Historically, corporate strategic plans focus on goals, initiatives, measures and financials. This is the “what” of most strategies: What you’re doing and what you’re measuring.

At American Family, we recently added emphasis to the “how” of our strategy. This is our mission, vision, values and culture. It’s how we deliver products and services to customers. But it’s also how we work with each other, how we show up in our communities and how we impact society.

As CEO, I believe the how is just as important as the what.

At the core is our talent … our people.

Research shows a diverse and balanced workforce, along with an inclusive company culture (how we work together), yields strong business results. 

And whether you are a racially and ethnically diverse male or female, are part of the LGBTQA community, a white male or female, have different abilities, are a veteran, are early or tenured in your career … there are opportunities for you at American Family.

If companies aren’t focused on the how, they won’t survive in today’s economy. Customers expect this. Employees demand it.

American Family has and will continue to focus on the how.

• We will stand up to social issues that customers and employees care about.
• We will help build trust in society.
• We will work to bring people together.
• And we will be ready for the great deal of accountability that comes with addressing these complicated issues.

This starts with programs like matching gifts and scholarship dollars through the American Family Insurance Dreams Foundation or raising millions for charity through the American Family Insurance Championship. Or how our people volunteer locally. 

How we show up also requires bold action. So we support venture funding and investment in socially responsible startups through the American Family Insurance Institute for Corporate and Social Impact.

The issues our communities face are bigger, more complicated and tragic than ever. Turn on the TV and every day there is a new shooting … more violence, bias, racism and bigotry taking lives.

We can’t expect government to solve these problems. This isn’t about right or left, it’s about moving forward. It requires bold leadership, and we are ready to lead.

At American Family, we stand for diversity, inclusion, social justice, and improving communities. It’s our moral fiber – from front line to senior leadership to Board of Directors – and it’s something we’re only going to continue building.

This is a stake in the ground I’ll gladly stand by. I hope other leaders will too.