Coming up with a creative list of company core values that make sense for your business is tricky. It takes a lot of time, work, and research. Not to mention, the blank page can kill creativity. Where do you even start drafting your company values? In this blog, we want to provide inspiration to help you get started.
Company core values are the behaviors and principles that a company lives by. These values should represent the way the company does business or, at least, aspires to conduct business.
Common core values you might see would include things like “Integrity” or “Continuous Improvement.”
But companies often have a list of core values (about five) to make up their specific culture and ways of working.
Core values are so important because they offer a blueprint for employees to understand how they are expected to conduct themselves. They also signify to your customers what they can expect from you as an organization.
But even more so, core values are being a critical part of the recruiting and talent retention process. People want to work at companies that share similar values to them. So, when people look for jobs, your company values are a key consideration point for them.
That’s why it’s so important for your values to be unique and thoughtful. By not having very generic values, you can set yourself apart from other companies and be more competitive with recruiting top talent.
There are several things you should consider when choosing your list of company core values. The first is to understand that values can be “core” or “aspirational.”
A core value is something that you probably already do well and embody every day. An aspirational value is one that you still are working towards achieving, but see as being critically important to the kind of business you want to be.
What we love about this is the idea that values are something that have to be worked towards, reinforced, and earned. You can’t just say you have a core value if you don’t live it.
So, how do you sort through the innumerable potential values that could represent your company? This checklist can help:
When you pick your company’s values, it helps to think in two layers: core values and aspirational values.
Core Values are what you already live by. These should feel natural to your team today — not forced.
Aspirational Values are what you want to become. They reflect the future you’re building toward.
Having both types is powerful because:
It keeps your values grounded in reality (core), while also encouraging growth (aspirational).
It helps employees see a roadmap: you’re not just telling them what you are, but also what you aspire to be.
It supports continuous improvement: you can check periodically whether your aspirational values are becoming core.
Tip: Limit core values to around 4–7, so they stay memorable. (Too many values can dilute impact.)
Core values aren’t just pretty words — they should guide how your company makes decisions, hires, and evaluates performance. Here’s how you can bring them into real life:
Decision-Making Framework
When leaders face choices, run them through core-value filters. Ask: “Which of our values supports this decision?” or “Does this align with what we stand for?”
Use values in strategic planning: let key values influence product direction, partnerships, customer policy.
Hiring & Onboarding
Define behaviors for each value. For example, if “Integrity” is a value, onboarding could include stories, role-plays, or scenarios where integrity matters.
Ask value-based interview questions: “Can you tell me about a time you showed accountability?” or “How do you practice innovation at work?”
Performance & Recognition
Link performance reviews to core values: rate employees not only on KPIs but also on how they embody values.
Create recognition programs: spotlight team members who consistently live your values (e.g., “Quarterly Integrity Champion”)
Cultural Reinforcement
Build rituals: e.g., share “value stories” in all-hands meetings, newsletters, or on your internal app.
Use values in your reward system: small perks, badges, or shout-outs when people demonstrate them.
Even with the best intentions, companies often make avoidable mistakes when defining core values. Here are some pitfalls — and how to sidestep them:
Too Generic: Values like “Integrity” or “Innovation” are common for a reason — but if they’re the only ones you list, they may feel empty or unoriginal. Use them plus more specific expressions to make them real.
Too Many Values: When you have 15+ values, no one remembers them. Keep your list focused (ideally 5–8 core values) so they stick.
Lack of Real Buy-In: If leadership doesn’t truly live the values, they feel like slogans. Involve employees in the value-creation process so they resonate.
No Reinforcement Strategy: Defining values is step one. But without regular reinforcement — through performance reviews, stories, recognition — values will fade.
Ignoring Cultural Fit vs. Ambition: Sometimes aspirational values feel aspirational precisely because they’re not yet part of the culture. That’s fine — but track progress and revisit them regularly.
Now that you have a sense of what your list of company core values should look like, let’s talk about examples of values you might choose from. Keep in mind that you can be as creative as you want with your values as long as they represent who you are as a company and what you believe in.
The truth is, your values don’t have to be single words that embody your guiding principles. They could be quotes or short sentences. Here are some examples:
We can learn a lot from companies who have aced coming up with their values. Google, for example, has the following values:
Meta (formerly Facebook) also has core values that go beyond a list of words strung together:
Adobe’s core values are:
Don’t just stop at selecting your values and putting them on your website. You have to regularly share them with your employees and live by them.
Whether you include your values in storytelling campaigns on your app or intranet or create employee recognition programs based on them, it’s so important to make your values an integral part of your internal communications.
Want expert advice on how to live by your values? Check out case studies from our clients Veterans United and KR Wolfe.
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