Values are the bedrock of any organization, defining its identity, guiding behaviors, and informing decision-making. They establish standards of behavior and set the tone for how team members treat each other, clients, and external stakeholders. Values remain constant even amidst change, serving as the foundational core that enables an organization to thrive through dynamic challenges. Premier companies recognize the significance of having clearly defined and shared values, using them to create strong cultures and winning results.
This article explores how Perpetual supported Fever-Tree North America (NA) in developing their new set of company values through a facilitated and experiential program. The initiative engaged the entire organization, allowing every team member to have input and a voice, ultimately resulting in five deeply rooted values that reflect Fever-Tree NA’s identity and vision.
Why Values Matter
Values are more than just words on a page; they are the principles that define who a company is and how it operates. Authentic values resonate deeply with employees, providing them with a sense of purpose and belonging. Companies with strong, clearly defined values often have higher levels of employee engagement, attract top talent, and deliver better business outcomes.
Examples of Company Values:
- Integrity
- Innovation
- Teamwork
- Customer Focus
- Sustainability
- Accountability
Current State of Values at Fever-Tree NA
Fever-Tree North America has always been guided by its “DNA” and the “Power of Three” framework. Additionally, the Fever-Tree Global Citizenship Guide outlines global principles, but there was an opportunity to craft a unique set of values that are deeply resonant with the North American team specifically.
The Fever-Tree NA team expressed the need to establish their own values—distinct yet aligned with the global identity—that would define who they are, how they operate, and how they wish to grow together. To address this, the Executive Leadership Team (ELT) engaged in a values workshop to lay the groundwork for the “Values to Action” program facilitated by Perpetual.
Perpetual’s Program: Creating Fever-Tree NA’s Values
1. ELT Values Workshop Outcome
The initial ELT workshop served as the foundation for Fever-Tree NA’s value development process. The workshop focused on identifying raw values that were meaningful to the organization and capturing the essence of who Fever-Tree NA is and aspires to be. The raw values identified included:
- Commitment
- Fun
- Optimism
- Humility
- Practicality
These values were chosen as they encapsulate the essence of Fever-Tree NA and set the tone for its culture, behaviors, and decision-making principles.
2. “Values to Action” Workshop
The “Values to Action” workshop was an experiential, team-wide event designed to ensure that the values were not just words on a paper but principles authentically championed and lived by every team member.
Program Structure:
- Participants were divided into table groups, with each group focusing on one of the five values.
- Each table was tasked with discussing their designated value, exploring its relevance to Fever-Tree NA, and crafting a description that articulates what the value means in the context of their work and culture.
- Teams were asked to outline 3-5 actionable ideas on how Fever-Tree NA could bring each value to life at work.
- Each group then shared their descriptions and ideas with the wider team, ensuring alignment and collective buy-in.
How the Workshop Evolved Each Value:
- Humility was expanded to:
- We are rooted as one, embracing each other’s functional expertise and individual human perspectives wherever we can. We prioritize self-awareness and emotional intelligence always. We operate free from antagonism, jealousy, or pity towards anyone or anything. We champion respect and kindness at every stage; kindness unto others is respect to ourselves. We’re one company, putting the brand and the collective effort at the forefront. Never resting on our laurels, never settling, we’re in a constant pursuit to evolve and grow—even when we reach one peak, we’re aware it’s the base of a new mountain to scale.
- Practicality was expanded to: BE EXCEPTIONAL
- We always seek to be humbly the best; we are efficient, adaptable, goal-oriented, innovative, and versatile. We have an inspirational work ethic that is gritty, resourceful, collaborative, and focused, always striving to go above and beyond. We are never jealous, petty, selfish, or put ourselves ahead of our One Company goal.
- Optimism was expanded to:
- Optimism is maintaining an inspired and authentic perspective in a world of change and blurred lines. We commit to a solution-oriented journey, approaching all challenges confidently, extending grace to one another, and embracing lessons learned. By rooting in optimism, enthusiasm becomes infectious and allows us to achieve our mission together.
- Commitment was expanded to:
- Commitment is a pledge to greatness. Our commitment to the 20/30 mission is a path of integrity and ownership. We need to be unwavering in our drive as an organization to mix with the best and get our product to people who share our passion for quality, ingredients, and togetherness. Commitment is allowing the flexibility to let our individual strengths shine while working exhaustively on collective and positive effort. It involves taking ownership and honing the strengths of our character to connect to our internal and external partners. Commitment is to stop and assess so we can be accountable for our success. Transparency and loyalty are pillars of our commitment to our goals, avoiding vagueness or disrespect for our colleagues.
- Fun was expanded to:
- Extend a warm welcome to everyone, creating an inclusive and inviting atmosphere from the start. Foster our family tree rooted in respect, community, friendship, humility, and laughter. Grow our branches in collaboration, sharing ideas and coming together to work through emotions—good, bad, and weird. Use the power of positivity to unify our team, boost morale, and enhance overall productivity. Don’t be serious, be sincere. Let’s grab a drink at the end of the workday. I’ll have another.
Final Aligned Values for Fever-Tree NA
The facilitated program, supported by Perpetual, resulted in a set of five deeply rooted values that reflect Fever-Tree NA’s unique identity and collective aspirations. Each value captures the essence of who Fever-Tree NA is, while providing guiding principles for decision-making, behavior, and organizational culture.
- We DARE to INSPIRE…
- We lead with empathy, understanding, and a sense of belonging. We maintain conviction in our abilities, never act with arrogance, and remain open to diverse perspectives. We encourage and enable all to be their true best selves to ultimately get the best out of each other.
- …and WORK to THRIVE TOGETHER
- We are resilient and confident in our ability to navigate ambiguity as a team. We support one another and the brand, recognizing that our collective efforts create an everlasting legacy. Assuming positive intent empowers us to accomplish our mission as one unified team.
- …to CREATE IMPACT
- We are action-oriented, prioritizing problem-solving over dwelling on minor issues. We focus on solutions rather than just theoretical ideas, striking a balance between structure and agility. We hold ourselves accountable, are transparent, and embrace learnings from both wins and missteps.
- …always COMMITTED yet INCESSANTLY CURIOUS
- We dedicate ourselves to the finest taste, the highest quality, and a relentless quest to provide the best value to our consumers, customers, and partners. We execute with unwavering integrity and, if we believe in it, we find a way to get it done. Our inquisitiveness ensures we are never stagnant and pushes us to exceed expectations.
- …while KEEPING IT LIGHT
- We believe in the joy of sharing experiences and drinks. We constantly seek opportunities to connect, rejoice, and unlock the effervescence that human connections bring. We enjoy toasting the journey as much as celebrating the result.
Bringing the Values to Life: Your Mission
The final step in the process was ensuring that these values were brought to life in daily operations and decision-making at Fever-Tree NA. The organization’s mission is to live these values authentically by embedding them into the company’s cultural framework, performance evaluations, and team interactions.
By championing these values, Fever-Tree NA has set a strong foundation for building a cohesive, purpose-driven team that is equipped to navigate future challenges while staying true to its core identity.
The process of creating aligned values at Fever-Tree NA, facilitated by Perpetual, resulted in a shared set of principles that the entire organization embraces. These values not only define who Fever-Tree NA is today but also shape the organization’s future trajectory. By investing time and energy in developing these values, Fever-Tree NA has positioned itself as a premier employer and brand, committed to delivering exceptional outcomes for its people, clients, and stakeholders.
Values matter—and at Fever-Tree NA, they are more than just words. They are the living, breathing essence of what the organization stands for and aspires to become.
