While essential, defining and stating our values is not enough. We express our values by the way we conduct ourselves every day. A person who values honesty may act differently than a person who values efficiency. If an assistant has been instructed to say, “Mr. Smith is in a meeting,” when, in fact, Mr. Smith doesn’t wish to be disturbed, that person is conveying the organization’s values. Therefore, organizational values must first be effectively communicated throughout the entire organization before they can begin to have an effect on day-to-day business practices and results. Accordingly, in this phase of MBV, a communication plan is developed for articulating and institutionalizing the written values developed in Phase I. Everyone becomes informed about the organization’s mission, vision, values and aspirations—including their importance. This may include formal and informal meetings, resource materials for individuals and printed communications for conference rooms and public areas.