Vision & Values

Develops Service vision concept
& company values

This step aims to clearly define and communicate the overall vision for your service. By creating a strong and well-thought-out concept, it becomes clear what your service represents, what core values guide the business and what makes it unique compared to the competition.

Formulate the vision: Start by defining the long-term vision for your service. What is the ultimate goal? How do you see your service contributing to customers' lives or to the industry? This vision should be inspiring and act as a north star for all future decisions.

Develop the concept: Create a conceptual framework that describes how your service works, what main components it includes and how it interacts with your customers and guests. This means that you clarify the functions, the user experience and the technical aspects of the service.

Identify values: Specify which values are central to your service. These values should reflect the company's ethos and be guidelines in both strategic planning and daily operations.

Differentiate: Analyze the competition and clearly define what differentiates your service from others on the market. It can be anything from innovative functions, superior customer service to unique technical solutions.

Plan long-term: Establish a strategic plan that describes how your service will develop over time. Include goals for expansion, new features or markets, and how you plan to adapt and improve your service based on customer feedback and market changes.

Vision workshop: Gather key people for a brainstorming session where you formulate and refine the vision together. Use techniques such as "vision boarding" or "storytelling" to make the vision more concrete and tangible.

Valuation workshop: Design a workshop where the team can collectively agree on and define the core values. Use methods such as “values mapping” to ensure that everyone is on the same page and understands the importance of these values.

Competitive analysis: Carry out a workshop where you analyze the competitors and identify your unique selling points. This can include customer case studies, market analysis, and direct feedback from customers to understand market needs and how you can best address them.

“The Culture Map” is a strategic tool developed by Strategyzer that is used to design and understand corporate cultures.amma side and understand the importance of these values.

Step 1: Map the current culture

In order to gain a deeper understanding of the prevailing corporate culture, one begins by individually mapping the factors that currently enable and block the culture's development.

This includes identifying:

  • Enablers: Education programs, technology tools, and leadership engagement.
  • Blockers: High staff turnover, lack of resources, and communication gaps.

Step 2: Discuss in teams

Gather the team to jointly explore and discuss the current cultural map.

This process should be carried out in an extended session to allow a thorough review of all relevant aspects and perspectives.

Step 3: Design a workshop for change

Plan a workshop where the goal is to transition from the current culture to a desired culture.

Use insights from previous discussions to direct the focus of the workshop to specific areas of change.

Use the garden analogy

Think of corporate culture as a garden where behaviors are the heart and outcomes are the desired fruits. Identify factors that promote (fertilizer, expertise) and hinder (weeds, pests) the culture's flourishing.


Tell specific stories

During discussions, encourage participants to share specific stories that illustrate observed behaviors.

This gives a more concrete picture of the reality within the organization and helps to identify patterns.

Place the culture map visibly

After the session, place the culture map in a prominent place to continuously remind everyone of the tasks and goals ahead.

Keep the document alive

Regularly review the culture map to ensure that the company culture is moving towards the desired state. Use the document for continuous learning and adaptation of the culture.

Examples of values.

To enhance and enhance the guest experience, these core values should permeate every aspect of the business:

  1. Guest focus
  2. Quality
  3. Respect
  4. Integrity
  5. Innovation
  6. Responsibility
  7. Team game

These values not only strengthen guest satisfaction but also the brand and contribute to a sustainable business model.

By actively integrating “The Culture Map” into your strategy, hotels can not only improve their internal culture but also optimize their guest service and work environment, leading to measurable improvements in both guest satisfaction and financial performance.