What are core values and how do we write good ones?

If you were asked to identify your values, what would you say? Most people typically understand this question to be asking them about the principles that guide their actions in daily life. For example, if you value honesty, telling the truth will be on your mind and help you make decisions on what to say when you speak. 

Some people may attempt to confuse you by telling you that principles, beliefs and values are three separate and unique entities. You can make this argument stand up by defining each of these words in a unique manner. However, when you start to examine how organizations approach these terms in real life, there is no consensus on what each term means. Some people say that principles are built on values and others the other way around. Some say that values are long-term and principles short-term and some the other way around. Even dictionaries often use the word “principles” to define “values”. The point is, whether you call them principles, values, or beliefs, do you have a group of words or statements that guide your decision making and behavior? 

One question you might asking is, “What is the difference among a mission statement, a vision statement and core values?” A mission statement describes what an organization works together to achieve, a vision statement describes what the future will look like once the mission is achieved, and core values describe how employees live out the mission and achieve the vision. Another, more memorable way of differentiating these three terms, is that a mission statement shapes your today, a vision statement tells your tomorrow, and core values guide the way.  

We add the word “core” to “values” because most people have many values. The internet provides lists of hundreds of values, many of which most of us would say sound quite attractive and worthy to live by. But the modifier, “core”, limits the number of values. It requires us to narrow our list down and focus on the most important guiding principles in our lives. There are two often stated “magical numbers” for memory. Nelson Cowan and Alan Baddeley have argued, with strong research in recent years, for the magic number of four plus or minus one while George Miller, back in 1956, suggested that the magic number was seven plus or minus two. The point is, once we go beyond four to nine things, people start to lose their ability to remember them. Generally, therefore, when remembering is important, you will most commonly find lists of three to seven things. I recommend the same for organizational core values. No less than three and no more than seven core values. 

So how do you go about writing core values?

The answer here is similar to the answers for writing or revising a mission or vision statement. It could be one person takes one minute to draft a list of values. However, the best core values are more than just projects to complete, but a group of principles that organization members agree is how they want to live out the mission. There is a difference between me telling you what our core values are and you having an opportunity to participate in the creation and/or revision of the organization’s core values. In order to increase the team’s buy-in, it helps to have them participate. 

Whether you are creating, reviewing, or revising core values, there are some common tactics you can take to do this work collectively. 

1.      Invite people to participate. How often do we really take the time to talk about the values that guide our work with each other? What would it say to people to know that their input is valued and encouraged? This could be a small or large group – but discussions that allow for meaningful sharing are usually best with at least four people and no more than 15 or 20. 

2.      Allocate time. Typically, the more people you have present, the longer you need to give those people an opportunity to share. Remember that the product, a set of core values, is only one goal of this meeting; the primary goal is to give team members an opportunity to think and talk about how they want to treat each other as they seek to achieve the vision. Could this be done in 30 minutes – maybe. But I would suggest allocating at least an hour to an hour and half to demonstrate to the team that their contributions are valued. 

3.      Listen to each other. The most important way to build teamwork is by getting to know team members and learning to value their contribution to the team. Some people just need to say certain things before they are ready to begin the work of focusing on core values. If the team does not know we care about their contributions, they are not going to care about the core values because they don’t feel included. 

4.      Ask the group to answer some questions that elicit organizational values in action. For example, 

a.      “What are our strengths as an organization?” “How do we act to make these our strengths?”

b.      “Describe one of the most meaningful experiences you have experienced working here – what does that experience say about our values?”

c.      “When we make tough decisions as an organization, what guides our decisions?”

d.       “If you could only choose three words to describe our organization, what would they be?”                     

e.      “How do our students/customers/clients describe our impact on their lives?”

2.      Write down the answers people share and study them for themes that may reveal core values.

Ideally this would be done in a group setting but could also be done on paper/computer and summarized electronically.

3.      Label or describe the themes using one word to one sentence that will become your core value. 

4.      Begin to share these values with others, checking to see if they agree and seeking their input on how the core values might be better worded to resonate with the organization. 

5.      Once you think you have a good list, use the following questions to do a final review.

a.      Are there only three to seven core values? 

b.      Are these values memorable? How long does it take you to learn them by memory?

c.      Do these values actually describe how we treat each other and those who we serve?

d.      Are these values used as guides when we are setting goals and evaluating our work?

e.      Do these values align with our mission and/or vision? Do they all make sense together? 

What are some examples of core values? 

Based on the definition above, that is often in the eye of beholder; but here are a few that should inspire everyone. 

“Genuine” “Exceptional” “Innovative” “Involved” Adobe

“Move fast, think big” “Own it” “Zillow is a team sport” “Turn on the lights” “Winning is fun” “Act with integrity” Zillow

“Creating a culture of warmth and belonging” “Acting with courage” “Being present” “Delivering our very best in all we do” Starbucks

“Warrior Spirit” “Servant’s Heart” “Fun-LUVing Attitude” “Wow Our Customers”

Southwest Airlines

“Focus on Impact” “Move fast” “Be bold” “Be open” “Build social value” Facebook

Should you be interested in Baylor’s core values, I would direct you in two places. 

Baylor has a list of ten Core Convictions listed under the Values & Vision webpage for Baylor. These convictions include:

“Encourage the integration of Christian faith and the intellectual life”

“Support, encourage, and expect excellence in all undertakings”

“Facilitate the discovery of new knowledge to the glory of God and the betterment of humanity”

In addition, Baylor has a list of six Core Commitments, found under the Human Resources webpage. These commitments are used in all staff member’s annual evaluations and include:

“Commit to Baylor’s Christian mission and vision”

“Pursue excellence through continuous improvement”

“Build relationships and work collaboratively”

If you want any help developing a core values for your organization, feel free to let me know. Last, but not least, in the interest of vulnerability, I will share my core values. And yes, I broke a rule – I have four internal core values (which I try to practice in my thought life) and four external core values (which I try to practice in my behavior). So yes, I have eight in total, but in two groups of four.  

             Internal Values                           External Values

             Gratitude           leads to             Joy

             Humility            leads to             Learning

             Hope                 leads to             Perseverance

Grace                 leads to             Love