The 5-step plan for better core values

Defining and fostering company culture might seem like just another task on a founder's to-do list, but it’s actually one of the most crucial parts of building a successful business.

In fact, business author Patrick Lencioni has claimed that it's your company's clearest differentiator from other companies. And if done right, your biggest advantage.

At its core, company culture is simply "the way we do things around here." It’s the shared values, beliefs, and behaviors that shape how your team works together and behave towards external stakeholders like partners, clients, and players.

Culture doesn’t happen by accident—it’s created through deliberate choices, primarily your company’s core values.

Core values are the guiding principles that influence everything from hiring decisions to how conflicts are handled, and they’re the backbone of a strong, cohesive company culture.

Without strong values, you risk creating a culture where the most dominant personalities dictate the norms, leading to a lack of cohesion and, ultimately, dysfunction.

On the flip side, when values are clear and consistently reinforced, it’s like a compass for decision-making. Your employees, partners, and clients or players know what to expect and how to navigate challenges. They will attract people who align with them and naturally repel those who don’t.

And that's good!

The most skilled people will still disrupt your studio if they don't match with your values.

5 Steps to define your core values

So, how do you figure out what your company’s core values should be? It’s more than just pulling a few buzzwords from a list.

Here is the five-step process I use to help my clients find their core values:

1. Gather the decision-makers

Start by gathering the team that is responsible for shaping the company's direction.

This should include at least the management or founding members of the company.

2. Answer four critical questions

Individually, write down a three company superstars -- team members that truly represent the spirit of the company. Then, combine them in one list.

Next, reflect on the following questions while keeping the superstars in mind, and write down the answers for yourselves:

Think of when a team member did something you admired. How would you describe what you admired about it?

Think of a time when your team worked together in a way that resulted in something awesome. How were they able to succeed together?

Think of a company that you admire. How would you describe their approach? And how would you describe your own company’s approach?

These questions help identify values that are already present.

And for more inspiration, check out this list of 40+ examples of core value sets from actual videogame companies.

3. List and refine

Once everyone has provided input, create a comprehensive list of everyone's potential values.

Then, go through the list using the Keep, Kill, Combine method:

For every item, discuss if it should be kept, killed, or combined with another value. One "keep" vote is enough to leave it on for each round.

Keep doing this until you have a list of 3 to 5 core values that truly represent the company.

4. Check the values

Check your values against the value do's and don'ts.

Values SHOULD be:

Timeless - They should apply to your company (basically) forever

Universally applicable - They need to apply to all people on all teams in your company, including (and especially) leadership. You don't want to go the Activision Blizzard route.

Uncompromising - They should be a point of pride to the degree that you’d uphold them even if the market would punish you for doing so.

Values SHOULD NOT be:

Aspirational - Values that you would like to hold, someday. Maybe. But you don't right now.

Permission-to-play - Values that you expect any professional to hold, whether they work for you or someone else.

Accidental - Values that got you to where you are now, but that aren’t necessary to move forward.

5. Test your values

Finally, it's time to test your values.

Going around the table, rate every member of the team on how well they exhibit these values.

+ = most of the time

+/- = some of the time

- = not enough

Note down everyone's average scores first, then discuss afterwards.

Any surprises here? Are there any values that no-one really exhibits? If so, you might want to review them.

When you're happy, do one more test with one of your superstars (they should score very high) and, if they exist, someone who has been causing friction (they will probably score low on one or more of the values).

In the long run, no-one in the company should score a "-" on any value, and only one or two "+/-".

Congratulations! You now have your very own set of core values!

Then what?

It’s one thing to define values, but it’s another to live them.

To really embed your core values into the culture of your company, they need to be more than just words on a wall.

Start by creating a Core Values Statement, where you expand on each value with stories and real-life examples.

This makes the values relatable and memorable for the team.

You’ll also want to consistently reinforce these values.

Make them a part of your day-to-day conversations, include them in performance reviews, and celebrate when team members embody them.

And if someone isn’t aligned with the values, address it head-on. This could mean coaching them through it or even letting them go if it’s clear they’re not a fit. It sounds harsh, but the integrity of your culture depends on everyone being on the same page.

Sharing your values with the world

Your company’s values don’t just stay within the walls of your office—they should be shared with potential hires, clients, and even the public.

Incorporate them into job interviews to ensure you’re hiring people who align with your culture.

Share them in marketing materials and on your website to attract clients and partners who share your vision.

Why it’s worth the effort

Building and maintaining a strong company culture based on clearly defined values is worth every bit of effort.

Defining values isn’t just a one-time exercise. It’s a continuous process of living and reinforcing those principles to ensure that everyone stays on track and your culture thrives.

It helps create a workplace where people are engaged, motivated, and aligned with a common purpose.

And in the long run, that leads to better performance, a more cohesive team, and a company you can be proud of.

P.S. Defining core values is just one part of the Long Game Operating System for better studio management. Curious to hear what else it includes, and how it can help you lead your studio with more confidence, better results, and less hassle? Let's talk!

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About me

Hi, I'm Martijn van Zwieten ??

I have worked in the games industry in various roles for 13 years before becoming a business coach and consultant in 2021.

I’ve seen what works and what doesn’t work firsthand. And obtaining an MBA degree and researching the elements that make up good leadership helped me understand why.

Building on these experiences I developed the Long Game Operating System; a business management system that helps you lead your company with more confidence, better results, and less hassle.

So far, I have helped 70+ CEO’s, founders and leaders at companies like i3D.net, CoolGames, and Maliyo Games to build a meaningfully better organization.