Crafting Company Values That Drive Growth and Success

10 September 2025

Let’s face it, company values can sometimes feel like nice-sounding words posted on the wall that almost nobody really pays attention to. But here’s the truth: when done right, company values can be your secret weapon for long-term growth and success.

All organizations—big or small—stand for something. And when those “somethings” are clearly defined, deeply believed in, and widely practiced, they fuel everything from hiring the right people to building a killer brand your customers love.

So, how do you build company values that aren’t just lip service but actually drive business outcomes? Let’s walk through it together.

Why Company Values Matter More Than Ever

In the fast-moving business world we live in today, values give your team direction. Think of them as your company’s internal compass. Without them, people end up just focusing on tasks, forgetting the bigger picture. But with strong values in place, every decision—from hiring to customer service—becomes a step toward your company’s mission.

Company Values as the Foundation of Culture

Culture eats strategy for breakfast, right? Well, values are what culture is made of. You can have a fancy business strategy, but if your workplace is toxic or your team doesn’t believe in what they’re doing, that strategy will struggle.

Values shape how your team behaves, interacts, and works together. They set the tone.

Aligning Teams with Purpose

Ever seen a sports team win games even when they don’t have the best players? That’s what happens when everyone’s playing for the same purpose. The same goes for companies. When your workforce is aligned with your core values, they row in the same direction—faster.

Getting Started: What Are Company Values Anyway?

Let’s clear the air. Company values are the core principles that guide everything you do. They're not just “honesty” and “respect”—though those are nice too.

Instead, think of them as your company’s personality traits. They’re the beliefs your business lives by.

Some values focus inward (like how team members treat each other), others point outward (like how you treat customers), and some do both.

These values should answer questions like:

- What's important to us?
- How do we make decisions when things get tough?
- What behaviors are encouraged or avoided?

Step-By-Step: How to Craft Values That Actually Matter

Now that we know what values are and why they matter, let’s roll up our sleeves and build them the right way.

1. Start With Your Origin Story

Where did your company come from? What problem were you trying to solve? Why did the founder (maybe that’s you!) start it all?

This is your origin story—and it’s packed with clues about your core values.

For example, if your company began as a way to challenge the status quo, one of your values might be “bold thinking” or “disruptive innovation.”

Use your story to uncover what truly matters at your company’s core.

2. Listen to Your Team (Really Listen)

If you already have a team, bring them into the conversation. Sit down with people across departments and ask them:

- What do you love about working here?
- What kind of behaviors get rewarded?
- What do we actually care about day to day?

You’ll discover patterns—words, feelings, stories—which help form authentic, grounded company values. It’s not about picking cool-sounding terms from a list; it’s about capturing who you already are (and who you want to be).

3. Keep It Real (And Avoid Corporate Buzzwords)

Let’s be honest—we’ve all seen those values that feel like they came from a corporate value generator:

- Integrity
- Excellence
- Accountability

Yawn. These are fine words, but they’re not very specific. Your values should be unmistakably yours. Go deeper.

Instead of "Integrity," how about “We do the right thing even when no one’s watching”?

Instead of "Innovation," maybe it’s “We break things to rebuild them better.”

Make your values sound like how you talk, not how a lawyer talks.

4. Limit Yourself to 3-5 Values

Too many companies try to include everything and end up with a list of 10+ values. No one remembers them all, and they don’t guide behavior.

Stick to 3-5 core values that truly represent your business. Think of them like your North Star—they should be memorable and clear enough that people can actually live them out.

Less is more.

5. Define Each Value Clearly

Now it’s time to give each value life. One word isn't enough. Provide a short, punchy definition of what that value really means to your company.

Here’s a quick example:
- Value: “Own It”
- What It Means: We take full responsibility for our work and results. We’re proactive, solutions-focused, and don't pass the buck.

This clarity gives your team something real to hold onto.

6. Make Them Actionable

Values shouldn't be abstract. They should show up in your daily operations—from performance reviews to leadership meetings to your hiring process.

Ask yourself:
- How do we recognize employees who live our values?
- How do we hire people who align with these values?
- How do we use them to resolve conflict?

When values become a filter for all decisions, they help shape a solid, consistent culture.

Putting Company Values to Work

Alright, you've crafted your values—but this is just the beginning. Now comes the fun part: activating them throughout your company.

Hiring with Values in Mind

Don’t just look for skills. Hire for culture fit too.

During interviews, ask candidates values-based questions like:
- “Tell me about a time you had to make an unpopular decision because it was the right thing to do.”
- “What motivates you beyond a paycheck?”

This helps you find people who naturally align with your values.

Reinforcing Values Internally

You need to keep your values front and center. Here are a few ideas:
- Include them in your onboarding process
- Mention them during team meetings
- Celebrate people who embody them (maybe shout them out in your Slack or monthly newsletter!)

Make your values feel alive—not just wall decor.

Leading by Example

This one’s big: leaders must walk the talk.

If your value is "transparency," managers should be open about goals, wins, and challenges.

If your value is "continuous learning," you better see the CEO signing up for training sessions too.

Culture starts at the top.

When to Revisit and Refresh Your Values

As your business evolves, your values might evolve too.

Maybe your team has grown or your mission has shifted. That’s okay—it’s healthy to revisit your values every few years.

Just ask:
- Do these still reflect who we are?
- Are they helping or holding us back?
- Have we grown past them?

It’s better to tweak them slowly than stick with outdated ones that no longer serve the team.

Real-World Examples of Company Values (That Actually Work)

Let’s be inspired by a few companies who’ve nailed the values game.

1. Netflix

Freedom and Responsibility

Netflix doesn’t micromanage. They trust their team to make big decisions responsibly—and people love that level of autonomy. It’s made them a talent magnet.

2. Zappos

Deliver WOW Through Service

Zappos lives and breathes customer service. They’ll even tell you to go shop somewhere else if they don’t have what you need. That’s how much they believe in putting customers first.

3. Patagonia

Build the Best Product, Cause No Unnecessary Harm

Their values drive everything—from how they operate to the materials they use. They’ve built a community of customers who care deeply about environmental impact.

These aren’t just marketing taglines. They’re values in action.

Final Thoughts: Values Are the Roots of Growth

At the end of the day, crafting company values that drive growth and success isn’t a one-time branding exercise.

It’s an ongoing commitment to be intentional about how you run your business, how you treat people, and how you make decisions—especially when things get tough.

When your values are clear, authentic, and consistently lived out, they become your company’s superpower.

So, if you haven’t already, take a beat. Look inward. Ask hard questions. Tap into your story. Talk to your team. And start building the foundation for a values-driven business that grows for the long haul.