This document discusses the importance of defining clear company values, especially for attracting millennial talent and customers who will make up the majority of the workforce and customer base in the next few years. It recommends that companies define no more than 5 values that are not ambiguous and focused on talent and customers rather than business goals. Generic, conflicting, or changing values will undermine trust. Well-defined values that resonate with millennials can help attract both talent and customers.

1. COMPANY VALUES:
MARKETING PROTOCOL OR SUPERPOWER
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Andriy Mudryy
Founder @ addWise | Mgmt Consulting
Project Manager @ Sigma Software

2. THE GOLDEN CIRCLE
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WHAT: We make great Products
HOW: Our products are easy to use and beautiful looking
WHY: Want to buy one?
WHY: We challenge the status quo and think differently
HOW: We make beautifully designed products that are easy to use
WHAT: We just happen to make great products
WHY: Mission HOW: Vision WHAT: Values

3. TOP 25 UA COMPANIES
(DOU-2019)
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MISSION: 48% DEFINED THEIR MISSION
VISION: 32% DEFINED THEIR VISION
VALUES: 56% DEFINED COMPANY VALUES

4. VALUES &
THE MILLENIALS
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2020: MILLENNIALS ARE 50% OF TALENT
2025: MILLENNIALS ARE 75% OF TALENT

5. 5
Care & Dare
Autonomy of decision making
Mutual respect & commitment
Invest in education and IT ecosystem
Deliver excellence
Orchestrating brilliance
Create value for client
Productive communication
Customer collaboration
People, processes, tools
VALUES EXAMPLES

6. WHAT ARE GOOD VALUES?
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6
§ < 5 values (2 talent oriented, 2 customer oriented)
§ Not ambiguous
§ Worked out by C-Level & Founders (not HR or PR)
§ What you value / not what business goals
§ Resonates with talent to attract
§ Resonates with customers values not goals

7. VALUES & THE MILLENIALS
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2020: 30+% CUSTOMERS ARE MILLENNIALS
2025: 50% CUSTOMERS ARE MILLENNIALS

8. VALUES & THE MILLENIALS
§ GENERIC VALUES = NO VALUES
§ CONFLICT OF VALUES = VALUES DON’T MATTER
§ DEVALUATION = LOSE OF TRUST
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9. QUESTIONS?
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10. CONTACTS
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FACEBOOK: mudry.andriy
TG: amudryy
INSTAGRAM: amudryy
LINKEDN: mudry
TELEGRAM: t.me/Mudryy_PM