Core values. We see them splashed across company websites, framed in conference rooms, and discussed in onboarding sessions. Yet too often, they end up feeling more like buzzwords than beliefs—words that sound good but fade into the background the minute real work begins. But what if those values didn’t just sound good on paper? What if they truly defined your company’s heartbeat, showing up in every decision, every interaction, every piece of feedback?

Here’s the thing: core values aren’t meant to be aspirational ideals. They’re supposed to be the bedrock of what your company already is. When they’re genuine, they don’t just inform a company’s culture—they are the culture. So, let’s dig into how to make your core values more than just wall decor and why it’s worth the effort.

1. Define Values That Reflect Your Reality
Many companies make the mistake of choosing core values based on what’s trending rather than what’s true to their culture. But values should be rooted in who you already are, not who you think you should be. If your team’s strength lies in adaptability, but you rarely see collaboration taking the lead, honesty should take precedence over ambition.

Tip: Take the time to really observe your company’s strengths, the dynamics you see in meetings, or how challenges are handled. What behaviors or attitudes are naturally present? Start there. And remember, the values you pick should be as honest as your best friend—warts and all.

2. Live Your Values Out Loud
Values are only valuable when they’re visible. It’s one thing to list integrity as a value, but it’s another to see it in action during a tough client call or when facing a difficult business decision. Make sure your team knows it’s okay to challenge decisions that don’t align with your values. Give them the space to speak up and question choices when something feels “off” from the culture you want to uphold.

Tip: Regularly revisit your values in team meetings or one-on-ones. Ask, “How did we live this value this week?” and be open to constructive feedback. Holding space for these discussions creates a culture where values feel real, not just ideal.

3. Incorporate Values into Hiring and Promotions
If your values are merely words, they won’t help attract and retain the people who resonate with them. When your core values influence hiring decisions and promotions, they become the filter through which your team grows. If teamwork is a core value, hire for collaboration skills, and promote those who lift up others. If creativity is a value, look for candidates who aren’t afraid to share new ideas and reward team members who innovate.

Tip: During interviews, ask potential hires about situations where they’ve demonstrated your company’s values. In reviews, acknowledge when employees have embodied them. Values aren’t just for show—they’re the foundation of building a team that truly gets what your business stands for.

4. Put Accountability on the Agenda
Without accountability, values quickly become suggestions instead of standards. Building accountability into your company culture means holding everyone—leaders included—to those values. If transparency is a value, leaders need to communicate openly, even when the news isn’t positive. If respect is a value, it should guide every interaction, no matter how challenging the discussion.

Tip: Make sure every leader embodies the company’s values. Employees take cues from the top, and when they see leaders walking the talk, it sends the message that values aren’t just a slogan—they’re non-negotiable.

5. Let Values Guide Your Decision-Making
Values aren’t just about behavior—they’re decision-making tools. When faced with tough calls, return to your core values to check your direction. If “putting people first” is a core value, then that next big policy shift should prioritize employee wellbeing. If “excellence” is a value, don’t cut corners, even if the quicker route seems tempting.

​Tip: Use core values as a litmus test in every major decision. When you’re weighing options, ask, “Which of these aligns best with our core values?” When you consistently choose the path that aligns with your values, you reinforce them as foundational rather than optional.