Oxford English Dictionary - 

Core: the most important or central part of something.

Many business leaders may view Core Values as unnecessary or just fluff that looks nice on the company website. But when correctly identified, clarified well, implemented properly, and protected, Core Values will be the most important part of your business. They will be the pillars of your company culture—the deeply ingrained principles that guide all actions; from marketing to hiring.

Identify 

When identifying Core Values, it is vital to not confuse core with aspirational values. Aspirational is what you want your values to be, someday. A goal to achieve. Not what they are today. True Core Values are something you already have in yourself and your team and they drive your purpose. They just need to be identified. 
To start the brainstorming process, think of your exemplary team members, and even yourself. What are the qualities that stand out? Get input from some team members, but we do not recommend asking everyone on your team. There are likely some employees who do not meet all of your values and aren’t team players. Asking for their input would not assist this process. Instead, talk to the key players on your team who have values you appreciate and celebrate. Those team members you wish you could duplicate. 

Core Values need to be authentic. Don’t claim values that you aren’t willing to hold yourself accountable to. This means a hard, long look in the mirror to see if you truly see them in yourself. If the Core Values are not meaningful, don’t bother listing them. Insincere or hollow words will cause more harm than having none at all and can become the source of cynicism that can poison your culture.

Choose Core Values that are impactful, yet sincere. 

Clarify

Now, that you have a list of words or attributes, you need to get specific with them. Think of the behaviors that support the value. Core Values shouldn’t be a list of buzzwords. They need to encompass the actions of your team on a daily basis. The purpose of your company. The very core of your existence as a team. Something they can be reminded to incorporate into all aspects of their work. 

These clarified statements need to be owned by your entire team. This is what will attract and retain your team. And deter those who don’t share the same values. These values are not “permission to play”, or minimum standards. Meaningful Core Values will distinguish your business from the competition.

Make them easy to remember. Alliteration can be helpful for this or creating an acronym.  Here are the Joy of Pursuit Core Values as an example:

• Pursuing joy daily

• Possessing an abundance mindset

• Promoting grace-given gifts to serve others

• Practicing lifelong learning

• Preparing for success through accountability

Don’t rush finalizing your Core Values. Sleep on it, and spend some time reflecting on them. Adjust as needed before moving on to implementation. 

Implement

Poor implementation can sour your culture. Don’t claim Core Values unless you are willing to put them into action. Newly defined Core Values need to be communicated to your team well, not just added to a page on your website. Develop a plan on how you will always keep them at the forefront of team communication. Beginning before the first interview and carried through to the last day of work. 

Team satisfaction will increase when they know what to expect and what metrics are used to measure success. Your Core Values will do this for you. Explain the Core Values thoroughly—how they are the driving force of the company and will be used for evaluations, rewards, compensation, hiring, and firing. 

Your team needs to be reminded of the Core Values consistently. The team needs to be confident that there is no gap between what you’re saying and what you’re doing. Put action behind your words. This will build a healthy and solid culture for your business. 

Protect

Once you have established your Core Values, protect them.  Always protect the core of your business. Protecting your core may look like this:

• Having a difficult disciplinary conversation with an employee. 

• Firing a team member.

• Passing on a business partnership with someone who doesn’t have the same values. 

• Not hiring a candidate who is incredibly skilled, but lacks your values. 

• Refusing to chase shiny objects and saying no to things that are exciting but outside of your purpose.

This takes commitment and discipline. It will be difficult at times. Accountability isn’t easy or for the faint of heart. Core Values can inflict pain. They leave executives open to criticism. They require a Leadership Team to be in touch with their team with open communication and receptive to feedback.  

Remember, this is the most important part of your business. The foundation of your brand. Your driving force. Core Values will keep you focused and hold you accountable to your purpose. Protecting your Core Values will build a strong culture resulting in a happy team that will be reflected in your bottom line. 

Need help identifying your purpose and Core Values? This free worksheet will guide you.

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