How to write core values that stick
Most core values fail because they're interchangeable — every company claims integrity and excellence. The ones that work are specific enough to guide a real decision and short enough to remember.
- Make them behavioral — describe how people actually act, not abstract virtues.
- Keep it to 3–7 — a list no one remembers changes no behavior.
- Use them — in hiring, reviews, and hard calls, or they're just decoration.
Frequently asked questions
- What are core values?
- Core values are the handful of principles that define how a company behaves and makes decisions. Good ones guide real choices — who you hire, how you handle trade-offs — rather than just decorating a wall.
- How many core values should a company have?
- Most companies land on 3–7. Fewer than three feels thin; more than seven and no one can remember them, which defeats the purpose.
- What makes a good core value?
- Specificity. "Integrity" could belong to any company. "Default to transparency — share the messy draft" tells people how to actually act. Tie each value to a behavior.
- How do you use core values?
- Reference them in hiring, performance reviews, and tough decisions. A value you never invoke is not a value — it is wall art.