Core values are significant statements which define what is important to your business and govern the way you run it. Included in building your company’ brand, it is critical to recognize and communicate your business’s core values to entice clients and inspire workers. When coming up with your own core values, it’s helpful to model them after those of other top performing organizations.
Thus, we’ve provided a list of 25 core worth examples that will resonate with customers and staff alike.
1. “That horizon may be nearer than you think.” — Intuit Mint
Tracy Julien, VP of Marketing, GuidedChoice
“Mint’s worth statement is inspirational, especially for those operating from the retirement and financial sector. Saving enough money for the future can seem quite daunting, however the statement can help to assure the consumer that they are going to be able to meet their objectives, no matter how lofty they may seem. It is necessary to remember that goals are achievable if the effort is put into reach them. Mint Value Statement: That Horizon Might Be Closer Than You Think.”
Value announcement from Intuit Mint
2. “We do the right thing. Period.” — Uber
Matt Bentley, Founder and Owner, CanIRank
“I am a huge fan of the’cultural norms’ of Uber. Particularly their fourth price, which is’We do the right thing. Period.’
Value statement from Uber’s cultural standards
Integrity is core to any business enterprise. As a company owner, you are a steward of your entire business and you ought to take that responsibility seriously. As an search engine optimization agency, we could be judged by the misdeeds of very bad search engine optimization bureaus, but at CanIRankour objectives are to give value, educate our clients and build long-term relationships. So we concentrate on being fully transparent about what we’re working on and doing the right thing — interval.”
3. “Treat your customers like human beings…” — L.L Bean
Stephanie Pope, Partner and Head of Marketing at Hope and Harmony Farms Virginia Peanuts
“L.L. Bean’s firm values statement, also called’L.L.’s Golden Rule,’ is simple yet so powerful:’Sell decent merchandise at a reasonable profit, treat your customers like human beings, and they’ll always come back for more.’
Value announcement from L.L. Bean
L.L. Bean is not only known for their superbly crafted, high-quality products but also for their stellar customer service, according to their brand after and massive success. As the owner of a fourth-generation peanut farm and gourmet business, L.L.’s Golden Rule resonates with me since we strive to provide integrity through product and service. Since L.L. Bean’s founder said,’We want clients to return, and when they believe they’ve been treated well, then they will.'”
4. “Sport is the foundation for all we do…” — Adidas
Alexandra Pavlenko, Managing Director, M&A Solutions Ltd
“The performance worth announcement from Adidas is’Sport is the foundation for all we do and executional excellence is a core value of our Group.’
Performance value statement from Adidas
This value expresses the idea that sport has an important part in life for each society and culture, since it is a core task for happiness and health. In this case, the company emphasizes the significance in executing its own brand, sales, design and manufacturing (i.e., business achievement ) within the reach of fulfilling a worthy social goal — in offering sports brands, products, services and experience to fulfill people’s requirements in game. It increases customer awareness of the brand and capitalizes growth opportunities.”
5. “We are obsessed with communication…” — Hotjar
Alexander Winston, Managing Director, PPC Shield
“As a startup founder, I often look to other successful startup companies for inspiration. When it comes to value statements for a company, one of the best I have noticed is Hotjar’s. Found in their livelihood page, their worth statement, or’culture statement,’ sets from the organization’s key values along with their guarantees to employees.
Hotjar worth statement
Not only do they promise esteem, transparency and direct responses for workers, but they also promote good communication between each other. As a business that has built its whole business on remote workers, their value statement is not something that most people would consider. Since remote working can frequently be lonely and isolated, the very last thing you would expect is a business promoting communication and teamwork. However, Hotjar promotes both communication and respect among workers while avoiding workplace politics, discrimination and disrespect.
As a successful firm, Hotjar’s value statement has worked miracles and aided them employ the right group of employees. If you’re looking for a fantastic value statement, then everybody is able to learn from Hotjar.”
