What makes a company truly great?
Is it the products, the leadership, or something deeper?
The answer often lies in its core values.
Core values aren’t just corporate jargon or words plastered on a wall.
They shape how your team works together, how your business grows, and how customers perceive you.
When done right, they create a culture that inspires, motivates, and drives success.
In this post, we’re breaking down everything you need to know about core values—what they are, how to create them, and why they matter.
What Are Core Values?
Let’s start with the basics.
Core values are the guiding principles that shape a company’s culture, ethics, and behaviors.
They’re the foundation of your business’s identity—the “why” behind what you do.
The idea of organizational core values was first identified in 1994 in the book, Built to Last by Jim Collins and Jerry Porras.
The authors argued that many of the best, most enduring companies had principles that they termed ‘core values’ at their hearts: “Being inherent and sacrosanct; they can never be compromised, either for convenience or short-term economic gain.
Corporate core values may reflect the values of the company’s founders.”
What organizational core values are not, though, are meaningless words and phrases.
At One Thing Marketing, our core values drive everything from the way we collaborate to how we serve our clients.
These values define who we are and how we operate every day:
- Accountability – We take ownership of our work and results.
- Candor – We communicate openly and honestly.
- Always Be Learning – We embrace growth and continuous education.
- Continuous Improvement – We seek to get better every day.
- Teamwork – We work together to achieve the best outcomes.
- Have Fun – We enjoy what we do and bring enthusiasm to our work.
These weren’t chosen randomly.
We took the time to reflect, brainstorm, and align them with our mission.
And that’s exactly what you should do too.
Core Values vs. Mission Statement vs. Vision Statement
Here’s where things get a little confusing.
You’ve probably heard of mission and vision statements, but how do they differ from core values?
A mission statement defines the purpose of your business and what you aim to achieve. It explains why your company exists and the impact it seeks to make.
A vision statement defines the long-term impact and goals you strive for. It paints a picture of the future your company is working toward and serves as an aspirational guide.
Core values define the beliefs and principles that guide your daily actions and decisions. They shape the way you conduct business, interact with employees and customers, and make strategic choices.
Think of them as different puzzle pieces that, together, create a complete picture of your company’s identity.
Without core values, a mission and vision can feel hollow—values are what bring them to life in day-to-day operations.
For example, at One Thing Marketing, our core values shape how we collaborate, innovate, and serve clients.
Our mission is to help businesses grow through strategic, results-driven marketing.
Our vision is to be the go-to fractional CMO solution for home and trade service companies.
By defining all three clearly, your business can create a strong, purpose-driven culture that aligns actions with goals.
Steps to Create Core Values
You might be asking yourself, “How do I create my own set of core values for my business?”
Whether you’re just starting out or looking to reframe your company’s values, it’s essential to define what matters most to your team, your clients, and your mission.
Now, let’s take you through a step-by-step process to define values that are both meaningful and actionable for your business, with examples specifically tailored to home service businesses.
1. Define What Matters Most
When defining your core values, start by thinking about what truly matters to your business.
Ask yourself questions like:
- What principles guide our decisions?
- What behaviors do we want to encourage?
- What do we stand for, no matter what?
For example, a plumbing business might define one of its core values as reliability.
Internally, employees can demonstrate reliability by consistently arriving to work on time, promptly communicating schedule updates, proactively addressing potential delays, and ensuring accurate job documentation.
Additionally, maintaining clear and professional communication with both team members and clients helps reinforce a culture of dependability.
2. Involve Your Team
Core values shouldn’t just come from the top down—gather input from leadership, employees, and even customers to make sure your values represent the entire company.
A home remodeling company could approach this by asking their designers, contractors, and project managers questions like “What do you think makes us stand out in our work with clients?” and “What do you believe is important when creating a dream home for someone?”
Their answers might emphasize values like attention to detail, collaboration, or client-centric solutions.
To foster collaboration, team members can maintain open communication across departments, provide regular project updates, and actively seek input from colleagues to troubleshoot challenges.
Getting your team’s input ensures that everyone shares a common understanding of your core values.
3. Keep Them Clear and Actionable
Your core values should be clear, actionable, and easy to follow. Avoid vague terms—define them in a way that makes them concrete and relevant to your industry.
