Why Company Values Matter More Than You Think
…And why defining them early—or redefining them thoughtfully—can change everything.
When organizations talk about growth, innovation, or culture, the conversation often moves quickly toward strategy, systems, and outcomes. But underneath all of that—the decisions, behaviors, and momentum of a company—there is something quieter and far more powerful at work: its core company values.
For start-ups, newly formed teams, or organizations in the midst of change, defining company values is not a branding exercise or a box to check. It is foundational work. When done well, values become the philosophical heartbeat of an organization—shaping how people collaborate, how decisions are made, and how the mission is carried forward day after day.
What core values really are (and what they are not)
Core company values are the principles that guide how work gets done. They influence how teams engage with one another, how leaders lead, and how an organization shows up for its employees, clients, and community. Values are not aspirational posters on a wall; they are lived behaviors that, over time, form the climate and culture of a company.
When values are clear and consistently practiced, they act as navigational tools. They help teams understand what “good work” looks like, especially in moments of ambiguity or pressure. They also create accountability—providing a shared language for expectations, decision-making, and growth.
Without clearly defined values, teams often rely on unspoken norms, personal assumptions, or past experiences. This can lead to confusion, misalignment, and unnecessary friction—particularly as organizations scale or evolve.
The characteristics of meaningful company values
Not all values are created equal. Strong company values share a few essential characteristics:
They hold real meaning. Employees should be able to see themselves in the language and ask, How does this influence my work? Values must resonate both conceptually and personally.
They tie to purpose and relevance. A value should connect directly to the organization’s purpose and mission, while also answering a more human question: What does this ask of me? The best values evoke a feeling—not just an idea.
They promote shared commitment. Values require care and consistency. They ask something of everyone, over time. This means identifying what behaviors uphold the value and what commitments must be honored to keep it alive in practice.
Why personal reflection belongs in company values work
One of the most overlooked elements of effective values development is reflection—especially personal reflection. Organizations are made up of people, and people bring their histories, beliefs, and lived experiences into their work every day.
When individuals are invited to reflect on their own journeys—where they came from, how they arrived at this point in their career, and where they hope to go—they engage more deeply in values work. This process surfaces the influences, mentors, decisions, and moments that shape how people show up professionally.
Similarly, reflecting on personal values helps individuals articulate what matters most to them and how those values show up in their behavior. When organizations create space for this kind of thoughtful input, the resulting company values are more authentic, grounded, and actionable.
Values as a living practice, not a one-time event
Defining company values is not about reaching perfect language on the first try. It is about creating a shared understanding that can grow with the organization. Values should be revisited as teams expand, leadership evolves, or the company enters a new chapter.
When values are thoughtfully developed and intentionally implemented, they become more than words. They guide hiring decisions, inform leadership development, shape feedback conversations, and anchor teams during periods of uncertainty.
Most importantly, strong values create clarity. They help people understand not just what they are working toward, but how they are expected to work together along the way.
Organizations that invest time and care into defining their values send a powerful message: that how we work matters just as much as what we achieve. For start-ups and evolving teams especially, this work lays the groundwork for trust, alignment, and sustainable growth.
Values, when done right, don’t limit creativity or ambition. They make space for both—by giving people a shared foundation from which to build.