6. “Listen to all ideas…” — Intel
Paul Faust, Vice President of Business Development, RingBoost
“I relate to the’Risk Taking’ facet of Intel’s values strongly, since it focuses on challenging the status quo while maintaining a wholesome respect for dialogue between colleagues.
Thinking differently and learning from failure is a essential part of development, which is frequently lost in the dull values of different manufacturers. Intel founder Andy Grove leads by example when he compels employees outside their comfort zone and expects them to do the same for him. It is a refreshing approach that owners of any size business can learn from.”
7. “We must be good citizens…” — Johnson & Johnson
L. Brent McClure, CPA, L. Brent McClure.com
“Johnson & Johnson says,’Robert Wood Johnson, former chairman from 1932 to 1963 and also a member of the Company’s founding family, crafted Our Credo himself in 1943, just before Johnson & Johnson became a publicly traded company. It was long before anyone ever heard the term’corporate social responsibility.’ Our credo is much more than only a moral compass. We believe it’s a recipe for business success.’
The fact that Johnson & Johnson is one of just a handful of companies which have flourished through more than a century of change is evidence of that. The’credo’ is enough to move me and most anyone else, especially given it was composed in 1943…that I think you will agree that it is fantastic!”
8. “Openness, honesty, integrity, courage, respect, diversity, and balance…” — Disney
Ronda Smith, Ph.D., Professor, Ball State University
“When I had been asked to comment about a company whose values I admired, it was an easy reaction. Having worked at Walt Disney World for several years, and been off two times as many, I’m proud to report that the values they espoused then are still the values they profess now. Those values permeate the business as it operates, interacts with guests and influences how they expect Cast Members will socialize with each other.
Disney Corporate Culture Cast Member Orientation Slide
In an age when bullying is becoming commonplace, I’m encouraged by industry leaders such as the Walt Disney World Resort who dedicate to the highest expectations for the way their Cast Members (employees) should interact, not just with guests, but also with one another. Values such as unity, honesty, ethics, courage, respect, diversity, and balance permeate the organization.
Those values and the culture they created make them my most admired previous employer, the standard I have evaluated every employer against because, and the company that I miss the most.”
9. “Be Dramatic…” — Apto
Mark Winokur, Owner/Founder, Workforce First Aid
“Apto Core Values:’Be Spectacular, Take Ownership, Be Introspective, Be Uncomfortable, Execution Matters.’
These core values have stuck with me over the past couple of months and they really speak towards what it takes to succeed as an entrepreneur, as a business, and even simply as a human being. If you think of’heart’ values, it’s all about the intangible aspects that drive a person or a company to be great.
Apto core values
Apto’s core values don’t only give an outcome, they supply a step-by-step procedure to achievement — work hard, place yourself in uncomfortable situations and focus on proper execution. I have found that these core values are rather universal to achievement in virtually anything — both personally and professionally.”
10. “High standards are a Method of life…” — Wegman’s
Harrison Doan, Director of Analytics, Saatva
“I’m tethered to the Wegman’s motto because of its directness and honesty. It is:’Caring, High Standards, Making a Difference, Respect, and Empowerment.’
Wegman values
Not only are those values that we also enjoy, but I think they’re core values for almost any business, especially today in the electronic era. It is so simple for a disconnect to grow between clients, merchandise, and proprietor without the intention of personability. We get lost talking and interacting with screens, and do not realize there are actual people on the other end. Their worth statement reflects exactly what that connection ought to be.”
11. “No child is denied treatment…” — St. Jude Children’s Hospital
Dr. Elizabeth M. Minei, Ph.D., Consultant, Eminei Consulting LLC, and Assistant Professor, Baruch College
“I particularly respect St. Jude Children’s Hospital, and while they do not explicitly have a value statement, their mission statement communicates their worth of truly helping households regardless of financial circumstance. This type of message conveys quite simply the fundamentals of’community’ and coming together to value human life over gain.
