Core values hold different meanings for different people. For me, when I think about them in the context of leadership and business, I often picture lofty ideals—words like honesty, integrity, commitment, and transparency—framed beautifully on a wall with an inspiring image behind them. But I’ve always found myself wondering: Who decides on these words? And more importantly, who among us is actually living by them?
One of my favorite movies is A Few Good Men, starring Tom Cruise and Jack Nicholson. There's a scene where Nicholson’s character says, “We use words like ‘honor,’ ‘code,’ ‘loyalty.’ We use these words as the backbone of a life spent defending something. You use them as a punchline.” His conviction in those words sticks with me. To him, those words aren’t just decorations—they represent his identity and what he stands for.
Several years ago, we hired a business coach who recommended we display our core values on the wall, much like many companies do. I hesitated. I didn’t want to just hang a few words on the wall; I wanted to live by values that were already part of who we are, and I wanted this company to be led by those values. The coach responded, “Great! Then why not write them down so your team, future team members, clients, and vendors can see them? So they know what you stand for.”
That advice gave me pause. A scripture came to mind: “Write down the vision, and make it plain.” In that moment, I realized he was right. This was “ Do the next right thing”. I had spent years seeing core values plastered on walls and posted on social media, only to witness the complete opposite in practice. The disconnect between the words and the actions was glaring.
So, we began the process of reflecting on our true core values—the ones that had always been embedded in our culture, even though they hadn’t been clearly communicated. We asked ourselves questions like, “What phrases have become part of our DNA?” and “What one-liners keep coming up in our conversations?” It didn’t take long for us to identify the values that had always been at the heart of our work.
These core values are more than just words on a wall; they are principles that guide how we live, work, and treat others. They influence how we make decisions—how we hire, promote, and even let go of people when necessary. They shape who we are as individuals and as a company. We landed on five core values that we are committed to:
We’re far from perfect. Each of us has strengths and areas where we can improve. But I challenge you to reflect on your own core values. What principles guide your actions? How do you choose to treat others? What are your non-negotiables? And how do you want to influence the next generation to engage with the world?
I promise this: If you take the time to reflect and truly consider your principles, you’ll uncover the values you’re already living out.
