Navigating the Turns: How Organizational Values Keep You on Track

Several years ago, I was traveling in India alongside a client, capturing media for an upcoming campaign. We came across the Ghat Roads, a remarkable set of “hairpin” roadways in the Western Ghat mountain range. As we traveled up the extremely narrow, two-lane road, making nearly 180-degree turns for what felt like an hour, I remember thinking to myself, “I hope these guardrails are built well.”

Values in an organization are a lot like those guardrails—a set of guides that keep us heading toward our vision.

When we think about organizational values, I wouldn’t be surprised if the first image that came to mind was closer to the parodied motivational posters featuring corporate-sounding terms like “Teamwork”, “Honesty”, or “Integrity.” These words and phrases could be meaningful, but they lack the context and connection that make them actionable.

I’ve defined values as “how we engage aspects of an organization to guide us toward our vision.” Much like guardrails along a roadway, values provide direction and stability, particularly in challenging or uncertain situations. Today, we are navigating a landscape that is more disruptive and fast-changing than ever. Economic shifts, technological advancements, and evolving cultural dynamics make the future increasingly difficult to predict. This is why having clearly defined values is essential. They don’t necessarily determine every move, but serve as boundaries to guide decision making and keep us on course.

At OX, our values are the foundation of everything we do, shaping not just the work we create but how we show up in the world. Curiosity drives us to uncover the “why” beneath the “what,” ensuring our solutions are purpose-built and impactful. Authenticity keeps us grounded, holding us accountable to bring our honest best, learn from our missteps, and continually grow. Our belief in Community fosters a collaborative spirit, rejecting scarcity-driven thinking in favor of shared success that benefits everyone. With Legacy in mind, we aim to create work that makes a meaningful, lasting impact, far beyond the present moment. And through Empathy, we remember there are 8 billion people in the world and that each perspective has the power to inspire and transform. Together, these values guide us to make a difference that matters.

When was the last time you reviewed your organization’s values? Here are two important filters that will help you shape them.

1. Values must be clear. Ambiguity creates too much room for interpretation, which leads to inconsistent decision-making and misalignment. Clear values are actionable and specific. They define not just what we believe, but how we apply and practice those beliefs in day to day operations.
2. Values must connect with your team and create accountability. When values are authentically embraced, they become a shared commitment—a culture where everyone holds themselves and each other accountable to living them out. This connection fosters a sense of belonging and purpose, reinforcing that every person has a role to play in advancing the organization’s mission.

So the question isn’t just whether your organization has values, but whether those values are actively serving their purpose. Are they clear and specific enough to guide decision-making? Do they resonate with your team and reflect the true culture of your organization?

Your vision is the destination and your values keep you on track, they guide you through the challenges and opportunities. They rally your team behind a purpose. And just like those guardrails on the Ghat Roads, you’ll be grateful they’re built well when you need them most.

By Steven Abraham , Head of Strategy, OX