Values are key to company culture, but when customers can see through your walls they become your brand, too.

Josh Levine on Forbes.com makes the observation that it’s easy to tell when a company talks to it’s customers in a way that’s contrary to to their culture. The key to aligning that story is with useful company values that employees can understand and work with.

In my own experience of brands that are disconnected from their people, it’s always a losing game. Employees are dissatisfied and customers can tell something smells. The customer experience is the sum of all parts.

Read the article on Forbes.