How can companies ensure that their employees not only understand and embody company values, but also actively promote them in their interactions with both internal colleagues and external customers?

Companies can ensure that their employees understand and embody company values by clearly communicating these values through regular training sessions, company-wide meetings, and written materials. Additionally, companies can reinforce these values by recognizing and rewarding employees who exemplify them in their daily work. To encourage employees to actively promote company values in their interactions, companies can provide opportunities for open dialogue and feedback, create a supportive and inclusive work environment, and lead by example through demonstrating the values in their own actions and decisions.