Think now to the answer. If it was not going to be on the test, would you bother learning it or even bother reviewing the material once? I didn’t think so.
Now think about your company’s values. Can you even remember what they are. Heaven knows, some group of executives spent a long time coming up with them. But do they form part of your annual performance appraisal? Are you judged on how well you exhibit those values, how close you are to achieving them?
Chances are you aren’t evaluated on such things as how you exemplify the company’s values and that’s a problem. If it won’t be on the test, you won’t even think twice about it.
If you want someone to learn something and to change their behaviour, they have to think they’ll be evaluated on it or chances are it will go in one ear and out the other.