How To Create Your Company Core Values

In business, few things are as influential yet underappreciated as a company’s core values. Core values are the fundamental beliefs and principles that serve as the backbone of a company, guiding its decision-making processes, influencing its culture, and shaping its overall identity. They are like the North Star, providing direction and purpose to all aspects of the business, from leadership styles to customer service practices.

Despite their integral role, many companies struggle with defining and implementing meaningful and effective core values. Some may treat this process as a mere formality, hastily jotting down generic phrases without considering their relevance to the company’s identity. Others may fail to communicate these values effectively, leading to a disconnect between what the company espouses and its practices.

This article will demystify the process of creating core values for your company. From understanding what core values are and why they are essential to a step-by-step guide on making them, we’ll delve into everything you need to know. We’ll also discuss how to effectively implement, maintain, and potentially revise these values over time. By the end of this piece, you’ll be equipped with the knowledge and tools to create core values that truly resonate with your company’s vision and mission, helping you build a culture of purpose and alignment. Let’s get started.

Understanding Core Values

Core values in a business context represent the guiding principles that shape a company’s identity, steering its behavior and decisions. According to a 2022 study by McKinsey, companies with clearly defined and consistently enforced core values outperformed their peers by up to 6% in annual growth. This suggests that having core values is not merely a symbolic gesture but a strategic necessity.

Consider the core values of some globally successful companies. For example, Google’s mantra “Don’t Be Evil” emphasizes a commitment to integrity and ethical conduct. Apple adheres to “Innovation,” pushing boundaries in the tech industry. These values guide internal behavior and influence customer perceptions and market positioning.

Having well-defined core values offers numerous benefits. For example, a 2023 PwC survey found that 75% of employees at companies with solid core values reported higher job satisfaction, indicating a positive correlation between core values and employee happiness. Furthermore, companies with distinct core values typically enjoy enhanced brand reputation, customer loyalty, and long-term sustainability.

Core values also serve as the cornerstone of a company’s culture. They create a shared language and framework that can foster cohesion and teamwork. Moreover, they help differentiate a company in the market, contributing to a unique brand identity that can set it apart from competitors.

Step-by-Step Process to Create Core Values

Before defining your core values, reflecting on your company’s mission and vision is crucial. These elements are intrinsically linked – your core values should support your mission and drive you toward your vision.

Understanding your company’s culture and unique attributes is another crucial step. Your core values should authentically represent your business and its people. Involving diverse stakeholders – employees, customers, shareholders – can provide invaluable insights during this phase.

Creating core values is a collaborative and reflective process that requires careful thought and inclusive participation. It can be broken down into five main steps.

1. Gather a diverse team

The first step in creating core values involves assembling a diverse team. This group should represent a broad range of perspectives within the company, including different roles, departments, levels of seniority, and backgrounds. A 2022 report from Deloitte found that companies that involve employees in core value development have a 37% higher retention rate, underlining the importance of this approach.

While the exact composition of this team will vary depending on your company’s size and structure, it should ideally include members of the leadership team, middle management, frontline employees, and potentially even representatives from your customer base or other stakeholders.

2. Brainstorm

Once you’ve assembled your team, the next step is brainstorming. Encourage open and honest dialogue, promoting a safe space where everyone feels comfortable sharing their thoughts. This step is crucial as it leads to a deeper understanding of the company’s identity, aspirations, and culture. According to a 2023 study by the Boston Consulting Group, companies that foster open dialogue in the workplace see a 20% increase in innovation, which can be instrumental in defining unique and meaningful core values.

Encourage participants to consider what makes your company unique, what it stands for, and what principles guide its decision-making. List all these ideas without filtering or judgment – this stage is about quantity and diversity of thought.

3. Select core values

The next step involves distilling the ideas into a shortlist of potential core values. Look for recurrent themes or concepts that have come up during the brainstorming session. Aim for a set of 3-7 core values – too many can dilute their importance, while too few may not comprehensively represent your company. For example, CultureIQ’s 2022 survey revealed that companies with 3-7 clearly defined values had a 40% higher employee engagement rate, emphasizing the importance of a focused set of core values.

Each core value should be genuine and accurately represent your company. Avoid generic or overly aspirational deals that don’t reflect your company’s reality.

4. Define and apply

After you’ve selected your core values, it’s essential to define what each value means in your company’s context. For example, if one of your values is “integrity,” clarify what it means for your employees, leaders, and stakeholders.

Also, outline how each value should be applied in practice. Discuss scenarios where the values may come into play and demonstrate how they should guide decisions and actions. In a 2023 Gartner report, 68% of employees at high-performing organizations stated that their company’s core values are regularly used in decision-making, underlining the practical significance of core values.

5. Review and refine

The final step involves getting feedback from the larger organization. Share the proposed core values and definitions with all employees and ask for their input. Be open to refining the values based on this feedback. Transparency and inclusivity at this stage can help build buy-in and engagement, contributing to the successful adoption and application of these values in the future.