If safety is one of your core values, it should be defined in a way that directly guides employees’ actions.
Rather than a broad statement, safety can be demonstrated through concrete practices such as consistently following protocols, wearing proper protective gear, and conducting routine equipment and job site inspections.
Employees should proactively report hazards, stay up to date on safety training, and communicate clearly with team members to ensure everyone understands and follows safety procedures.
By making safety an active part of daily operations, employees reinforce the company’s commitment to protecting both their team and clients.
4. Align Values with Actions
Words mean nothing if they aren’t backed up by actions. Your core values should be reflected in how you operate, from leadership behavior to the way your employees interact with customers.
When sustainability is a core value, employees should minimize waste, properly dispose of materials, and explore sustainable alternatives for each project.
Leadership can reinforce this commitment by encouraging sustainable practices, providing ongoing education, and recognizing employees who implement environmentally responsible solutions.
By aligning sustainability with everyday actions, the company ensures its values are more than just words.
5. Communicate & Reinforce
Once you’ve defined your core values, it’s crucial to consistently communicate and reinforce them across your company. Core values need to be integrated into your day-to-day operations and company culture.
Employees of a roofing company can uphold the value of quality by carefully selecting high-quality materials, following best practices in installation and repair, and conducting thorough inspections to ensure every job meets the highest standards.
Leadership can reinforce quality by recognizing employees who go above and beyond in their craftsmanship, providing ongoing training to maintain excellence, and sharing client testimonials that highlight superior workmanship.
By embedding quality into daily operations and company culture, the business ensures that its high standards are consistently met and reflected in every project.
By following this process, you’ll be able to define core values that not only resonate with your team but also shape the way you do business, ultimately driving your success and fostering a strong, values-driven culture.
The Lasting Impact of Strong Core Values
Having well-defined core values isn’t just a nice-to-have—they’re essential to the long-term success of your business.
Let’s dive deeper into why strong core values matter and the impact they have on every aspect of your business.
Improved Company Culture
Core values form the foundation of your company culture. They guide how people within your organization interact with one another, how they approach their work, and how they solve problems.
A clear set of values creates alignment across all departments, helping everyone understand what’s expected of them and how to contribute to the bigger picture.
Better Decision-Making
When your core values are well-defined, employees at all levels have a clear guideline for making decisions.
Whether they’re handling a difficult client, resolving a conflict, or evaluating new opportunities, they can use your core values to guide them toward the right choice.
This leads to more consistent decision-making throughout your organization.
Your team doesn’t have to wonder how to act in tough situations—they can simply align their decisions with the values that define your business.
Attracting the Right Talent
Core values don’t just shape how your company operates internally—they also help you attract the right talent.
When your values are clear, prospective employees can determine if your company aligns with their own personal values.
People who share your company’s values are more likely to feel passionate about their work and remain loyal to your organization in the long run.
When your core values resonate with potential employees, you’re more likely to build a team that’s both engaged and satisfied.
A More Authentic Brand
Today’s consumers are more conscious than ever about the values of the brands they support.
People are drawn to companies that stand for something meaningful.
Core values provide a way for your business to communicate what you care about and what you stand for—helping you create a stronger, more authentic connection with your customers.
By weaving your values into your branding and marketing, you establish a deeper, more genuine relationship with your audience, which leads to increased loyalty, trust, and a stronger reputation.
Increased Efficiency & Performance
When everyone in your company is aligned with the same set of values, it streamlines how the business operates.
With shared values as the guiding principle, employees know what’s expected of them, which eliminates confusion and improves overall efficiency.
Instead of wasting time on decisions that are inconsistent with your values, your team can focus on what matters most and move forward quickly and confidently.
As a result, your business runs more smoothly, your team is more productive, and you’re able to achieve your goals faster.
In summary, strong core values do far more than just define your company’s culture. When your core values are clear and consistently upheld, they become the foundation of your company’s long-term success.
Shaping Culture, Driving Success
Today, we’ve explored the importance of defining your core values, walked through the steps to create them, and highlighted the powerful benefits they bring to your business.
Core values are more than just guiding principles—they are the foundation that shapes your company culture, enhances decision-making, and sets you apart in a competitive marketplace.
