April 17, 2025
by Jon Hodgin
We all want our teams to “get it.” They should relentlessly embrace organizational vision and live by our core values. They should be naturally “on board.” Unfortunately, employees often get lost in a company and miss the real reason the organization exists. Many not only fail to embody the vision and values, but some have never heard them uttered by leadership. It’s our job to ensure each person understands why an organization exists and continuously reinforce how their actions make a difference.
Our company is led by a very charismatic man, Tim Stanley. Tim loves to share his vision with those who show interest. When I began working for him, we would often meet at the end of the day and discuss where he saw the company going. He passionately described his goals, underlying motivations, and what he wanted to see from our teams. It was a great experience for me and helped me develop as a leader. I “got it” and was “on board.”
As the company grew, he didn’t have time to have intimate discussions with every new team member. He and I talked about that. I felt if the rest of the team could see and hear the vision and values, we could have more people bought in. As the owner and leader of the company, he needed to articulate this for our growing teams.
The process of developing our values was a long journey. Our first attempt only amounted to a large pile of words. I made posters with our purpose, vision, and values, and the print was so small it barely fit on the printed paper. The team really didn’t “get it.” It was too much, confusing, and impersonal. We attempted a few iterations but never saw the engagement we were seeking.
In our second iteration, we discussed this issue with a leadership consultant, and it finally clicked. We needed short, succinct statements of our core values coupled with regular discussions about what they meant. Here are the results:
“Build Trust with Communication”
“Relentless Pursuit of Excellence”
“Our Client’s Problems are our Priority”
“Do the Right Thing”
“Innovate. Together”
These have been consistently repeated throughout the company. We now see significantly more impact from the shared values and more team members are truly on board. Our leaders live them out, recognize them in our staff, and repeat them as part of our company vocabulary.
The Philosophy of Repetition
Clarity emerges through repetition. For individuals to truly embrace values, they need to hear them repeatedly. One-time meetings, memos, or posters are not sufficient. Instead, values should be woven into the daily fabric of the team’s routine and personified in leadership.
Simon Sinek famously notes, “Repetition is the mother of all learning.” This statement is not just about memorizing information; it’s about making core values a natural part of the team culture.
When leaders regularly repeat the organization’s values and get employees to emulate those behaviors, they start to feel connected to those values. According to a study by the National Training Laboratory, retention rates can increase from 5% through hearing something to 75% by practicing it.
As we work with our team members, we are intentional to recognize times when they practice core values. Then, we celebrate that person displaying that value.
Why Repetition is Key
Our brains naturally remember information better when we encounter it multiple times, a principle known as spaced repetition. This technique is effective in educational settings and can yield similar results in professional environments.
1. Reinforcement of Values
When people hear company values regularly, they are more likely to remember and uphold them. For example, if a company’s core value revolves around relentless pursuit of excellence, reiterating this in different contexts—like meetings, emails, or team-building activities—can lead to an increase in customer satisfaction ratings. Personal and team pride are driven around the specific values.
2. Creating a Common Language
Repetition helps establish a shared vocabulary among team members. When everyone is frequently exposed to the same phrases that describe core values, communication becomes more effective. This shared language can reduce misunderstandings. For example, when we say we are, “Doing the right thing,” everyone knows the right thing is ethical propriety above all else and not helping a customer no matter what.
3. Built-in Accountability
Frequent promotion of values develops accountability. When expectations are defined clearly and revisited, team members hold each other accountable. A workplace culture built around shared values can lead to an increase in team trust as no one needs to guess what the company values are. When they see a violation of culture from a subordinate, peer, or supervisor, they can point at the wall or Tim’s latest speech to correct the issue.
Practical Ways to Implement Repetition
Understanding the importance of repetition is one thing; applying it is another. Here are some actionable strategies to seamlessly incorporate core values into our team’s everyday tasks.
1. Kick-off Meetings
Start each team meeting with a brief conversation about one of the core values and its relevance to current projects. This approach sets the tone and reinforces values by having everyone talk about it, helping team members identify them in their work. Don’t be a talking head but facilitate a dialogue.
2. Visual Reminders
Use visual reminders like posters, displays, or digital screens around the workplace that feature core values. Research shows that visual cues can improve recall and lead to a 50% higher recognition rate of company values among employees. We first used posters and now have monitors to display an image for each of the core values.
3. Storytelling
Regularly share stories that illustrate core values in action. Showcasing real-life examples helps to anchor these values in the minds of team members. For instance, every week, highlight a team member who provided exceptional customer service, linking this behavior back to the company’s commitment to excellence.
4. Feedback Loops
Encourage public discussions about how well the team embodies these values. Use feedback sessions to clarify expectations and emphasize the meaning of these values in day-to-day roles. This two-way communication fosters a culture where values are actively assessed and integrated.
5. Employee Recognition
Recognize and reward behaviors that exemplify core values. Whether it’s through shout-outs in meetings or a monthly rewards program, public acknowledgment boosts morale and encourages others to follow suit. This step can lead to a considerable increase in employee engagement and satisfaction.
Tailoring Repetition for Your Team
When we act out our values, we show our teams that we believe in those principles and “practice what we preach.” Without that, we will struggle to advance our company values.
Remember that everyone receives information in a slightly different manner. For instance, some individuals learn better through listening to discussions, while others prefer visual aids or reading materials. Tailoring approaches can enhance the impact of your repetition efforts significantly, helping team members internalize values more effectively.
Placing emphasis on ‘repetition, repetition, repetition’ serves as a crucial reminder about the power of consistent reinforcement in creating a unified team environment. By embedding core values into every interaction—be it through meetings, visual cues, storytelling, feedback, or recognition—you can instill a culture that not only understands what those values are but truly lives by them.
Jon Hodgin is Vice President of Information Technology for TDS IT in Northwest Arkansas. Jon thrives on helping others succeed. In 1998 he began his career in technology with a vendor for a global retailer. Since 2006 he’s been with TDS IT and is working to build the managed technology services division of the company. When he is not at work he might be found enjoying time with his family, wandering in the Ozarks, or out on his kayak looking for rapids or fish that might be biting.
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