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Words like integrity, \ndiversity, inspiration, community, creativity, sustainability... blah, \nblah, blah. Right? This is the problem with most companies’ core values: \ntoo often, they’re just empty words that mean nothing to the people they’re \nmeant to inspire. They’re usually created from a well intended place, but \nmiss the mark when it comes to language. Stringing together a bulleted list \nof highly aspirational words does nothing for your staff. In fact, your \nstaff probably doesn't even know what your core values are.\n\nIt doesn't have to be this way! Core values are an important piece of your \nfoundational content that your staff should know and identify with. You've \nlaid the foundation with a mission statement: their rallying cry for why \nthey get out of bed every morning and go to work for you. You've painted a \npicture of what the world looks like once your mission statement has been \nachieved with a vision statement that is aspirational and points the team \nin the direction you want to go. But how will they get there? What are the \nrules and guidelines for the road ahead?\n\nEnter your core values. Your core values are the scaffolding of your \nfoundation. They are the rules of engagement for how to achieve your \nmission and vision. Core values lay expectations and tell your employees \nthe behaviors that are appropriate in every situation.\n\nDeveloping a strong set of core values is key to creating a vibrant culture \nwithin your organization. Do you see now why creating a list of words like \n“integrity” and “creativity” is not going to work?\n\nHow to develop your core valuesStart with a verb\n\nYour core values should always start with a verb. Remember, you don’t want \nto just list a bunch of good qualities, you want to build the rules of \nengagement for how employees should interact in your organization. Actions \nmean you need verbs. Verbs help add meaning to your core values.\n\nFor example, if you want your employees to act with empathy when \ninteracting with customers, instead of just saying “empathy”, you could say \n“embrace empathy.” Embracing empathy has way more meaning than just the \nword empathy.\n\nHere is a list of action verbs you can download that might help.\n\nGet your employees involved\n\nYour mission and vision statements will likely come from you as the leader \nor founder of the organization. Your core values, however should be vetted \nthrough your employees. Start by coming up with a list that you think \nexemplifies the culture you are trying to create and then ask for a \nreaction from your staff.\n\nPose this question to them: “Is this an accurate reflection of what makes \nus special?”\n\nIf your list doesn't make sense to them, then you need to revise the \nlanguage. One word of warning with staff involvement: don’t have too many \ncooks in the kitchen. Have a large feedback group so everyone is heard, but \nuse a much smaller group to craft the language. If too many people \ncontribute to the edits it becomes too much.\n\nContinue this process until you nail it (the process could take a year or \nmore).\n\nUse catch phrases\n\nIt’s pretty common for an organization to develop its own catch phrases as \nthe culture is being developed. These catch phrases are great to \nincorporate into your core values because they capture the culture and \nembody what makes you so special.\n\nThe Goulet Pen Company is a great first hand experience of how catch \nphrases become part of your core values. I recently worked with Goulet Pen \nCompany to help them develop their foundational content. In our sessions, a \nfew catch phrases came up that we made into core values. “Work hard, be \nhonest, be flexible” was one. Check out their core values video, and you’ll \nalso see just how involved the employees were during the development \nprocess.\n\nDescribe each value\n\nOnce you get all of your sound bytes down, write 3-5 sentence descriptions \nfor each one to provide more clarity. Your descriptions should be short, \nbut help to establish the expectations for each of your “rules of \nengagement”. Remember, these are your expectations and guidelines.