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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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1

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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1

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.