What are core values?

Core values are unique, short, and easily memorable phrases that define how everyone is expected to treat each other and your customers.

Can I use other people’s core values?

Core values are most useful when they articulate a belief that only makes sense for your organization, and shows how you differ from other organizations. (But yes, there are repeats or similarities sometimes).

Can you get “core values” wrong?

Core values can be used to explain when an employee or decision is a “good fit” for your organization. Too often we see basic platitudes like “integrity” and “safety,” but I doubt many companies claim they run on the opposite, like “corruption” and “danger.” When done well, your values are so clear and unique that can help you articulate when an employee is not a good fit.

What’s the difference between “core value” and “principles"?

When a company grows, you may need to develop multiple levels of values. Generally, there is a set of the basic beliefs that you share amongst employees (the boring ones sometimes sneak in here for big companies, like “integrity.”) You would then create a new level of aspirational core values that show where you’re going.

If you don’t have any core values at all, start there. Make a set of 3-5 words or phrases that are short, memorable, distinctive, and explain how you expect each other to behave at work. It’s ok to include a sentence afterwards to describe them. I don’t care if you call them values, traditions, principles, or anything else you can conjure up, just keep it simple.

Ready to dig deeper? If you are in a growth zone or beyond 50+ employees, have a set of basic values (often called “principles”), and then create a set of aspirational values. For example, “leading with joy,” is an aspirational value we we would adopt, but we know we can’t be joyful all the time.

What are some examples of core values?

One of my favorites is “Everybody sweeps,” as referenced in the book The Advantage, by Patrick Lencioni. It shows that no matter where you are in the org chart, if the floor is dirty you better pick up the broom. And, hypothetically, an organization could have an opposite core value and still thrive. They might value hierarchy for the sake of optimization & efficiency (our armed forces come to mind).

An often-cited core value is from Netflix: “No brilliant jerks.” Sometimes, wildly intelligent and talented people can act like they own the place, but at Netflix, teamwork and the power of collective creativity is more important. This is a clear core value because for a different organization, the opposite could also be true. A company could favor competition to spur innovation. (Elon Musk’s companies are easy examples here.)

Bonus - ever heard of A.A. or “Alcoholics Anonymous”? The organization has existed since the 1930’s, and is largely governed by 12 values for individuals (called, “the 12-steps”) and 12 values for the organization (called “the traditions”). Lots of drafts went into creating those 12 steps and traditions, but they’ve lasted nearly a century.