anyone to use their bathrooms without making a purchase as long as they act responsibly.

Swiftly move to improve alignment

Yes, every company must be sure its employees are connected to the company’s mission. And every organization must have a clear set of principles and values that its employees and customers see as being core to the culture. Employees must live these principles each and every day. When actions are out of alignment, a swift move to improve alignment is the key for achieving success.

The goal for any company is to be who you say you are.