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Businesses need to be performance-driven and values-led

The best businesses need to be both performance-driven and values-led because this powerful combination ensures they not only achieve sustainable success but also maintain their integrity and create a positive, lasting impact on society. Focusing solely on performance can lead to short-term gains but may come at the expense of ethical practices, employee well-being, and environmental sustainability. On the other hand, a values-led approach without a focus on performance can result in inefficiency, missed opportunities, and an inability to remain competitive in a rapidly changing market.

1. Performance-Driven: achieving results

  • Efficiency: Being performance-driven ensures that the business focuses on achieving measurable results, optimising operations, and driving profitability. This is essential for staying competitive and scalable.
  • Innovation: A results-oriented culture encourages continuous improvement and innovation to outperform competitors and meet customer demands.
  • Confidence: Delivering strong financial and operational performance builds trust with investors, employees, and partners.
  • Adaptability: Performance metrics allow businesses to adapt to changing market conditions and pivot strategies when necessary.

2. Values-Led: guiding purpose

  • Ethical leadership: A values-led approach ensures that decisions are made with integrity, aligning with moral and ethical principles.
  • Employee engagement: Employees are more likely to be motivated and committed when they see their work contributing to a meaningful purpose beyond profit.
  • Customer loyalty: Customers increasingly favor brands that align with their personal values, such as sustainability, diversity, and social responsibility.
  • Social licence to operate: Businesses that adhere to their values gain community and societal trust, avoiding backlash and fostering goodwill.

3. The Synergy: why both are essential

  • Balancing short-term and long-term goals: A performance-driven mindset focuses on delivering immediate results, while values ensure these results are achieved ethically and sustainably.
  • Crisis resilience: Businesses guided by clear values are better equipped to navigate crises, as stakeholders trust their intentions and approach.
  • Competitive advantage: The blend of high performance and strong values attracts top talent, loyal customers, and supportive partners, creating a virtuous cycle of success.
  • Sustainable impact: Performance ensures the business thrives financially, while values ensure it contributes positively to society and the environment.


When a business balances both elements - striving for high performance while staying true to its core values - it builds a foundation of trust with customers, employees, and investors, which in turn fosters loyalty, innovation, and long-term growth. Moreover, such businesses are better positioned to navigate challenges, adapt to change, and contribute meaningfully to their communities and the world at large. This holistic approach is not just about profitability; it’s about creating a legacy of ethical leadership, sustainable practices, and positive societal influence that extends beyond the bottom line.


William Montgomery is the Founder and CEO of TEN LTD, and an experienced keynote speaker and event host. He has spoken to a broad range of audiences on a variety of topics, bringing valuable insights and expertise. In addition, he volunteers with Speakers for Schools and Inspiring the Future. For more information or to request further insights, please contact him on +44 333 666 1010.

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