Everyone focuses on their mission. So many focus on their tagline as a way to define themselves. A very few companies think about themselves from the vantage point of values. When it comes to business, values are everything:

• Values are the strategy
• Values are the process
• Values are the product
• Values are the brand
• Values are the company.

In case you were wondering why I am bringing up this today, it is because a friend texted me an old article about the boneheaded publicity stunt/ad-campaign by Pepsi. That is a perfect testimonial of what happens when a company has no values.