Richard Dendle, CEO of Britannic Technologies, offers valuable insights into what it means to be a values-driven company and why it’s essential for sustainability.
“A characteristic of a values-driven company is that it doesn't see its purpose as building up EBITDA,” Dendle suggests. “That is a result of how a company functions and behaves.”
This approach forms the foundation of Britannic Technologies’ ethos and can serve as a model for companies striving to build purpose, trust, and alignment across their teams.
The role of values in a hybrid work environment
One of the significant challenges facing companies today is the shift to hybrid working. With employees often working remotely, maintaining a cohesive culture and sense of belonging can be difficult. However, Dendle believes that values play an essential role in bridging this gap.
“Our approach is encapsulated by what we call Britannic 2.0,” he explains, “which is in recognition of the need to set values down if we are really going to get buy-in, so people understand why we are taking a particular direction as a company and the rationale for it.”
When employees aren’t always present in a physical office, values become the glue that holds a team together. They provide clarity, consistency, and purpose, ensuring that everyone, regardless of location, feels part of a unified mission. This is even more critical in a world where communication and collaboration often happen virtually. Dendle adds, “It is ever more important with hybrid working when people aren’t always in attendance at the office because values make you feel part of the team.”
Britannic Technologies, founded by Dendle over three decades ago, was built on the principle of redefining communication technologies to align with customers’ business outcomes. In doing so, they’ve cultivated a values-driven approach that emphasises collaboration, innovation, and relationships, even in an increasingly remote and digital work environment.
Mission beyond money: the value of purpose
Dendle is quick to point out that a company’s mission shouldn’t be solely focused on market leadership. “I always think it can be a bit twee for a company to say its mission is to be the market leader,” he says. “It should be about having values so everyone experiences them rather than being holier than thou.”
This perspective highlights a crucial difference between a company that is driven purely by financial gain and one that is guided by values. In a values-driven organisation, the mission is clear: to add value to every aspect of the business, from the customer experience to employee engagement. If a company doesn’t operate with a sense of purpose, it risks becoming focused only on price and other short-term metrics. Values provide the framework for looking beyond immediate concerns and ensuring long-term growth.
“Values need to demonstrate a sense of purpose,” Dendle notes, “and from that, what a company should always strive to do is to add value. If you don’t, it will come down to that lowest common denominator—price.”
For Britannic Technologies, their values guide not only their daily operations but also their vision for the future. “So values, that sense of purpose, should also reflect what the business wants to achieve in the future, so you're not hampered by only focusing on the today.”
Integrity and long-term thinking
One of the key values that should be ingrained in any organisation, according to Dendle, is integrity. In business, integrity isn’t just about ethical behavior; it’s about cultivating trust and building long-lasting relationships. It’s also about avoiding the temptation to exploit short-term opportunities at the expense of long-term credibility.
Dendle explains, “One of the things which values should indelibly etch into a company is integrity. Not taking advantage of a customer’s expected predicament for short-term gain is a prime example.”
This sense of integrity allows companies to establish themselves as trusted partners. In a values-driven company, decisions are made with long-term success in mind, ensuring that the company’s reputation remains intact and that customers, employees, and stakeholders feel secure in their relationships with the organisation.
At Britannic Technologies, this approach has been fundamental to their success over the past 30 years. By prioritising innovation, collaboration, and quality, the company has built a strong foundation of trust with its customers and employees alike.
Communicating values and ensuring accountability
For values to make an impact, they must be communicated effectively and consistently across the organisation.
“Our core values don't change,” Dendle says. “They are principally about innovation, collaboration, relationships, and quality. It's a question of how to strengthen the delivery.”
It’s not enough to simply define values; companies must also ensure that they are embedded into daily practices and decision-making processes. Dendle acknowledges the importance of monitoring values, not in a punitive way, but to ensure that communication is clear and transparent.
“And values by themselves aren't going to make much of a difference unless they are monitored. I don't mean in a Big Brother way; what's important is that the communication piece is in place.”
Britannic Technologies achieves this through regular updates and open communication. “So every quarter we have a company update day, a presentation to all the staff via Teams so everyone knows where we are going. Being open and aboveboard is a necessity to deliver values.”
Additionally, new employees at Britannic Technologies undergo a formal induction process that emphasises the company’s values. By integrating values into the onboarding experience, the company ensures that every team member understands what is expected of them and feels a sense of pride in being part of the organisation.
“A formal segment of our induction process for new staff is about our values, because people then know what is expected of them,” Dendle explains. “I think it is important that employees feel a part of something, that they are proud of their company, and for that to happen, the company has to be crystal clear about what it stands for.”
Can tech firms really be values-driven?
In a world where businesses are increasingly defined by more than just profits, a values-driven approach is critical for long-term success. As Richard Dendle and Britannic Technologies demonstrate, values like integrity, collaboration, and innovation create a solid foundation for growth and sustainability. When these values are communicated clearly and lived by every member of the organisation, they not only drive business outcomes but also foster a sense of purpose and belonging.
A values-driven company doesn’t just aim for short-term gains; it looks toward the future, ensuring that every decision adds value, builds trust, and aligns with a greater mission. And in an era of hybrid work, having a strong set of values is more important than ever to keep teams connected and focused on a common goal.
- Extract from an interview in DECISION Magazine commissioned by CapEQ
