Today's post is a guest post by Mary C. Gentile, author of the book, Giving Voice to Values: How to Speak Your Mind When You Know What's Right.
Rebuilding Confidence in Business: A Practical Approach
Recent events have contributed to an ever-growing cynicism and even a sense of futility about the values and ethics of global business institutions. We have seen, for example, the creation and marketing of investment vehicles allegedly designed to fail, so that those in the know could short them; the knowing disregard of credit-worthiness requirements by banks and mortgage brokers; the practice of “cooking the books” over long time periods until seemingly solid and successful businesses collapse under the weight of their own false information, and the prioritizing the importance of time and financial pressures over safety requirements in the mining and extractive industries.
The costs of such transgressions are not only financial, human and environmental devastation; they contribute to a crisis of faith in the marketplace that paradoxically makes it even more difficult to fix what ails us. The more business leaders and employees believe that the system is corrupt, the less likely they are to feel empowered or motivated to behave differently. Research and experience suggest that among the most prevalent reasons for the failure of individuals to address problems in the workplace are a fear of retaliation, a sense that they are alone with their concerns and the belief that their efforts will be ignored anyway.1
So what’s a business leader to do, particularly when it comes to values and ethics? This can be a daunting challenge particularly because the received wisdom is that everything “starts at the top.”
The recognition that management is not a solo performance and that values-driven leadership behaviors are not only possible but required from any and every seat in the house suggests the need for a much more pragmatic, action-oriented approach to business ethics than the one that is usually undertaken. The typical best practices involve setting and communicating a mission statement and corporate values; external and internal statements from the CEO and senior leaders of the organization; employee training on the relevant laws, regulations and corporate policies, often illustrated by case examples; and a set of consequences – positive incentives as well as the threat of punishment – established to support the rules. It is, indeed, a very top-down approach but setting and communicating rules is not necessarily the same as creating a culture that encourages, enables and welcomes the voicing of values.
In fact, the typical approaches to ethics and compliance, although necessary, are not sufficient to counter the sense of futility discussed above. They are too often viewed as paying mere lip service and those employees who would want to take these values and policies seriously are too often ill prepared to do so effectively. A new, very practical, action-oriented approach is required to help them develop the necessary skills, the toolkit and the confidence required for “Giving Voice To Values” (GVV).
There are five distinctive features of this approach, described in the book, Giving Voice To Values: How To Speak Your Mind When You Know What’s Right (www.MaryGentile.com):
1) Asking a different question: GVV goes beyond the question, “What is the right thing to do?” in a particular situation, to ask and answer the question, “When I know what the right thing to do is, how do I get it done?” This approach to thinking and training about ethical conflicts in the workplace starts from the assumption that managers very often already know what is right. GVV then focuses on figuring out, pre-scripting and practicing what they need to say and do in order to be heard. This approach is not about preaching or arguing or even merely inspiring; it’s about building the “muscle memory” for voicing values by means of actual rehearsal, individually, in organizational training sessions, or by means of internal coaching.
2) Spotlighting positive examples: Research and experience support the power of storytelling for building and sharing organizational culture.2 Too often, however, when organizations, and their leaders and employees turn to the topic of values, the emphasis is on the negative stories. There can be a sort of “scared straight” approach that is often more disempowering than anything else.
On the contrary, sharing the stories of times when individuals have, indeed, found ways to respond to the all-too-common values challenges in an organization can have a profound impact. This can be particularly so if the stories are not shared as examples of heroism, but rather as roadmaps and toolkits to be mined for effective strategies. The point is not to celebrate the individual hero, but rather to counter the fear that no one actually does this and to provide concrete examples of how it might be done well.
3) Playing to individual strengths: Again, the “Giving Voice To Values” approach to a common management development tool – self-assessment – turns conventional strategies on their heads. Although the focus here is on ethics and values, the GVV emphasis is not on “values clarification” – assessing what one’s core values are – but rather on identifying and using one’s communication and style preferences to become more effective at voicing values. In other words, rather than preach to assertive risk-embracing managers that they should be more cautious and restrain themselves, this approach would say “Embrace that risk-taking personality and use it take risks in the service of your best values.” Or, on the other hand, rather than exhort the more conservative and reticent employees to be bolder, the GVV approach would say. “Find a way to frame your values conflict so that acting on your values appears safer than not doing so.”
4) Pre-Scripting: One of the most powerful and effective strategies that organizations and their leaders can use to empower voice and combat a sense of futility in the workplace around voicing values is to provide opportunities to literally pre-script their responses to values conflicts. That is, use informal conversations, team meetings as well as formal training sessions to provide the opportunity to identify the most frequently heard “reasons and rationalizations” for NOT acting on one’s values. Employees can then work together to craft persuasive responses to those arguments and practice delivering them.
Interestingly, when this is done, it quickly becomes evident that the rationalizations for not acting ethically are finite and fairly predictable. And perhaps most importantly, they are vulnerable to refutation.3
The responses, of course, need to be refined and often the strategies used are less about arguing than they are about finding win/win’s or framing new questions or quantifying the costs of not enacting one’s values just as clearly as one has quantified the feared consequences of doing so. Anticipating these arguments in advance, thinking through their vulnerabilities beforehand, and defusing their impact are powerful tools.
5) Peer coaching: Building formal and informal opportunities to practice the scripting described above, and to work with one’s colleagues to make them more persuasive creates the sense of a community of values-driven actors who are countering the feeling of isolation and making it more likely that employees can and will act.
Each of these five behaviors is both a key component of a more action-oriented training program around values-driven leadership and behavior in an organization, as well as a mechanism that any individual – from the top of an organization to the bottom and back again – can practice and apply on their own.
A business leader cannot create a values-driven culture with rules and mission statements alone. And employees will not be effective if they merely speak out for their values, without thinking about how to help those expressions be heard and without offering to help find ways to address them. Organizational leaders and their reports must act their way into an organization that can appreciate and positively respond to expressions of values and attempts to enact them. Through pre-scripting, rehearsal and peer coaching, leaders learn to listen and employees learn to speak, creating a circle of practice that removes values from the realm of aspiration and positions them squarely within the realm of everyday business practice.
- “Debunking Four Myths About Employee Silence,” James R.Detert, Ethan R. Burris and David A. Harrison, Harvard Business Review, June 2010.
- This phenomenon has been studied and explored by numerous scholars and practitioners, from Gareth Morgan to Joanne Martin to David Cooperrider to Stephen Denning.
- See more on responding to “reasons and rationalizations” in Gentile, Mary C., “Keeping Your Colleagues Honest,” Harvard Business Review, March 2010.

