This is the fourth and last post in my series on values. Understanding values and their impact on our lives is particularly important to me.

Like many people, I fell into my career. All my plans and dreams were pushed aside in favour of a paycheque and a company car.

My seduction by a good job wasn’t a bad thing; indeed, it was the mature thing to do. It only became a problem when I realized I didn’t like the job itself but continued on because I liked the money and the prestige. Despite external success, I spent thirty years feeling terribly unhappy about my life.

It took me all those years to figure out that the source of my unhappiness was my failure to adhere to my core values. My external success came from the misguided value I placed on money and appearances. I figured if I had monetary success everything else would follow. In fact I had it exactly backward. When I finally figured out in my fifties what was really important to me I was able to change my life. Now I have external success and internal happiness and the sense of accomplishment that escaped me for so long.

When I look at the wealthiest, self-made people in the world I don’t see people obsessed with money; I see people obsessed with doing things they love or that are important to them. They may be miserly or lavish with their money but they thrive on the work they do. The Forbes list of the world’s billionaires is filled with such people.

Money isn’t the only thing we get wrong. Children take up the family business rather than pursue their own dreams. Both parents work not because they must or want to but because they’ve bought into a double income lifestyle for their kids. Doctors, lawyers and other professionals struggle on even when they find out that they don’t like the job. They won’t walk away from the monetary investment in their education and the psychological investment in their career choice.

I recognize that we can’t all do what we want. We sometimes don’t have a choice. For those that do, please don’t waste another moment. Figure out what is really important to you and start doing it.

So, with that background, let’s move on to the final post in the Values series.

Core Values Part IV

This final post in my series on Core Values is written at a time when Tiger Woods is under intense scrutiny for his personal failings. Tiger Woods Inc. generates tens of millions of dollars of revenues each year. (The figure I heard most recently was $95 million annually.) The brand has been carefully nurtured and developed from the time Tiger was a two year old appearing on the Mike Douglas Show (video). For his whole life Tiger has been presented by his father and others as someone special, a man with a destiny not only on the golf course but beyond.

At this time, Tiger’s public image and his brand are in shambles. His confessed infidelities are so far removed from the persona he portrays that the world was first in shock and disbelief, then in disgust and now in confusion. He is still the best golfer in the world and his philanthropy is legendary but he is not the man his brand presents. His lack of authenticity is causing the damage to his brand. Simply put, we loathe a fake.

(One must wonder about Tiger’s recent performance on the golf course and how his hidden transgressions may have been affecting him. For the first time in his career he lost a major tournament after being tied or in the lead going into the final round (The 2009 PGA Championship in August). Also, 2009 is the first year since 2004 that Tiger did not win a major. Was he already feeling the heat from his wife, Elin?)

Tiger’s woes are an extreme example of the importance of espousing our true values. Don’t say one thing and do another. And we can only espouse our true values if we know what they are, thus my emphasis on uncovering them.

Once you’ve uncovered your values, write up a second list that identifies values important to the success of businesses in your industry. Do both lists line up? If you value excellence but you are in an industry that requires compromises on quality or service, you may struggle. If customer service is not important to you but it is for the success of your business, you will struggle. Better to identify any incongruities now than thirty years from now like I did.

If all your values line up and provided they confirm that you are in the right business, ask these key questions:

• Have you hired people who have similar values (or values that fit well)?

• Do you have the kind of customers who will respond positively to your values?

• Are your vendors compatible with your values?

• Look at your competition through the lens of your values and the list of values that are important for success in your industry. Do they have any weaknesses? Do you have any advantages?

• Do your strategies align with and build on your values?

The answers to these and other questions provide the foundation for developing strategies, goals and objectives for your business. Without going through the work to identify your true values, your strategic plan will be less sound.

The next post will be first in a series on strategy development that builds on vision and values.