Crafting Your Company's DNA
Well-defined company values matter. They're not just culture fluff—they're your operating system for success. Let's build values that drive decisions, attract the right people, and scale your culture effectively.
The Impact of Strong Company Values
Accelerate Decision-Making
When everyone knows what matters, they move faster without constant permission.
Attract and Repel
Values act as a magnet, drawing in the right people and naturally filtering out those who don't fit.
Build Trust Rapidly
Clear values communicate your standpoint, allowing others to trust you more quickly.
Simplify Tough Choices
Use your values as a framework to say no to distractions and focus on what's truly important.
Chief Rebel Values: Ready to Do the Work Others Won't
Humanity Drives Prosperity
We believe exceptional people create exceptional outcomes. Our strength lies in understanding that business excellence starts with human excellence.
Bold Action Over Endless Analysis
While others deliberate, we execute. Momentum is our competitive advantage, and we're not afraid to lead the charge.
Integrity is Non-Negotiable
Our word is our bond. In a world of complexity, we choose the clarity of unwavering trust and follow-through.
Embrace the Challenge
We don't just weather pressure - we thrive on it. Every obstacle is an opportunity for excellence.
Joy Is Our Secret Weapon
We take our work seriously, but not ourselves. Creativity flourishes when we bring play into purpose.
The Basic Rules of Value Creation
Keep It Tight
Aim for 5-8 values max. Any more and they become forgettable.
Punch and Purpose
Each value needs both impact and clear reasoning behind it.
Authentic Language
Skip the corporate jargon. Write like you talk for maximum resonance.
Actionable
If you can't make decisions with them, they're not worth having.
Collaborative Value Building
1
Start with Stories
Gather real experiences from your team. Ask about best days, tough decisions, and proudest moments. Start with stories or evidence:
- "Tell me about our best day ever"
- "When did we say no to money?"
- "What fight was worth having?"
- "When did we know someone wasn't going to work out?"
- "What makes us weird in a good way?"
- "When did we lose money doing the right thing?"
- "What behavior would make us fire our best person?"
- "What made our best people successful here?"
- "What makes us proudly different?"
- "What battles are always worth fighting?"
2
Identify Patterns
Look for recurring themes, stories that ignite passion, and areas of natural agreement.
Look for patterns:
- What themes keep coming up?
- What stories get people fired up?
- Where do people naturally agree?
- What feels uniquely yours?
3
Test in Real-Time
Challenge your team: Would they quit over this value? Fire someone? Lose a client?
Test them in the room:
- "Would you quit over this?"
- "Would you fire someone over this?"
- "Would you lose a client over this?"
- "Does this actually sound like us?"
4
Refine and Polish
Iterate until the values feel uniquely yours and resonate with the team.
The Flow of Values Matters
1
Identity
Start with who you are as a company
2
Mindset
Move to how your team thinks and approaches challenges
3
Actions
Then what you do and how you do it
4
Purpose
End with why it all matters in the grand scheme
Good values feel like a compelling story, not just a list of attributes.
Common Pitfalls in Value Creation
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Aspirational vs. Actual
Writing what you want to be instead of what you are
2
Universal Appeal
Making them so nice everyone agrees
3
Corporate Jargon
Using language no human would actually say
4
Overload
Having too many to remember
5
Vagueness
Making them too broad to mean anything
The Reality Check: Are Your Values Working?
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Guide Tough Decisions
Help you walk away from money or fire people when necessary
2
Resolve Conflicts
Serve as a framework for settling arguments
3
Enable Hard Calls
Provide clarity when facing difficult choices
4
Focus Efforts
Allow you to say no to good things that aren't great
If your values don't help with these scenarios, they're just wall art, not true guiding principles.
The Lie Detector Test for True North Values
Performance vs. Values
Would you fire a top performer who violated this value?
Profit vs. Principles
Would you hold to it even if it cost you money?
Convenience vs. Conviction
Would you follow it even when it's inconvenient?
Accountability Check
Would you want your decisions called out based on this value?
Remember: If people don't argue about them, they're probably not real values. True values create tension because they force meaningful choices.