A strong culture can become a brand's asset (Note 1), attracting both customers and highly engaged employees. The power of culture is even more evident in critical moments, as demonstrated by UPS CEO Carol B. Tomé. During a time when nearly all business operations were disrupted by the pandemic, Tomé chose to focus on culture first. This approach included defining the company’s purpose, serving as a rallying cry for employees during tough times, and aligning behaviors with values within leadership.
Peter F. Drucker once said, "Culture eats strategy for breakfast," meaning that a flawed culture can prevent even the best strategy from being executed. So, what is corporate culture? Corporate culture is the intuitive reflection of employees' attitudes, beliefs, and values. In simple terms, a strong culture comes from employees’ unwavering belief in the company's values and their consistent implementation. In essence, Culture = Values + Behavior.
Carol B. Tomé took over as UPS CEO in March 2020, just as the COVID-19 pandemic began to spread globally. UPS employees were classified as "essential workers," continuing to deliver crucial goods during lockdowns. During this period, Carol led the team in crafting UPS's new mission: “Moving our world forward by delivering what matters.” Delivering what matters became the shared belief of everyone at UPS. It was not just about delivering packages; it was about the global economy. This new culture guided UPS through the crisis.
A steadfast culture yields significant results. Especially in the field of healthcare logistics, UPS's outstanding performance in distributing COVID-19 vaccines solidified its global leadership in the sector. By 2026, UPS’s healthcare logistics business is expected to double, reaching a scale of $20 billion.
So, what are values? Values are the conscience of a company. Through values, both performance and culture can flourish within an organization. Values guide how the organization behaves, helping companies focus on what matters most and providing strategies to face challenges.
Note 1: UPS has been recognized as the most valuable logistics brand for ten consecutive years by Brand Finance, a brand valuation consultancy. In 2024, UPS retained the top spot with a brand value of $34.6 billion.
參考資料：
- UPS’s Carol B. Tomé on the Power of Culture , Boston Consulting Group, 2024/09/12
- Creating a Brand Strategy by CIM (The Chartered Institute of Marketing)
- Culture = Values + Behavior, Simon Sinek, 2022/10/01
- 別讓文化吃掉你的策略, 哈佛商業評論, 2024/07
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Author
Peiling Wu ｜ Founder & Director
Photo credit by UPS