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www.canadianlawyermag.com/inhouse 31 Daniel Kahneman (behavioural economist, psychologist and Nobel Prize 2002 winner) proved how much of our decision-making happens at an intuitive, emotional level. In my own TEDx talk, I share a quick two-minute example to demonstrate how much emotions shift perceptions. Storytelling, sensory engagement, personalisation and unique experiences are your toolkit here. So look for ways to bring values to life through personalised stories and sensory submersion. This is where the soft, fun touches often associated with the Instagram-perfect business snapshot fit in — along with CSR (corporate social responsi- bility) initiatives. Which leads us nicely into the importance of service value. 4 Service value. The next genera- tion of employees (even customers) is noted for being more concerned about the impact of their employers (and providers) than ever before. Service value is something you now ignore at your peril. The 2015 Nielson Global Corporate Sustainability Report found that 66% of global consumers would pay more for sustainable brands and 73% of millennials would pay extra for the same. The same results are seen in a survey of millennial employees. Engage for Good cited the following figures for 2019. • 75% of millennials would take a pay cut for a business with solid CSR • 76% would take it into consideration when choosing an employer • 88% felt more fulfilled when their work made a positive social impact Communicate to employees the positive, long-term, thought-out possibilities of your business values that enrich the lives of others and respect the community and environment. 5 Relationship value is the ace card. The 80-year (and still going) Harvard study of adult develop- ment has revealed that the secret to fulfilment lies in the quality of your relationships. Harmony in the workplace is far better than back-door politics or furore. Jack Welch (former CEO of GE) articulated well that the "biggest dirty little secret in business" is a lack of candour. Create a culture of authen- ticity, candour, kindness and love, which leads to a culture that taps the magic ingredient of 'discretionary effort.' Your people love what they are doing and contributing to, and love being part of the crew. Tapping into all of these ideas helps fill the value buckets as part of a roadmap to bringing those words on a poster (or short statements painted in wonderful brand colours on a wall) to life! Create a culture of authenticity, candour, kindness and love, which leads to a culture that taps the magic ingredient of 'discretionary effort' Mark Carter is the author of Add Value, published by Wiley. He is an international keynote speaker, trainer and coach with over 20 years' experience as a global learning and development professional.

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