We often hear that values are the foundation of any business. They guide decisions, shape culture and build trust with customers, partners and teams. Yet some organizations seem to thrive by daring to move away, temporarily or voluntarily, from their own principles, a phenomenon that might be called “voluntary dealignment.” This idea may seem counterintuitive, even shocking. How can a company succeed by questioning its own values? And above all, when does this misalignment become a strategy and not a simple opportunistic compromise?
Voluntary misalignment
Intentional misalignment occurs when leaders consciously choose to suspend or adapt certain established values to seize a strategic opportunity. This is not about abandoning company ethics or mission, but recognizing that absolute rigidity can sometimes limit innovation, growth or survival.
Let’s take a concrete example: a company specializing in organic products, strongly attached to local and sustainable production, decides to extend its range by using an international supplier that is less expensive but complies with health standards. This choice temporarily contradicts certain historical values, but makes it possible to reach new markets and strengthen the economic viability of the company. In this context, voluntary disalignment is a strategic tool, to be used with discernment.
Why do some companies dare to do this misalignment?
Several factors push leaders to reevaluate their values:
1/ The rapid evolution of the markets
Markets are more volatile than ever. Disruptive innovations, regulatory changes and consumer expectations are forcing companies to adapt their approach, even if it means challenging some historical beliefs.
Example: many sustainable mobility companies have had to relax their initial commitment to certain energy sources to remain competitive in the face of market prices and logistical constraints.
2/ The pressure of innovation
Innovating often means stepping out of your comfort zone. Companies that stick strictly to their initial values may miss out on opportunities. Voluntary misalignment allows new models, products or markets to be tested without being trapped by internal dogma.
3/ Organizational learning
Voluntary dealignment is not a waiver; it’s a learning process. It allows organizations to question certainties, identify what really works and adjust their strategy accordingly.
The benefits of voluntary misalignment
When managed intelligently, this type of misalignment can yield several benefits:
1/ Accelerate growth
Voluntary misalignment makes it possible to exploit new opportunities that the initial values could have restricted. This may include different customer segments, new geographies or strategic partnerships.
2/ Promote innovation
Questioning established values encourages creativity and flexibility. Teams are encouraged to think differently and come up with original solutions that would otherwise have been deemed incompatible with the company culture.
3/ Develop resilience
By testing scenarios that temporarily “misalign” the business in a controlled manner, leaders can anticipate potential tensions and conflicts. This creates an organization that is more adaptable to crises.
Risks to control
Voluntary misalignment is not without dangers. To avoid destabilizing the culture or losing stakeholder trust, you have to navigate with caution.
1/ Loss of confidence
Customers, partners or employees may perceive misalignment as a betrayal. Clear and transparent communication is therefore essential to explain the why and how of the choice.
2/ Internal confusion
If teams don’t understand the logic behind the misalignment, they may experience inconsistency or cynicism. Leaders must clarify the boundaries and duration of misalignment to avoid organizational malaise.
3/ The risk of drift
Unchecked misalignment can spill over and turn a temporary strategy into a permanent abandonment of core values. It is important to establish regular monitoring and reassessment mechanisms.
How to Practice Voluntary Disalignment Successfully
Some companies have successfully integrated this approach into their overall strategy. Here are some principles to remember:
1/ Define non-negotiable values
Before even thinking about misalignment, you need to know which values remain immutable. This base serves as a framework for all decisions and prevents the company from losing its identity.
2/ Identify areas of flexibility
Not all values are equal. Some may be temporary adapted or modulated to seize a strategic opportunity. The goal is to create a balance between stiffness and flexibility.
3/ Communicate proactively
Transparency and storytelling are essential. Leaders must explain why a seemingly contradictory choice is necessary, and how it fits into the larger picture.
4/ Measure and adjust
Voluntary misalignment must be measurable and reversible. Successful companies define metrics to assess strategic and people impact, then adjust their approach based on the results.
5/ Cultivate internal confidence
Teams must understand that misalignment is not an abandonment of values but a temporary strategic adaptation. Trust between managers and employees is the glue that allows us to cross these gray zones without cultural divide.
Towards a flexible organizational culture
Voluntary misalignment may seem paradoxical. However, it is based on organizational maturity where values are sufficiently solid to be modulated, and where the strategic vision goes beyond the rigidity of principles.
Companies that are able to navigate between values and flexibility develop an agility that becomes a competitive advantage. They combine:
- Clarity on what is non-negotiable.
- The flexibility to adjust certain practices according to opportunities.
- The ability to communicate transparently and coherently.
- Organizational resilience in the face of internal criticism and tensions.
