Values based Strategy: Planning with purpose

Mo Wiltshire and James Robertson

What we’re going to cover

• Why do students’ unions have values?

• What are values?

• What values do Students’ Unions have?

• Whose values should Students’ Unions have?

• What do values mean for strategy?

• KCLSU strategy past present and future

• Tools for a values based students’ union

Why do students’ unions have values?

Hands up if…

Your Students’ union has a set of values?

Keep your hand up if…

You know what they are

In small groups, why do students’ unions have values?

What are values?

What are values

“Opinions are the ripples on the surface of the public's consciousness, shallow and easily changed. Attitudes are the currents below the surface, deeper and stronger. Values are the deep tides of the public mood, slow to change, but powerful.”

Sir Robert Worcester Founder of MORI

What are values?

Schwartz 1992+

A spiritual life, A varied life, A world of beauty, A world at peace,

Accepting my portion in life, Ambition, An exciting life, Authority,

Broadmindedness, Capable, Choosing own goals, Cleanliness,

Creativity, Curiousity, Daring, Detachment, Devout, Enjoying life,

Equality , Family security, Forgiving, Freedom, Health,

Helpfulness, Honesty, Honouring of parents and elders, Humble,

Independence, Influence, Inner harmony, Intelligence, Loyalty,

Mature love, Meaning in life, Moderation, National security,

Obedience, Pleasure, Politeness, Preserving my public image,

Protecting the environment, Reciprocation of favours, Respect for

tradition, Responsibility, Self-discipline, Self-indulgence, Self-

respect, Sense of belonging, Social justice, Social order, Social

power, Social recognition, Success, True friendship, Unity with

nature, Wealth, Wisdom.

Values Circle

Values Circle

More Intrinsic More Extrinsic

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Under 30-year old

Over 75-year old

Religious

Transsexual

Disabled

Different ethnic origin

Homosexual

Woman

Happy for a leader to be…

Values and problem solving

Extrinsic values associated with asking:- How can I benefit the most?

- How will this make money?

- What can I gain from this now?

- What impact will this have on my reputation?

Intrinsic values associated with asking:- Is this morally right?

- Is this in line with my principles?

- What effect will this have on others?

- What are the long-term implications?

(Illies & Rieter-Palmon, 2007)

What type of values do students’ unions have?

Shout out, values that your students’ union has…

…are any of these characteristics?

Are most of these intrinsic or extrinsic?

Students’ union’s values

Equality, Diversity, Sustainability, Inclusive, Ethical, Accessible, Democracy

Fun

Independent, Innovative

Supportive, Serving,People Orientated, Empowering, Enriching

Who’s values should students’ unions have?

Back in small groups discuss:

Who’s values should students’ unions have?

Trustee boards’?

Students’?

Officers’?

Staffs’?

Institutions’?

Someone else?

Volunteering

Maio et al. (2009)

Subjects memorised adjectives, items of furniture and either:

- Benevolence-related words (forgiving, helpful, honest)

- Food related words (control)

- Achievement-related words (ambitious, capable,

successful)

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30

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Benevolence Control Achievement

Timevolunteered

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10

20

30

40

Benevolence Control Achievement

Timevolunteered

Behaviour is shaped by frames

We’re always trying to shape students’ behaviour

We’re always trying to shape students’ behaviour

We’re always trying to shape students’ behaviour

We’re always trying to shape students’ behaviour

We’re always trying to shape their attitudes

We’re always trying to shape their attitudes

We’re always trying to shape their attitudes

We’re always trying to shape their attitudes

So if we want students to…

What do values mean for strategy?

Strategy is about making choices…

…values shape our choices

Let’s take an example

Central to the theme for this conference is equality…

Who has equality as one of their values?

Can you give an example of a strategic decision based on you valuing equality?

Back in groups, discuss what valuing equality might mean e.g. Students’ unions that value equality should concentrate their resource on students who are the most disadvantaged

What tensions does this create?

KCLSU Journey

Step 1: wrote them down: definition of how we do what we do

Step 2: Planned to progress them: how AND what

Planned on what we’d do to further

them ‘Values in Action’

Built on our values – made them

visible in our how we conducted our Buildings project

Practised student led values by applying their

values to prioritisation (LLW,

ethics)

Example Design Development – Student Led

Design Development – People-oriented and sustainable

Design Development – Straightforward brand

Design Development – inspiration from community spaces

Step 3 High visibility of values – lots of talk of doing right thing but is it always the same thing?

Assumptions behind our Big Plan

Ethics for our

People, Products,

Planet and Influencing

Working Culture Principles

Frames and Brand

Step 3b; Student led values paradox

The Annabel’s ah ha moment

Questions in groups