Core Values are the heart and soul of your business. They set you apart in a crowded marketplace, define your company culture, and attract the right employees and customers. But too often, businesses choose Core Values that are generic, meaningless, or just plain wrong for their industry. The result? Values that fail to inspire your team or differentiate you from competitors.
If you’re a blue collar business leader struggling to see the impact of your Core Values, it’s time to rethink what they mean. Let’s break down the top seven Core Values to avoid and explore how to craft meaningful Core Values that truly set you apart.
What Are Core Values, Really?
Core Values are the guiding principles that influence every decision your company makes. They’re not just for show; they should drive behavior, foster trust, and set your business apart. But if your values are vague or overused, they won’t do any of these things.
Here’s the problem: Many businesses choose values like “honesty,” “teamwork,” or “integrity” without thinking about their relevance or impact. These “permission-to-play” values don’t differentiate you. They’re non-negotiable traits every company should have.
The following are the top seven Core Values to avoid:
1. Teamwork
While teamwork is essential in some industries, it might not make sense for yours. For example, if your employees work independently in customers’ homes, what does “teamwork” really mean?
2. Transparency
Transparency sounds good in theory, but it’s often impractical. Are you ready to share financial details with your team or customers? Probably not.
3. Integrity
If integrity isn’t already a given, why are you in business? Core Values should elevate your company, not state the obvious. Skip this cliché and choose values that reflect your unique approach to business.
4. Honesty
When someone says, “To be honest with you,” doesn’t it make you wonder if they’re usually dishonest? Honesty is a baseline expectation, not a differentiator.
5. Communication
This value is too broad. Are you prioritizing open dialogue within your team? Proactive updates to customers? Clarity in instructions? Narrow this down to something actionable and specific that sets you apart.
6. People First
This sounds good in theory, but who are you putting first – your team or your customers? For example, if you pride yourself on showing up within 15 minutes of a middle of the night plumbing emergency, this absolutely puts your customers first and sets you apart as a quick service provider. But doesn’t “People First” also include the people taking the middle of the night call? It’s unlikely they feel prioritized when their sleep is interrupted. This vague value can backfire if you’re unable to meet everyone’s needs simultaneously.
7. We Care
This phrase lacks substance. What does “care” mean for your company? If your top technician asks for the summer off to coach his son’s baseball team, do you”care” enough to accommodate that request? Replace this with something that reflects specific, actionable values.
What Makes Meaningful Core Values?
Patrick Lencioni, author of The Advantage, introduces the concept of “permission-to-play” values – basic qualities like honesty or integrity that are table stakes for any business. Your Core Values need to go beyond these fundamentals to truly differentiate your company.
Here’s how to ensure your values are meaningful:
- Make Them Specific: Vague values don’t inspire action.
- Tie Them to Your Industry: Your values should reflect what’s unique about the way you do business.
- Use Them to Guide Decisions: Employees should know exactly how to act in alignment with your values. If they don’t, your values aren’t clear enough.
By taking the time to get creative and really think about what drives your team and sets you apart from your competition, you’ll create meaningful Core Values that your team embraces and lives out every day.
A Tale of Two Companies: Weak vs. Strong Core Values
Without meaningful Core Values, businesses miss the opportunity to stand out and build a strong identity. Take Company A and Company B, for example – they each approached their values differently, leading to vastly different results:
Company A listed “honesty” and “integrity” as Core Values. While necessary, these values aren’t special. They didn’t make the company stand out among their competition when customers were choosing a service provider. The company struggled with getting people to apply to their job openings and lacked a unique identity in the market.
Company B replaced generic values with specific ones like “We Own It” (accountability) and “Pride in Every Detail” (quality). These values resonated with employees and customers, helping the company build a strong reputation and attract loyal talent.
Meaningful Core Values set the foundation for a thriving business. They guide decision-making, shape your company culture, and drive the success of your team.
Rethink Your Core Values
If your Core Values feel meaningless or stale, it’s time for a change. Think about what truly sets your business apart. What do you want employees and customers to remember about your company? By creating meaningful Core Values, you’ll build a stronger, more cohesive team and stand out in the marketplace.
Not sure where to start? Let’s collaborate to define meaningful Core Values that truly capture what sets your business apart. Together, we’ll build the foundation for a stronger, more unified team that thrives in the marketplace. Schedule your free discovery call today.