I was at a vendor meeting last week.  I was explaining to the two people in the meeting room how our advertising needs to be more than just call to action, the message needs to be 100% on brand, it has to integrate with our event boxes, running an ad one day late into next month or starting a day late is unacceptable because it reflects poorly on our organization.  What I was doing was getting them to understand our value: Make Things Better.  I told them this and one of them smiled and then commented. “You are quoting your company values and I do not even know ours, even though they are printed on our walls.”