RSW began by refining the company values and behaviors in order to align them with the Servant Leadership model. Over 130 behaviors were streamlined down to 30, and seven easy-to-understand core values were drafted.
Once the messaging was agreed upon, RSW developed a launch plan in order to educate stakeholders and build excitement. A new tagline, “Serve. Lead. Do what’s right.” captured the essence of the philosophy.
A key component of the rollout was an internal video that told the 7-Eleven Servant Leadership story. Additional communications were developed to speak to different audiences, including store employees, franchisees, field reps and corporate. Additionally, a recognition program was used to spotlight employees for living the values of Servant Leadership and reinforcing this corporate culture.
After a successful test launch in 2011, the program was launched globally in 2012.