\n\nDon’t create a cult\n\nAnother word of warning: don’t adhere to your core values so closely that \nyou develop a cult in the process. You can laugh, but it does happen. It \nbreeds a culture of uber exclusiveness where outsiders are shunned, newbies \naren't welcomed, and creativity and innovation are stifled. Find a balance \nbetween new ideas, perspectives, and rules of engagement and you will be \nfine.  \n\nExamples of Companies with Effective Core Values\n\nHere are some great examples of strong core values that will help you \ndevelop your own. Be sure to visit their websites for more complete \ndescriptions.\n\nThe Honest Co.\n * Create a Culture of Honesty.\n * Make Beauty.\n\n * Outperform.\n\n * Service Matters.\n\n * Sustain Life.\n\n * Be Accessible.\n\n * Give Back More.\n\n * Fun!\n\nBodybuilding.com\n 1. Always be truthful and honest in every aspect of business.\n 2. Give back to the people whom you owe your success to.\n 3. Setting goals creates the road map to positive gains.\n 4. Great things will happen with a passion for competition.\n 5. It’s our goal to make the big idea bigger.\n 6. Our mission is not complete until the customer says “WOW”\nBuffer\n 1. Always choose positivity and happiness\n 2. Default to transparency\n 3. Have a focus on self-improvement\n 4. Be a “no ego” doer\n 5. Listen first, then listen more\n 6. Have a bias towards clarity\n 7. Make time to reflect\n 8. Live smarter, not harder\n 9. Show gratitude\n 10. Do the right thing\nGoogle\n * Focus on the user and all else will follow.\n * It’s best to do one thing really, really well.\n * Fast is better than slow.\n * Democracy on the web works.\n * You don’t need to be at your desk to need an answer.\n * You can make money without doing evil.\n * There’s always more information out there.\n * The need for information crosses all borders.\n * You can be serious without a suit.\n * Great just isn't good enough.\nThe Goulet Pen Company\n\n(Disclosure: this is my brother’s business and I participated in their \ndevelopment. I’m one super-proud sister!)\n\n 1. Work hard, be honest, be flexible.\n 2. Trust is our currency.\n 3. Work as a team.\n 4. Empower through education.\n 5. Express gratitude.\n 6. Serve with passion.\n 7. Care.\nRackspace\n * Fanatical support in all we do.\n * Results first. Substance over flash.\n * Treat rackers like friends and family.\n * Passion for our work.\n * Full disclosure and transparency.\n * Committed to greatness.\nSouthwest Airlines\n\nWarrior Spirit\n\n * Work Hard\n * Desire to be the best\n * Be courageous\n * Display urgency\n * Persevere\n * Innovate\n\nServant’s Heart\n\n * Follow The Golden Rule\n * Adhere to the Principles\n * Treat others with respect\n * Put others first\n * Be egalitarian\n * Demonstrate proactive Customer Service\n * Embrace the SWA Family\n\nFun-LUVing Attitude\n\n * Have FUN\n * Don't take yourself too seriously\n * Maintain perspective\n * Celebrate successes\n * Enjoy your work\n * Be a passionate Team player\n\nWork the Southwest Way\n\n * Safety and Reliability\n * Friendly Customer Service\n * Low Cost\nWhole Foods\n * We Sell the Highest Quality Natural and Organic Products Available\n * We Satisfy, Delight and Nourish Our Customers\n * We Support Team Member Happiness and Excellence\n * We create wealth Through Profits and Growth\n * We Serve and Support Our Local and Global Communities\n * We Practice and Advance Environmental Stewardship\n * We Create Ongoing Win-Win Partnerships with Our Suppliers\n * We Promote the Health of Our Stakeholders Through Healthy Eating\n Education\nZappos\n 1. Deliver WOW Through Service\n 2. Embrace and Drive Change\n 3. Create Fun and A Little Weirdness\n 4. Be Adventurous, Creative, and Open-Minded\n 5. Pursue Growth and Learning\n 6. Build Open and Honest Relationships With Communication\n 7. Build a Positive Team and Family Spirit\n 8. Do More With Less\n 9. Be Passionate and Determined\n 10. Be Humble\n\nAre you getting the gist of it? The process takes a while and for many it’s \nongoing. Don’t rush it because it’s important. These are your expectations \nand guidelines and should be used by every employee for decision making. \nThe biggest thing leaders can do to ensure that their core values are \nindicative of the culture is to listen, and have conversations with \nemployees to capture the language as best they can. Your core values are \nyour culture and employees need to be involved.\n\nWhat do you think? Does your company have awesome core values or generic \nones? 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