Values. It’s a word we all hear, but more than likely most of us have never given the concept enough credit for the impact values have on our lives.
Our values, quite frankly, define us. They govern a person’s desires and how they are expressed. They are what motivate us and shape our behaviors.
Values affect all decisions, for things as simple as the brand of shampoo we buy to more complex decisions like which company we chose to work for or buy from.
Values aren’t limited to people. Companies have values too; in fact values form the basis of company culture. That is why Zoracle’s SpotOn! profile assesses both the values of a franchisee and franchise system. I made a brief argument last week in the article: The 3C’s and How to Use Them in Franchisee Selection about values, but now we’re going to really break it down.
The Four Categories of Values: Achievers, Belongers, Emulators and Societals
ACHIEVER
The Achiever, much like the name suggests, is driven by success. Achievers have a strong desire to dominate and grow. They are well respected among their colleagues, but can be perceived as intimidating. The Achiever values structure and predictability prefer unique high quality products and services.
Achievers prefer working with skilled employees or partners delegating and empowering them to get the job done. Achievers are often in positions of power, and once they reach the top, that isn’t enough – they must remain there and be the best.
Additionally, Achievers have long term visions, making them great leaders – they can see the end result, and are willing to wait to on ROI. Business to them is a complex game of strategy.
BELONGER
Belongers are the most safety-conscious out of the groups. They are drawn to systems and things that have been proven over time. They are suspicious and cautious of new ideas, adverse to risk.
Unlike the Achiever who is willing to wait for their ROI, Belongers need a quick return on their investments. Belongers are loyal and highly committed to their families and/or community organizations that they may be involved in.
Highly systematic, Belongers will be tenacious business builders in the right business. Systems for the Belonger represent safety and they will follow and comply with rules. Because of their commitment to family, friendship and community, they build long-term relationships.
EMULATOR
Emulators are the mover shakers of the bunch; extremely persuasive and driven. They are drawn to what is new, sexy and trendy. Emulators are creative, innovative and not afraid to take risks.
Because of their confidence and high almost chameleon-like social skills, they frequently have high social capital (large networks). Emulators are likely to be early adopters, driven by the innovation and the prestige of potential success. They are image-conscious and have a fear of appearing inadequate and failing. Those fears are often the driving forces that push them to succeed.
SOCIETAL
Societals are highly educated and have the highest income of the value sets. Societals are driven by innovation, service and contribution. They operate from a position of high moral and ethical principles.
Societals are drawn to cause-based products and place high value on knowledge, creativity and desire to leave a legacy. Likely to be advisers and mentors, Societals like to be involved in the creation of policy and procedures. Success to them is having a positive impact on the success of others.
While I am introducing the value sets in terms of people, I would bet that you could easily associate these attributes to different businesses that you have been a part of.
Why Do Value Sets Matter?
So why does this all matter? At the end of the day, the unique franchisee-franchisor relationship requires compatibility to endure and be successful.
Imagine a safety-conscious Belonger buying an early stage franchise system that was built off of Emulator values. Can you imagine the discomfort the franchisee would face with a system that is dynamic, constantly changing and transactional rather than relational, or the frustration that would be felt by the franchisor when the Belonger cannot seem to embrace the flexible business format or adapt to selling innovative or high ticket products and services?
I think we all have an example where we’ve seen the friction caused by misaligned values. In franchising, however, when we become business partners with mismatched values, the effects can be long-term, negative and costly. Poor validation, ramp-up time and retention, as well as lower performance, are all consequences of a misfit of franchisee-franchisor values sets.
Fortunately, at Zoracle, we can spare you the pain of mismatched values in a business partnership.
Curious about which value set you or your franchise system fall into? Take the SpotOn! Assessment and find out.