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The intersection of core values and strategy

Updated: Mar 17, 2023



What are values?


In a business context, values, or core values as they are more commonly referred to, are the fundamental principles, beliefs, and standards that serve as the foundation for an organization's culture, decision-making, and behavior. They represent the essence of a company's identity and help establish its purpose and ethical framework. Core values guide the actions of employees and shape the way they interact with customers, stakeholders, and one another.


Examples of core values in a business context might include:

  1. Integrity: Upholding a strong moral and ethical code, being honest and transparent in all dealings, and consistently doing the right thing, even when no one is watching.

  2. Innovation: Encouraging creativity and embracing change to stay ahead of the competition, continuously improving products and services, and driving growth.

  3. Collaboration: Promoting teamwork, open communication, and the sharing of ideas to achieve common goals and foster a sense of community within the organization.

  4. Customer-centricity: Placing the needs and satisfaction of customers at the center of all decisions, consistently delivering value, and building long-term relationships based on trust and loyalty.

  5. Respect: Treating all individuals, both internally and externally, with dignity, fairness, and understanding, regardless of their background, role, or opinions.

Core values play a crucial role in attracting and retaining the right talent, creating a cohesive and productive work environment, and maintaining a strong and consistent brand image. They also help organizations navigate through challenging times and difficult decisions by providing a clear, shared framework for making choices that align with the company's mission and purpose.


Can other types of values be mistaken for core values?


Yes, other types of values can be mistaken for core values when their distinctions are not clearly understood or communicated within an organization. Here are some examples of other types of values that can be confused with core values:

  1. Aspirational values: These values represent the desired future state or goals that an organization wants to achieve. While aspirational values are important, they may not currently be deeply ingrained in the organization's culture.

  2. Personal values: Individuals within an organization may hold personal values that are important to them but are not necessarily shared by the entire organization. These values may be important to individuals, but they might not align with the organization's overall vision and mission.

  3. Social values: Social values are broader societal values, such as environmental responsibility, social justice, or community involvement. While these values can be important and align with an organization's core values, they are not the same as core values, which are unique to the organization and inform its decision-making and operations.

  4. Cultural values: Cultural values are shared beliefs and practices of a specific group or community. They can influence the way an organization operates, but they are not the same as core values, which are the guiding principles specific to the organization itself.

It's essential for organizations to clearly define and communicate their core values to avoid confusion with these other types of values. This will help create a shared understanding and maintain a strong organizational culture.


How core values and strategy work together


Core values play a critical role in informing an organization's strategy by providing a foundation for decision-making, goal-setting, and prioritizing initiatives. Here are some ways core values can influence an organization's strategy:

  1. Direction and focus: Core values help determine the organization's overall direction and focus by defining its identity, purpose, and ethical framework. They act as a compass for the company, ensuring that strategic initiatives align with the organization's core beliefs.

  2. Prioritizing objectives: When formulating strategy, organizations must often choose between competing objectives and initiatives. Core values provide a basis for prioritizing these choices by serving as a reference point for what the organization deems most important.

  3. Aligning culture and behavior: Core values shape the organization's culture and the behavior of its employees, ensuring that the company's actions align with its strategy. By integrating core values into the organization's strategy, leaders can create a strong and cohesive work environment that supports the successful execution of strategic initiatives.

  4. Decision-making: Core values serve as a guiding framework for decision-making at all levels of the organization. They help employees make choices that are consistent with the company's overall strategy and ensure that strategic decisions adhere to the organization's ethical standards.

  5. Building trust and credibility: An organization that consistently operates in line with its core values builds trust with its stakeholders, including customers, investors, and employees. This trust is crucial for the successful implementation of the organization's strategy, as it fosters loyalty, commitment, and a positive reputation in the marketplace.

  6. Talent attraction and retention: Core values help attract and retain employees who share the organization's beliefs and are committed to its strategic goals. By embedding core values into the strategy, companies can create a workforce that is motivated, engaged, and aligned with the organization's objectives.

  7. Long-term sustainability: Core values contribute to the long-term sustainability of an organization by ensuring that the strategy is grounded in ethical principles and a clearly defined purpose. This focus on values helps the company navigate challenging times and adapt to evolving market conditions while staying true to its mission and identity.

Core values play a vital role in informing an organization's strategy by providing a foundation for decision-making, prioritizing objectives, aligning culture and behavior, and ensuring long-term sustainability.


Tips for creating core value statements


Creating core value statements is an essential step in defining your organization's identity, principles, and culture. Here are some tips to help you craft effective core value statements:

  1. Reflect on your organization's purpose: Begin by considering the fundamental reason your organization exists and the impact you want to make. This will help you identify the core values that are most relevant and important to your organization's mission.

  2. Involve key stakeholders: Engage leaders, employees, and other stakeholders in the process of identifying and defining core values. This will ensure that your core value statements resonate with and are embraced by the entire organization.

  3. Be authentic: Your core values should accurately represent the beliefs and principles that guide your organization's actions and decision-making. Avoid choosing values simply because they sound good or are trendy; instead, focus on what genuinely matters to your organization.

  4. Keep it simple and clear: Use straightforward and concise language when crafting your core value statements. This will make them easy to understand and remember for employees and stakeholders.

  5. Make it actionable: Ensure that your core value statements are actionable and can be demonstrated through specific behaviors and actions. This will help employees understand how to embody the values in their day-to-day work.

  6. Prioritize: Limit your core value statements to a small number (usually between 3 and 7) of the most essential values. This will make it easier for employees to remember and focus on them.

  7. Be specific and unique: Aim to make your core value statements specific and unique to your organization. Avoid generic or vague statements that could apply to any company. Instead, focus on what sets your organization apart and the principles that drive your unique culture.

  8. Communicate and reinforce: Once you have defined your core value statements, share them with your employees and stakeholders. Continuously reinforce the values through communication, training, and recognition programs to ensure they remain top of mind and central to your organization's culture.

  9. Align with strategy: Ensure that your core value statements are aligned with your organization's strategic objectives and are integrated into your strategic planning and decision-making processes.

  10. Review and update: Periodically review and, if necessary, update your core value statements to ensure they remain relevant and accurate as your organization evolves.

By following these tips, you can create meaningful and impactful core value statements that will guide your organization's actions, decisions, and culture.


In conclusion, core values play a crucial role in shaping an organization's culture, guiding decision-making processes, and influencing employee behavior. By clearly defining and communicating core values, organizations can ensure that they are consistently aligned with their strategic goals, fostering a unified workforce and a strong foundation for sustainable success.


With the help of Scaled OKRs, organizations can effectively operationalize their core values and strategic objectives, leveraging the OKR framework to drive alignment, focus, and measurable results. In a rapidly evolving business landscape, core values serve as the essential compass for organizations, empowering them to navigate challenges, adapt to change, and stay true to their mission and purpose, while Scaled OKRs provide the tools and expertise to bring those values to life in everyday operations.

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