There’s a lot of empty talk about core values. Too often, businesses treat them like corporate wallpaper - a list of lofty words framed in reception areas or buried in a forgotten corner of their website. But core values aren’t just a nicety for a corporate checkbox. They’re about guiding behaviour. At their best, they create a consistent way for people to work together and make decisions. At their worst, they’re just another list of words nobody reads or understands.

The Problem With Core Values

Most companies don’t understand what core values should be or why they exist. Instead, they settle for generic, uninspiring nouns: Integrity. Excellence. Innovation. These might sound impressive, but in truth, they have little impact. Real core values are alive, specific, and actionable. They’re behaviours - not buzzwords.

Why Core Values Matter

Core values aren’t a fluffy business exercise - they’re a practical tool for driving consistent behaviour. Take Netflix, for example. Their core values aren’t just statements on a website; they shape hiring decisions, drive innovation and encourage radical candour within teams. Employees are expected to uphold these principles in every decision they make, ensuring that values actively contribute to the company’s success rather than just existing as empty words.

Strong core values clarify expectations, provide direction and support collaboration. If yours don’t do that, you’re missing a trick.

Core Values Need to Be Actionable

Great core values are more than abstract ideas; they’re calls to action - verbs. They should inspire your team, clarify priorities and influence everyday choices. Consider these standout examples from cleaning product company Method:

• Keep Method Weird

• What Would MacGyver Do?

• Innovate, Don’t Imitate

• Collaborate, Collaborate, Collaborate

• Care Like Crazy

These core values don’t just sit in a handbook; they actively shape how Method operates. Keep Method Weird ensures employees feel encouraged to bring fresh, unconventional ideas to the table, fostering a culture of creativity. What Would MacGyver Do? drives problem-solving by encouraging resourcefulness, making innovation a daily practice rather than an abstract goal. These values aren’t passive statements; they function as guiding principles for hiring, product development and customer interactions.

The Anatomy of Great Core Values

Not all core values are created equal. To be impactful, they need to meet specific criteria:

• Keep Them Brief: If you can’t remember your core values, you can’t live by them. Stick to short, punchy statements - three to four words ideally.

• Make Them Well-Defined: A vague value is a useless one. For example, if your value is Be Scrappy, explain what that means in practice. Does it mean making do with limited resources? Being agile under pressure?

• Ensure They’re Unique: Avoid bland, overused words like Innovation or Hard Work. Dig deeper to find what truly sets your company apart.

• Limit the Number: Three to five core values are ideal. Any more and they lose impact. Values need to be sharp, not scattered.

• Focus on Action: Core values should drive behaviour. If a value doesn’t inspire action or clarify priorities, it’s not working hard enough.

Core Values Start with Behaviours

If you’re unsure where to start, think about the behaviours that matter most to your organisation. For example, if transparency is critical, a value like Share Openly signals a clear action. Rooting values in behaviours ensures they’re practical, not theoretical.

Embedding Core Values Into Your Organisation

Core values only matter if they are lived daily. When they align with employees' personal values, they create a strong, engaged culture. Misalignment, on the other hand, leads to disengagement and high turnover. Ensuring your values resonate with your team isn’t a one-time exercise, it requires ongoing reinforcement through workshops, feedback sessions, and everyday actions.

A great example is Southwest Airlines. Their values - Warrior Spirit, Servant’s Heart, and Fun-LUVing Attitude - aren’t just statements; they shape hiring, training and daily interactions. By actively seeking employees who embody these principles, they’ve built a people-first culture that drives real business success.

How to Effectively Integrate Core Values:

• Reinforce in Hiring & Onboarding: Companies like Netflix ensure values are front and centre in interviews, hiring only those who align with them.

• Tie Values to Performance: Employees should be evaluated on how well they uphold core values, not just their job performance.

• Lead by Example: Leaders must embody values in action. When executives live by them, they cascade throughout the organisation.

• Create Rituals Around Values: Patagonia, for instance, encourages environmental activism by allowing employees to take time off for causes they care about - reinforcing their core value of sustainability.

  
  

When values are embedded in daily decision-making, they become more than words; they become the foundation of a company’s culture and success.

How to Ensure Core Values Stick:

• Translate Values into Behaviours: Each value should have a practical application. Percolate, for example, pairs values with guiding questions like, “Is what I’m doing driving advocacy?” to help employees apply them.

• Use Core Values to Prioritise: Values should simplify decision-making, especially in tough situations. When faced with conflicting priorities, they provide a clear compass.

• Revisit and Refine: As your organisation evolves, reassess your core values periodically to ensure they remain relevant and actionable.