Turning values into meaningful behaviours that improve trust and performance. Most organisations claim to have values. Very few can prove they change behaviour. In this episode of the #RewardingRelationships® podcast, David Ventura is joined by Erika Clegg, author of Junk Values, to challenge why most organisational values fail and what it actually takes to make them commercially useful. This is a direct, practical exploration of how values influence trust, decision-making and performance. This conversation is for HR and people leaders focused on engagement and culture, and for commercial leaders who understand that behaviour drives results. If your values are not shaping actions, they are not just ineffective. They are actively eroding trust. Key Topics Covered → Why most organisational values fail to influence behaviour and what that costs in trust and performance → The concept of “junk values” and how generic language creates confusion rather than clarity → How behaviour, not words, determines whether values are real or performative → The role of values as a commercial asset that drives accountability, alignment and better decision making → Practical ways to diagnose, refine and activate values so they work harder across teams and functions About the Host David Ventura is CEO and Front Man of Front&Centre® and host of the Rewarding Relationships® learning series and podcast. He brings together HR, commercial and growth leaders to explore how trust, loyalty and performance are intentionally designed. With over 12 years’ experience across Retail, IT and Telecoms, David is known for translating behavioural insight into practical, commercially grounded action. About the Guest Erika Clegg DL FRSA is the author of Junk Values, a speaker and a consultant specialising in performance-enhancing culture. She works with established organisations, particularly those navigating generational change, helping them develop the behaviours, tools and clarity needed to strengthen performance and trust. Through her Slow Values approach, Erika challenges superficial value setting and focuses on building cultures that deliver long-term resilience and measurable outcomes. About Incentivesmart Incentivesmart is a B2B loyalty and engagement platform that helps organisations strengthen relationships with customers and employees through intentional, behaviour-led reward strategies. We support marketing, commercial and HR leaders to drive retention, advocacy and measurable growth.
