Core Values: A Background
In order for Core Values to be generative, ever-present and powerful, they must live in your practice. The dentist and the staff members fully align on the Core Values and then promote each and every action (and interaction) guided by these values. The findings are clear — the more consistent a dental practice operates within its Core Values, the higher the performance and the greater likelihood that results will be consistently produced.
The process for isolating and articulating dental practice Core Values includes: each member of the practice, the doctor and all staff, complete a Core Value Inventory. Before the dentist checks off on which five values to select, he or she runs each value through the Core Value Test. Then, and only then, when their core values pass this challenging gauntlet, the dentist completes the Core Value Inventory. At the same time, the dentist instructs the staff to complete the staff’s Core Value Inventory individually.
When the dentist and the staff have submitted their responses, it becomes apparent where the Core Values are aligned and where they are not between the dentist and the staff, and among the staff themselves.
Generating Alignment and Selecting Dental Practice Core Values
The next step is to schedule a staff meeting and present the CVA report. The dentist will reveal his or her top five core values, to what degree these five are supported by staff, and the staff’s own combined top five core values. Before trying to come to agreement on which values are going to be retained and which discarded, we ask the dentist and staff to determine mutually agreed upon definitions for each value.
In expressing and moving to agreement on mutually acceptable definitions for each value, an essential activity occurs. As the team grapples with agreement on the meaning of each core value, they are learning how to generate alignment through working together. As the staff and the dentist go through this process, the dentist learns how attached and how important certain values are to staff and why. When they come to the next stage, the dentist will have a better idea of how to move the interaction so particular values are kept and others are purged.
Here is a sample from a client’s values and definitions:
- Integrity: We are honest. We do what we say we will do.
- Courage: We have the courage to do the right thing simply because it is the right thing to do.
- Respect: We treat our patients and each other the way we would like to be treated.
- Excellence: We strive for excellence in all we do. Good enough isn’t good enough.
- Improvement: We strive to get better at what we do every day.
- Service: We are here to serve our patients at a level higher than they have ever experienced.
- Profit: It is absolutely necessary that we are profitable. Without profit, we can serve no one.
Once everyone has come to agreement on a definition for each core value, then another staff meeting is scheduled. The purpose of this next meeting is to generate the final Core Value list, the values that will be retained and venerated. Coming to agreement, aligning on what core values should be kept and those that do not make the “final cut” is not easy.
You’ll notice in your CVA there will be some values that the staff is very attached to but when closely examined, will not forward the vision, or further accomplish the mission of the practice. There are some values on your list that staff didn’t have on theirs, but you realize are fundamental and critical. And there are some values on the staff’s values list that would greatly benefit the practice — both from a performance point of view but also for staff loyalty and retention.
What Values do Your Patients Want in a Dental Practice?
There are a number of ways to cull your list. We suggest you ask questions, what values would patients want in a dental practice? What values would attract the market? What values would enhance staff teamwork and performance? What values if not present would have you quit our practice? What values would increase satisfaction, patient, staff, and doctor? Use the Core Value Test and read those questions as well to help you decide.
You want to get down to what’s absolutely essential. You want to end up with the least amount of values that will give you the most potent set of values that if fully operational will push and prod you, the staff and the practice. The list above is a very good example of this.
Once your list is finalized, now comes the next step, to turn the subjective into the objective. The next step is to press these values into Core Value Behaviors that are measurable.
— Marc
