Built on Values: Creating an Enviable Culture That Outperforms the Competition
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More About This Title Built on Values: Creating an Enviable Culture That Outperforms the Competition


Most leaders know that a winning, engaged culture is the key to attracting top talent—and customers. Yet, it remains elusive how exactly to create this ideal workplace —one where everyone from the front lines to the board room knows the company’s values and feels comfortable and empowered to act on them.

Based on Ann Rhoades’ years of experience with JetBlue, Southwest, and other companies known for their trailblazing corporate cultures, Built on Values reveals exactly how leaders can create winning environments that allow their employees and their companies to thrive. Companies that create or improve values-based cultures can become higher performers, both in customer and employee satisfaction and financial return, as proven by Rhoades’ work with JetBlue, Southwest Airlines, Disney, Loma Linda University Hospitals, Doubletree Hotels, Juniper Networks, and P.F. Chang’s China Bistros.

Built on Values provides a clear blueprint for how to accomplish culture change, showing:

  • How to exceed the expectations of employees and customers
  • How to develop a Values Blueprint tailored to your organization’s goals and put it into action
  • Why it's essential to hire, fire, and reward people based on values alone, and
  •  How to establish a discipline for sustaining a values-centric culture

Built on Values helps companies get on the pathway to greatness by showing the exact steps for either curing an ailing company culture or creating a new one from scratch.


Ann Rhoades is President of People Ink, which helps companies build values-based corporate cultures using the Values Blueprint principles, and CEO of CareLeaders, LLC. She was one of the five founding executives of JetBlue Airways, Chief People Officer for Southwest Airlines, and Executive Vice President of Team Services at Doubletree and Promus Hotel Corporations. Today, she continues to serve on the JetBlue Board of Directors, as well as on the boards of P.F. Chang's China Bistro; HireVue, Inc.; Anderson School of Business at the University of New Mexico; ACCION New Mexico - Arizona - Colorado; and is board chair of Safer New Mexico Now. She lives in Albuquerque, New Mexico.?

Nancy Shepherdson is a freelance journalist who has written more than 500 articles and five books over the past twenty years.


Foreword, v

by Steven R. Covey

Introduction: Launching a Culture Change the Right Way ix

1 is a values-based culture worth the effort? 1

2 so how’s that working for you?”: uncover your company’s true values 17

3 craft your values blueprint: the foundation of everything 33

4 fill your company with a players: a values-based way to hire 51

5 let your employees impress you: implement a value-centered metrics system 71

6 reward culture change: values as a competitive advantage 91

7 astonish your employees: inspire culture change from the c-suite 111

8 reinforce your values culture: be excessive about communication 129

9 continuous discipline: create a plan for culture maintenance 151

Leader’s Toolbox 169

Notes 205

References 211

Acknowledgments 215

About the Authors 219

Index 221