The Values Gap: What Do You Really Stand For?

In this episode of On Brand, host Nick Westergaard welcomes Paul Ingram, Columbia Business School professor and author of *What Do You Really Stand For?*, to tackle the pervasive 'values gap'—where organizations espouse values on walls and websites but fail to live by them in practice. Ingram shares research-backed insights showing that most people lack clarity about their core values, and organizations often suffer from too many values, diluting their impact. He emphasizes that simplicity (limiting values to 3–5) and inclusivity in the values-clarification process are critical for authenticity and buy-in. The conversation explores how values fuel performance, resolve conflict, and enhance culture—not by eliminating tension, but by providing a framework to navigate it constructively. Ingram also highlights storytelling, concrete behaviors, and symbolic representations (like Slack emojis or archetypes such as Miles Davis at Eleven Madison Park) as powerful tools to operationalize values in daily work life. The episode closes with Ingram sharing his personal connection to the brand Etro, which embodies his value of creativity. Key takeaways include: (1) Limit organizational values to 3–5 to ensure clarity and impact; (2) Involve all team members in co-creating values to build ownership and authenticity; (3) Translate abstract values into specific, observable behaviors at the team level; (4) Use storytelling and symbolic icons (e.g., Slack mojis, personified archetypes) to make values tangible and rewarding; (5) Recognize that conflict is inevitable but can be productive when grounded in mutual respect for shared values. The overall tone is optimistic and empowering, emphasizing that values, when properly defined and lived, are not fluffy ideals but practical tools for leadership and brand strength.