‘The mission of St. Jude Children’s Research Hospital is to advance cures, and means of prevention, for pediatric catastrophic diseases through treatment and research. Consistent with the vision of the founder Danny Thomas, no child is denied treatment based on race, faith or a family’s capacity to cover'”
12. “Invest in each individual…” — PacMoore
Angela Nuttle, CEO, Corporate Talent Institute
“PacMoore consists of people committed to serving customers with excellence. Excellence is just one of our firm values, which were each chosen according to biblical principles. While PacMoore wholeheartedly welcomes employees of faith systems and beliefs, the inspiration and motivation in our company’s foundation is the love of Jesus Christ and guidance He has provided.
Bearing this in mind, we do much more than contract production. We attempt to build communities one person at a time. This means living out our values of Faith, Family, Integrity, Respect, and Excellence daily. Our intention is to invest in each individual and supply opportunities for economic growth in every part of life — physically, financially, emotionally and spiritually.”
13. “We are inclusive and collaborative…” — Prudential
Katherin Nukk-Freeman, Co-founder, SHIFT HR Compliance Training
“Prudential’s values statement references their commitment to an inclusive and collaborative work environment, and I have experienced that commitment to diversity in many different respects. In school, I worked for a subsidiary of Prudential in which I had a female boss. The head of the section was female. This was in the late’80s. Possessing a woman run an whole section, on Wall Street in particular, was nearly unheard of in the time. As a student, this really impressed me. It showed me that the business was truly committed to the notion of diversity and increase in the workplace.
Prudential Core Values
A couple of decades later, once I co-founded my law firm in 2006, the Diversity Committee in Prudential’s law department achieved to our (accredited, woman-owned) firm to ask when we wanted to pitch to perform a number of Prudential’s employment legislation job. We were a newly-established, small firm at the time, however Prudential was willing to provide us a chance. Our professional connection with Prudential has grown over the years, and we’ve witnessed Prudential’s commitment and dedication to diversity.”
14. “No fine print…” — Affirm
Cristian Rennella, CEO & Co-founder of oMelhorTrato.com.
“After nine decades of effort, I can assure you that the value announcement that impressed me the MOST is that of Affirm’No fine print: We’re totally clear and fair — with our customers and with each other’
Value announcement from Affirm submitted on wall
In an industry like finance, the greatest enemy is the absence of transparency. Notably in hidden commissions and fees. Having this respect is what’s going to distinguish this company from all of the rest. They are an remarkable example!
We work in this business and understand that transparency and sincerity is what is most needed for the good of all consumers and their families”
15. “Create a better everyday life…” — IKEA
Bo Lias, CEO/Founder, Lula
“I’m especially fond of IKEA’s worth statement,’In IKEA, our vision is to create a better everyday life for the many people.’
Ikea values illustrated in a photograph
This announcement actually resonates with our brand. In Lula, we’re dedicated to providing a service for homeowners that makes their lives better. People are the most important part of what we are attempting to achieve. If the objective isn’t to enhance the lives of individuals, why bother?”
16. “Connect the planet’s professionals…” — LinkedIn
Ash Kumra, CEO / Radio Host / Writer, YOUNGRY™
“I feel LinkedIn’s assignment statement [is one] I both admire and relate to.
We are all professionals in some area of our life, and also this inclusive type thinking is the reason why it’s one of those darlings of Silicon Valley and entrepreneurship all around.”
17. “Connecting people to real food.” — Sweetgreen
Ronna Moore, Owner, Fairy Homes and Gardens
“I have always loved the Sweetgreen value statement:’To inspire much healthier communities by linking people to real food.’
Sweetgreen core values
As a gardening pro myself, I feel it’s becoming increasingly more important to link customers to green practices, and to choose a value statement which reflects that need. Sweetgreen has done this in this way that the ease of it all really reinforces their message.”
