And yet, most executives get all twisted around when it comes to operationalizing these values. Comparatively speaking, they spend entirely too much precious time and energy crafting precisely worded mission, vision, and value statements, instead of making darned sure every human being on their payroll truly understands and appreciates what all that stuff means. 

In case after case, what we call "Contented Cow" companies help their people see, feel, and appreciate what's really important in their organizations, and how these values and priorities relate to what people do, and the roles they play. Although their efforts aren't usually the slickest or fanciest, they are clear, consistent, and "udderly" compelling.

One of the better examples we've seen is Toronto's Maple Leaf Sports and Entertainment (MLSE), a company that caught our attention because of their efforts to keep their articulated mission and values alive and functioning well in everything their workers do on the job.

The diversified company owns four Toronto professional sports teams- the Maple Leafs (NHL) and Marlies (AHL) hockey teams, the Raptors (NBA) basketball team, and the Football Club (FC) soccer team. They also own and operate the magnificent multiuse Air Canada Centre, home of the Maple Leafs and Raptors and Canada's premiere entertainment venue, hosting dozens of live concerts and other events every year.

MLSE is in the business of producing fun, something that is in short supply in a world where people are wound way too tight. Even the company name sounds fun-and by all accounts, working there is just that.

The company uses sports-themed vernacular to describe almost everything they do. They have an Employee Playbook and refer to new hires as Rookies. One outstanding manager, regardless of department or rank, receives the Coach of the Year award annually.

But here's something they do to make their values "stick". Every month, the company chooses four "Stars" based on outstanding work that exemplifies (and reinforces) the company's four stated values:

* Excite every fan.

* Inspire our people.

* Be dedicated to our teams.

* Be leaders in our community.

In addition to the four Stars, a Player of the Month (POM) is also designated. Not only is the name of the award a twist on what so many call Employee of the Month (yawn), but the selection criteria are also different from many EOM programs we've all seen-those in which a good employee who hasn't yet had the honor gets the nod, and the attendant parking spot, for that month.

In contrast, MLSE's POM is the employee whose work is deemed to have had the most significant impact on the company's success during that month.

At year's end, the organization creates a roster of All Stars populated by 8 of the year's 48 value-specific Stars, two from each value. Then the entire employee population elects the year's Most Valuable Player from the 12 Players of the Month.

The seriousness with which MLSE takes these designations, and the clear linkage they make to their four values, contributes in large part to the fact that these values are baked into every job at MLSE. In fact, most MLSE employees could tell you without having to refer to the Employee Playbook what those values are and how their jobs relate to each.

So how does it translate into what people actually do at MLSE? Here's but one example: Brad Lynn, who was recently named a Star under the value of "Excite Every Fan," pulled some previously unpullable strings to allow two young local hockey teams to take a quick tour of the Marlies' locker room while the team was warming up on the ice. When you understand the position that hockey plays in Canadian culture, you know what a big deal this is. Brad's ability to accommodate such a last-minute request gave a bunch of kids a memory of a lifetime.

So, the question for each of us is: What are we doing to make sure everyone on the team has a clear sense of our most important organizational priorities?

We'd love to hear what specific things you're doing along these lines. If you've got a great idea you'd like to share with us, please get in touch.

Thanks!