Home Research Case Studies Establishing Core Values & Purpose to Develop More Meaningful Communication: Coaching in Technical Sector

Establishing Core Values & Purpose to Develop More Meaningful Communication: Coaching in Technical Sector

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Sector: Environmental Monitoring & Remediation
Assignment: Establishment of Core Values & Core Purpose to Develop More Meaningful Communication to
Existing & Potential Investors
Period: 2007


A small niche science based University spin-out, based in Scotland, with European trading partnerships, required assistance & guidance on how to develop an understanding of its core values & core purpose to drive improvements in its marketing, sales, communications & investor relations.


• To establish with the senior executive management team the core values & core purpose of the organisation
• To apply the core values & the core purpose to the development of a stronger brand & communications strategy
• To improve & manage marketing & communication content & reporting both online & offline to potential investors & to users of the available technologies
• To assist the organisation to raise capital from targeted investors
• To align the small staff compliment with the core values & purpose to improve coherence & continuity of service delivery & performance to clients & messaging to investor groups


Use of a values assessment instruments to assess commonality & alignments of values within the management team & the initial investor groups
• Workshops
• Feedback loops
• Corporate coaching of Managing Director


Over a number of weeks the organisation reached agreement on core values, core purpose, & developed a clear understanding of how these credentials could be immediately applied to all of the organisation’s internal & external communication activities aimed at increasing investor funding
Increased continuity & coherence across all communication activity
Increased marketing & sales activity leading to increased sales of the technologies
Increased funding from investors through improved clarity in positioning & messaging about the technologies capabilities aligned with increasing revenues
Less reliance on European partner for developing revenue streams & cash flow
©Myron Partnership: 2009

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