Business information written specifically for newspaper advertising departments

Company Culture in Five Steps

Vik is the founder and CEO of The Culture King, a company that helped Zappos.com create its now nationally recognized company culture that has created both loyal and satisfied customers and employees. In his new book, Vik offers five steps for creating the company culture you want.

In the latest issue of AtF’s “Off the Cuff,” we sat down and discussed company culture and what it takes to build the culture you want. With that still in the backs of our minds, we’re adding Dr. David Vik’s new book, “The Culture Secret: How to Empower People and Companies No Matter What You Sell,” to our summer reading list. Vik is the founder and CEO of The Culture King, a company that helped Zappos.com create its now nationally recognized company culture that has created both loyal and satisfied customers and employees. In the book, Vik offers five steps for creating the company culture you want.

1. A Vision: In order to guide your employees to conduct business in a manner that reflects the culture you want, you must, first and foremost, have a vision. According to Vik, this is a short, accurate and memorable definition of what your business does.

2. A Purpose: Not only should employees understand what the company does, they should know why they do it, and it should be a compelling reason in order to keep employees satisfied in their work. We all go to work day-in and day-out for a paycheck, but that will only keep employees satisfied for so long. As workers, we want to feel as though we are contributing to a greater purpose, not just a bottom line. In order to retain employees, defining your purpose is key.

3. A Business Model: In order to gather loyal customers, your business model must deliver on the client’s needs and wants. If it works against what the client wants, they won’t stay with you for very long.

4. Unique Features and Offerings: It’s essential to stand out from the crowd in terms of your products and services, but also as an office. In order to attract customers and employees, your offerings and must be exemplary. Customers will appreciate that you serve the community in a way that goes above and beyond your competitors’ offering, and your employees will find more value and reward in their hard work.

5. Values: Take a look at your company as it is now and decide if reflects the values you want for a company. If not, you must lead by example and train your employees to work in a way that reflects your company’s values to the outside world. Eventually, those values will become a recognizable feature of your company to both employees and customers.

In order to determine your company’s vision, values and the rest, you must take your customers’ and employees’ needs into consideration and create a culture framework around those facets. Then, implement Vik’s five steps through leading by example and training your employees until your culture is inherent to the company.

Also, make sure to read our “Off the Cuff” on creating company culture in the April/May/June issue of Above the Fold!