18. “Do the right thing…” — Buffer
Beth Granger, Social Media Advisor, Beth Granger Consulting: Intrepid Social
“I really enjoy the 10 Buffer Values and how they truly live by them. I respect how Buffer really lives by their 10 values and’ve even seen them live by these as it isn’t easy during a layoff.”
Buffer core values
19. “Fun-LUVing Attitude…” — Southwest Airlines
Kristen McAlister, Co-owner/President, Cerius Interim Executive Solutions
“I have always admired Southwest Airlines.
Southwest Airlines values
Their values are the lifeblood of their culture and what has been set them apart. In an industry that’s riddled with bad experiences and bad press, their values help turn even the worst flight experiences into opportunities to impress.”
20. “Blowouts bring joy.” — Drybar
Deborah Sweeney CEO, MyCorporation
“I’m a huge fan, and loyal customer, at Drybar, which has the tagline’blowouts bring joy.’
This statement resonates with me personally because it’s really representative of what that Drybar is about: an hour of relaxation and hair styling which ends with you feeling and looking fantastic and filled with assurance!”
21. “We deliver premium value…” — American Express
Andrei Vasilescu, CEO, DontPayFull.com
American Express is one of the best financial organizations that’s providing exceptional financial solutions to countless people. Their worth statement regarding caliber is’We provide premium value to our customers,’ which obviously express their worth to their clients.
American Express Blue Box quality value statement
A company runs and develops on the powerful relationship with their customers, and strong relationships form only if the company’s primary target remains at providing excellent quality service to its clients. As a little entrepreneur, I maintain the same value to my clients.”
22. “TouchPOINTS (Passion, Ownership, Intentional, Nurturing and Trust)” — Touchstone Communities
Dr. Chip R. Bell, Client Loyalty Speaker, Trainer, Author, Chip Bell Group
“Touchstone Communities at San Antonio, Texas, calls for their core values TouchPOINTS (acronym for Passion, Ownership, Intentional, Nurturing and Trust).
They spell out exactly what their core values look like in training through lines like:’Honor time: If you are not early, you’re late,’ or’Err on the side of inclusion: If you are in doubt, ask too many questions instead of not enough. ”’
23. “If you take care of your workers, they will take care of the clients.” — Virgin Airlines
Nick Riesel, Managing Director, Free Office Finder
“Virgin Airlines (Richard Branson),”’Clients don’t come . Employees come . If you look after your workers, they will take care of the customers.’ Considerate and insightful, Virgin Airlines knows how workers’ happiness sometimes takes a corporation.”
24. “Help small company make better decisions…” — Fit Small Business
Marc Prosser, Co-founder & Publisher, Fit Small Business
“We want to assist modest businesses make better decisions by providing them with high quality instructional articles and resources.
My feeling is that if you read the vision statement to 100 workers in a business and asked them,’Can the firm act in a means that’s in accord with vision announcement?’ And 80 to 90 say yes, you have good company.
The issue with vision statements is that they are frequently done with PR people and not consistent with what the provider is about or even striving to be around.”
25. “Have fun. Make money. Do good.” — The Business Psychology Company
Terry “Doc” Dockery, Ph.D., Program Director, CEO Roundtables; Kennesaw State University Entrepreneurship Center
“Folks often attempt to unite values and mission in a long and wordy statement that people eliminate interest before they reach the end. It loses impact and clarity.
My recommendation is that you’ve got two different topics: 1) What is your assignment; i.e., what do you do for where and whom? 2) Which are the core values that drive decisions in how you’re going to get it?
The core values statement I hold most dear is the one for my company, The Business Psychology Company.
Core values in The Business Psychology Company
Bottom Line
A worth statement is a word, phrase or sentence which conveys the core values of your organization to your customers, employees and/or the world writ large. It’s so personal to that which you, the owner, maintenance about that it needs to be crafted carefully. The values statements provided above certainly resonate with small business owners. We hope they inspire you to create and share your own business worth.
