How to Create Core Values That Drive Your Company Culture

Do your company values sound like every other business on the planet? Are they generic words like “integrity,” “excellence,” or “innovation”? Words that could apply to anyone, anywhere?

Do your core values actually drive decisions, or are they just forgotten words printed in a handbook or buried on your website?

For most small businesses, core values fall flat. But they don’t have to. When done right, your core values become the invisible force that attracts the right people, drives better decisions, and creates the kind of culture your competitors can’t quite replicate.

In this article, we’ll walk you through how to create core values that stick. You’ll learn how to use them as the foundation for hiring, communication, and operations. And you’ll walk away with a plan for building values that produce real business results.

Characteristics of Effective Core Values

Not all core values are the same. After years of trial and error (and some expensive mistakes), we've discovered what separates values that drive results from those that just sound good on paper.

They’re evergreen. Your values can't only work in good times. They have to hold strong when things get hard. They help guide you through difficult decisions and challenging seasons. Core values are things that are never going to change. They should be timeless, and they should communicate who you are.

They’re specific to your business and your people. Generic values that could apply to any company won't drive the behavior or results you need. Your values should reflect your people, your goals, and your unique way of doing business. At Patrick Accounting, our five core values reflect exactly who we want to be and how we serve small business owners:

• Own It: We want our people to take complete ownership of what they're doing. No passing the buck, no excuses—just 100% responsibility and accountability for actions and decisions.
• Challenge It: The status quo is never OK. We continuously seek ways to improve our business and systems, always pushing to get one step better.
• Team First: We operate as a team, understanding that individual success means nothing if the team fails. Our positive, employee-focused work environment values attitudes, fun, and humor in everything we do.
• Empathy for Others: We strive to walk in others' shoes, fostering understanding and respect for our clients' perspectives and challenges. This empathy is fundamental to how we serve small business owners who face the same struggles we do.
• Passion for Purpose: At our core is a relentless drive to support and elevate small businesses. Our passion is the driving force behind our mission. We live for helping businesses thrive.

They influence hiring and firing. If your values don't help you decide who belongs on your team and who doesn't, they're not strong enough. We hire based on alignment with our values, and we part ways when someone isn’t a match.

Making Your Core Values Stick

Here's where most businesses fail: They create beautiful core values and then never talk about them again. If you don't repeat your values, they will go silent.

The secret to making values stick? Repetition. Visibility. Celebration. Accountability.

Say them often.

We repeat our values in team meetings, quarterly all-hands, and even during onboarding sessions. They're part of our recruiting process, and we measure alignment with our values when asking questions during interviews.

Make them visible everywhere.

In our office, every door has a core value printed on it. This isn't just decoration; it's constant reinforcement of who we are and what matters.

Celebrate when you see them in action.

Every time we see a core value in action, we celebrate it. When someone owns a mistake and fixes it, that’s an “Own It" moment. When someone challenges a process and makes it better, that’s a "Challenge It" win. And we make it known.

Correct when they’re missed.

We address value misalignments privately and with grace, always aiming for peer accountability over top-down management.

Turning Values Into Everyday Actions

Your core values should shape every part of your business, starting with who you hire.

Use values as your recruiting framework. Don’t just ask about skills and experience. Ask candidates questions that reveal whether or not your values resonate with them. This approach can help you find people who want to be there, not just people who need a job.

Integrate values into onboarding. Start the process early. If you view onboarding as your hospitality team—how you welcome new team members—they'll have a clear view of your company values. Take advantage of electronic onboarding so you don't waste the first day on paperwork when you could be explaining what makes your business different.

Foster peer accountability. The most powerful accountability doesn't come from leadership. We love to see a teammate call another in to realign with values. It builds trust and strengthens culture.

Accept that not everyone will fit. Your business won’t be the perfect place for everyone, and that's OK. When you’re clear on your values, it becomes easier for the right people to thrive. Those who don't align with your values often figure this out and move on to find a better fit.

Your Core Values Action Plan

If you’re ready to create core values that actually matter, here's how to start:

Step 1: Gather your leadership team. 

We were fortunate enough to get together as a leadership team, evaluate our preliminary core values, and think through what really matters to us. Don't do this alone. Get input from people who understand your business and your people.

Step 2: Focus on behaviors, not buzzwords.

Ask questions like, "What specific behaviors do we want to see every day?" instead of questions like, "What sounds impressive?"

Step 3: Test them against reality.

Will these values help you make tough decisions? Do they reflect who you actually are, not just who you want to be?

Step 4: Communicate relentlessly.

Put them everywhere, talk about them constantly, and weave them into every process.

Step 5: Hold everyone (including yourself) accountable. 

Celebrate when you see values in action, and address things with empathy and clarity when you don't.

Your core values should be the North Star, guiding every decision, every hire, and every day in your business. When done right, they become the foundation for business success because everyone knows exactly what you stand for and why it matters.

Why Strong Core Values Drive Business Success

Strong core values aren't just feel-good initiatives. Strong values drive real business results. They reduce bad hires, create clarity in decision-making, and align your team around a common vision.

At Patrick Accounting, our core values help us attract the right people and the right clients. And we’re passionate about helping other small businesses do the same. 

When your values are clear and consistently lived out, they become the foundation for a thriving business.

Are you ready to take your culture to the next level?

Check out more actionable strategies in “How to Create a Winning Company Culture (That Makes People Love Coming to Work)” and dig deeper into building your business culture with “The Umbrella Model: Building Company Culture Through Values, Mission, and People” over on our Whirks blog.