Remember, core values should be a living element of your company, open to evolution and change as your company grows and adapts. Therefore, regularly revisiting and refining your core values is crucial to ensuring they remain relevant and meaningful.

Implementing and Communicating Your Core Values

Creating your company’s core values is only half the journey. The real test lies in implementing these values and ensuring they are effectively communicated across your organization. This process can be broken down into four key steps.

1. Share Your Core Values Widely

Once you’ve defined your core values, the next step is to share them with all stakeholders – employees, customers, partners, and even the broader public. Everyone associated with your company must be aware of these guiding principles. A 2022 study by Forbes found that 85% of consumers prefer to support companies whose values align with their own, indicating the importance of outwardly communicating your core values.

To effectively disseminate your core values, consider leveraging various communication channels. For example, internal channels could include company-wide meetings, newsletters, your company intranet, and even training programs. Consider incorporating your core values into your company website, marketing materials, and public statements for external communication.

2. Embed Core Values in Company Operations

Your core values should not merely exist on paper – they must be evident in your company’s operations and behaviors. Therefore, your organization’s policy, process, and practice should reflect your core values.

For instance, if one of your core values is “innovation,” ensure it’s mirrored in your company’s product development, problem-solving, and continuous learning approach. You could set up a system to reward ideas or incorporate innovative strategies in your project management.

According to a 2023 survey by Accenture, 65% of employees are more engaged when they see their company’s core values reflected in everyday operations.

3. Leadership’s Role in Promoting Core Values

Leaders play a crucial role in promoting and modeling core values. They should consistently demonstrate these values in their actions, decisions, and communications. This isn’t just about setting an example for employees – it’s about proving the company’s commitment to its values.

In a 2022 report by Deloitte, companies where leaders embody the organization’s core values saw a 55% increase in employee engagement and a 32% boost in productivity. Thus, the importance of leadership commitment in implementing core values can’t be overstated.

4. Regularly Reinforce Core Values

Repetition and reinforcement are vital to ingraining your core values into your company culture. Regularly remind employees of these values, and make sure they are visible around the workplace. This could include adding them to meeting agendas, incorporating them into performance reviews, or displaying them on office walls.

Recognize and reward behaviors that exemplify your core values. This reinforces the importance of these values and encourages other employees to act in alignment with them.

Implementing and communicating your core values effectively requires commitment, consistency, and authenticity. However, by following these steps, your core values can become a powerful guide and driving force in your company’s journey to success.

Core values aren’t set in stone – they should evolve with your company. So regularly revisit them to ensure they align with your business goals and culture. It might be time for a review if significant resistance to a value or frequent conflicts arises.

Common Mistakes in Creating Core Values and How to Avoid Them

Developing core values is a complex process that requires thoughtfulness and genuine intent. However, companies can sometimes fall into common traps. Here are some of the common mistakes made when creating core values and ways to avoid them:

1. Creating Generic or Cliché Values

One of the most common pitfalls is creating overly generic, cliché, or vague core values. Terms like “integrity” and “excellence” are often used without considering what they genuinely mean to the company.

How to Avoid: Ensure each core value reflects your company’s identity, culture, and aspirations. Avoid generic terms unless they truly encapsulate what your company stands for. Instead, be specific and authentic in defining each value and its application in your company context.

2. Lack of Employee Involvement

Another mistake is failing to involve employees in developing core values. This can lead to a disconnect between what the company espouses and what the employees perceive.

How to Avoid: As highlighted earlier, involve a diverse group of stakeholders, especially employees, in creating your core values. This leads to more authentic values and fosters a sense of ownership and commitment among employees.

3. Poor Communication of Core Values

Even the best core values can fall flat if they’re not effectively communicated.

How to Avoid: Use various communication channels and frequent reinforcement to ensure everyone in the company understands and remembers the core values. Leadership should also model these values in their behavior and decisions.

4. Core Values Not Reflected in Actions

A standard error is a mismatch between a company’s stated core values and actions. This can lead to cynicism and a loss of trust among employees and customers.

How to Avoid: Ensure your company’s policies, procedures, and behaviors align with its core values. Recognize and address any gaps or contradictions promptly.

5. Resistance to Evolving Core Values

Core values aren’t set in stone. As your company grows and evolves, so should your core values. However, some companies resist updating their values, leading to outdated or irrelevant principles.

How to Avoid: Regularly revisit your core values and be open to revising them as needed. Solicit employee and stakeholder feedback to ensure your core values remain relevant and meaningful.

In conclusion, while creating core values can be a complex task fraught with potential pitfalls, it is vital for every company. By avoiding these common mistakes, you can make meaningful, practical core values that reflect your company and guide its growth and success.


In conclusion, core values are a strategic necessity for any business, providing a compass for decision-making and shaping the company culture. By understanding their importance, involving diverse stakeholders in the process, and effectively communicating the values, you can create a robust core set that drives your company toward success.