At the PGA of America, our staff abides by four shared values: have each other’s backs, practice gratitude, get better every day, and start with clarity.
These shared values help guide decision making and they are present in our daily operations. They are evident during the interview process, onboarding and throughout the entire employment lifecycle. Living these shared values helps drive performance and purpose across our organization.
As a PGA Career Consultant, I am fortunate to travel regularly to visit facilities in my region and across the country. A buzzword that continues to come up during these meetings is “culture.” The leaders I meet with are constantly seeking ways to improve culture and connection at their facilities. The first step to improving or establishing your facility’s culture is to identify a clear mission, vision and set of values.
Having a clearly defined mission and vision will empower staff and help them understand “why” your facility exists and “what” you offer that makes you unique. The vision provides a sense of direction and serves as a guide for future decisions as a facility evolves.
During my time on the green grass side of the industry, I witnessed firsthand the benefits of a clear mission and purpose. At The Valley Club in Sun Valley, Idaho, our mission statement was shortened into the slogan “Every Member, Every Time.” This slogan was short but impactful, and reiterated our commitment to consistency and exceeding members’ expectations during every interaction. The slogan was embroidered on staff uniforms and wristbands, as well as posted throughout the club in high-traffic areas. We lived this slogan and it helped reinforce our service standards throughout the club.
Similarly, at Indian Ridge Country Club in Palm Desert, California, we were guided by “The Indian Ridge Way.”
These principles and values were the cornerstone of service, attitude and responsibility at those clubs. These slogans clearly had an impact on me as they have stuck with me over time.
Of course, it takes more than just slogans, embroidery and printed handbooks for this to truly be successful.
It must be accepted, understood and promoted throughout the club by members, leadership and staff. You will begin to see the culture shift as your mission and values become integrated into daily operations, decisions and communications. It is not enough to just state it, you must truly live it. There are many benefits of a clear mission, vision and values, some of the positive outcomes you will likely experience include:
A well-defined mission, vision and set of values are the foundation for strong organizational culture, and that culture is vital for the success of clubs in today’s environment.
It goes far beyond the slogans and symbols I referenced previously; it takes embracing and integration into the daily operations and decision making to cultivate a culture of purpose, unity and performance.