Core values

The high-level ”How” (in this case How = within what limits).

A core value is ”the basic and most important part of something”. (Cambridge Dictionary)

”Core values are the fundamental beliefs of a person or organisation. [They] dictate behaviour and can help people understand the difference between right and wrong. Core values also help companies to determine if they are on the right path and fulfilling their goals by creating an unwavering guide.” ”[They] help to define how the corporation should behave in business and perhaps beyond, if they have an additional mission to serve the community.” (Yourdictionary)

  • The Marine Corps Core Values: ”honor, courage, commitment”.
  • Zappos core values: ”1) Deliver WOW Through Service. 2) Embrace and Drive Change. 3) Create Fun and A Little Weirdness. 4) Be Adventurous, Creative, and Open-Minded. 5) Pursue Growth and Learning. 6) Build Open and Honest Relationships With Communication. 7) Build a Positive Team and Family Spirit. 8) Do More With Less. 9) Be Passionate and Determined. 10) Be Humble.

And an interesting negative take on values: The toxic myth of ‘culture as shared values’. Geoff Marlow


Idea: Answer ”How will we act when we work? What basic things do we believe in? What things are we not compromising with?”

Suggestion, generic core values for an intranet: ”Our intranet is all about findability, utility and ease of use. It is the place for our essential stuff.”










Core values

Organisational culture

Customer Value Proposition

Employee Value Proposition


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