Value and Values

The late senator from California, Alan Cranston, once remarked: "Unless you have a sense of values that's shared by people and turns them loose to do certain things on their own within those sets of values, the organization, whether a nation or citizen or group, just doesn't work very well."   Average customers today are looking for value, but they also are looking for values from companies they patronize.  One of the challenges for business leaders is to marry these two offerings.  Those who succeed develop loyal and enduring customers who come to see the organization as something more than a purveyor of goods or services.