What is it with words?

A fantastic organisation that represents the best of hyperlocal community action, globally, one in which every group will be chock-full of talent and personality, describes their 'ideals' as Service, Fellowship, Integrity, Diversity and Leadership.

This language came into use around twenty years ago, presumably to move on from its reputation as a businessmen's lunch club.

There's nothing bad about these words, and technically many of them may be accurate. But something deeper is missing. Where is the personality? Where's the vigour? Where is the challenge?

There is a risk, when moving on, that we accidentally jettison the good as well as the outdated. In truth a review presents organisations with the opportunity to build something people can really get behind, and standard single word values make that difficult.

If you're in that position here's my advice:

Do different with your values. Use language that lands. Be expressive, connect with people, make it real. And of course, bring it to life.

An example I often share: COOK Trading Limited could have said respect or equality or trust but instead they say 'Churchill's Pig'. It's memorable, meaningful, and very them.

What's more they live it: from Churchill's Pig Week to a special email address, from their Trustpilot review policy to everyone hot desking, even the directors.

Winston Churchill said that his favourite animal was the pig because a cat looks down on you, a dog looks up at you, but a pig looks you straight in the eye and sees its equal.