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Imagine walking into a company where everyone’s marching to the beat of their own drum — literally. Sales is doing jazz hands, Marketing is into heavy metal and HR is somewhere in the corner with a tambourine.
Without a shared rhythm, things can get chaotic pretty fast, which is where company values come in.
Your company values and culture are not just for making motivational posters on the breakroom wall — they're the principles that keep everyone dancing in sync (more or less). So, in this article, we’ll break down what company values really are, why they’re more than corporate fluff and how they can help get your team moving to the same beat.
What are company values?
Quite simply, company values are the core beliefs and principles that guide how a business operates. They shape the way employees work together, make decisions and interact with customers.
Think of them as a company’s compass — they help everyone stay aligned and focused on what really matters.
Why are company values important?
Remember that shared rhythm we were talking about before? Well, company values are what help create it. Here’s why they matter:
They guide decision-making — Values help teams make choices that align with the company’s mission.
They shape company culture — Strong values create a positive, unified workplace environment.
They attract the right people — Clear values draw in employees and customers who believe in the same things.
They build trust — When actions match values, it builds credibility inside and outside the company.
They keep everyone aligned — Values ensure teams are working towards common goals, even as the company grows.
What are some examples of corporate values?
Here are a few common examples of company values that many organisations use to guide their culture and decision-making:
Integrity: always do the right thing, even when no one is watching
Innovation: embrace creativity and constantly seek better ways to do things
Customer focus: put the needs of the customer at the centre of everything
Collaboration: work together, support each other and value teamwork
Accountability: take ownership of your actions and their outcomes
Diversity and inclusion: respect and value different perspectives and backgrounds
Sustainability: commit to practices that support the environment and future generations
Excellence: strive to do your best and continuously improve
These values can vary by company, but the goal is always the same: to reflect what the organisation stands for and how it wants to operate.
How many values should a company have?
When it comes to company values, less is often more. A good rule of thumb is to stick with three to seven core values — just enough to be meaningful, but not so many that no one can remember them.
Each value should be clear, specific and reflect what truly matters to the company. Avoid vague or generic words and focus on the principles that actually guide your team's behaviour and decisions. If everything feels important, nothing will stand out, so choose wisely!
How to define the core values of a company
Creating your company’s core values isn’t about picking a few nice-sounding words off a list, it’s about uncovering what your business truly stands for. Here are some tips to help guide the process:
Start with your purpose: What’s the bigger mission behind your business? Your values should reflect what drives your team every day.
Involve your people: Gather input from your employees across departments. Ask them what they believe the company stands for and what behaviours they see as essential to success.
Reflect on your culture: What behaviours are already celebrated or encouraged? Look at how your team communicates, solves problems and treats customers.
Be authentic: Choose values that match your actual identity, not just what sounds impressive — if you’re fun and scrappy, own it!
Keep it clear and actionable: Avoid buzzwords or vague phrases. Each value should be easy to understand and guide real behaviour.
Test them: Before finalising, ask yourself ‘would we hire, fire or make tough decisions based on these values?’ If not, go back and refine them.
Defining your core values takes reflection and honesty — but if you do this well, they become a powerful foundation for your company’s culture and growth.
Core values examples from top companies
Here are some examples of the corporate values adopted by three trail-blazing companies.
Apple – Innovation and Excellence
Apple's core values focus on delivering high-quality products and fostering a culture of innovation:
Innovation — pushing the boundaries of technology to create groundbreaking products
Simplicity — designing user-friendly products that are intuitive and accessible
Customer Focus — Prioritising customer experience and satisfaction
Excellence — striving for the highest standards in product development and performance
Privacy — protecting user data and ensuring confidentiality
John Lewis Partnership – Purpose-Driven Retail
The John Lewis Partnership, encompassing John Lewis and Waitrose, operates with a unique employee-owned model and is guided by values that emphasise:
Integrity — upholding the highest standards in all business dealings
Customer Service — delivering exceptional service to earn customer loyalty
Empowerment — encouraging employee ownership and participation in decision-making
Sustainability — actively working towards reducing environmental impact and promoting sustainable practices
Community — engaging with and supporting the communities in which they operate
FREENOW – Mobility That Sets People Free
FREENOW, a leading European multi-mobility platform, emphasises values that reflect their mission to simplify urban life and promote sustainable transportation:
Decisive Action – unafraid of making decisions and taking accountability for them; embracing change and adapting quickly
Customer Devotion – delivering a reliable service that users can trust and take priding themselves in solving customers’ problems better than anyone else
High Performing Team Mindset – collaborative by default, caring deeply, always helping, picking each other up and celebrating wins together
Relentless Ambition – striving to be better than yesterday, every day and meeting every task with a meticulous, can-do attitude
Whether you're building a startup or leading a global team, strong values help keep everyone moving in the same direction.
If you're interested in how values like sustainability can come to life in real-world business practices, check out our post on: Embracing Sustainable Travel: A Roadmap to Environmental Responsibility.
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