Aligning Our Core Values with Our Actions: How to Create Positive Change in Business and Life
Introduction: Why Core Values Matter More Than Ever.
As an entrepreneur, your core values aren’t just personal—they’re powerful. They shape how you lead, build, and show up in your business every day. More than ever, in a world that craves realness, values act as a bridge between your inner mission and your outward brand. They influence who you hire, how you serve, and the energy you bring to every conversation, collaboration, and customer experience.
At their core, values are the foundation of authentic leadership. Think of them as your internal compass—when you’re aligned with them, your business runs with clarity and consistency. Whether you’re launching a SaaS company or opening a local coffee shop, leading with values keeps you grounded in what really matters. Without that anchor, it’s easy to get pulled off course chasing trends or quick wins.
This guide will walk you through a step-by-step process to uncover your core values and weave them into the heart of your business—from strategy to storytelling.
What Are Core Values and Where Do They Come From?
Core values are the non-negotiable beliefs that shape who you are and how you operate in the world. They often form early in life—through family dynamics, culture, education, wins, failures, or defining moments. For example, someone raised in a close-knit community may deeply value collaboration. Someone who overcame obstacles might prioritize independence or resilience. These values become the lens through which you view success, leadership, and integrity—even if you’re not consciously aware of them.
Values often show up unconsciously. Have you ever said yes to a project because it felt right, or walked away from a lucrative opportunity because something felt off? That’s your values speaking. When ignored, values create tension—like burnout and disconnection. When embraced, they become a framework for aligned decision-making. That’s why surfacing your values isn’t just good for your personal growth—it’s a business necessity.
How to Identify Your Core Values (Without Overthinking It)
Here’s a simple, step-by-step method to clarify your values:
- Reflect on meaningful moments — Think of 3–5 high and low points in your life or business. What made those moments meaningful or painful?
- Extract the values — Were you proud because you were honest, brave, or generous? Were you upset because something felt unfair or out of alignment?
- Look for patterns — Are certain themes repeating? Words like growth, freedom, impact, or creativity?
- Narrow it down — Choose your top 3–5 values. Anything more becomes noise.
- Define them for yourself — What does “freedom” or “connection” mean in your language? Give each value your own interpretation so they feel real.
Here’s a list of 10 common values to get you started: Integrity, Creativity, Freedom, Growth, Connection, Responsibility, Curiosity, Empathy, Excellence, Service.
Bringing Your Core Values into Your Business
Once you’ve named your values, it’s time to live them—intentionally. Your values should influence how you:
- Show up online and in person
- Set boundaries with clients or partners
- Design your offers or products
- Hire, collaborate, or lead your team
- Navigate conflict, growth, or pivot moments
Let’s say your value is freedom—that could mean flexible work hours, asynchronous teams, or empowering clients to think for themselves. If your value is creativity, you might offer custom solutions, host brainstorming sessions, or use storytelling in your marketing. When your business reflects your values, customers feel it—and that resonance builds trust faster than any sales tactic.
Brands That Lead with Values
Great businesses aren’t just driven by profit—they’re powered by purpose. Consider Patagonia. Their core value of environmental stewardship shows up everywhere—from recycled materials and repair programs to advocacy campaigns. They don’t just say they care—they prove it. Or look at Glossier, a beauty brand built on values like community and transparency. Their customers aren’t just buyers—they’re collaborators, shaping product launches through feedback and dialogue.
These brands don’t rely on perfect products or flashy marketing. They build loyalty through alignment—because people can feel when a business is walking its talk. As an entrepreneur, that’s your superpower. You don’t need to copy anyone’s playbook. You just need to own what you stand for, then lead from that place with clarity and consistency.
The Real ROI of Knowing Your Values
When your business is rooted in your core values, everything gets easier. Decision-making becomes clearer. Messaging feels natural. Leadership feels like an extension of who you already are. Instead of chasing trends or faking authority, you become the brand—authentic, confident, and consistent.
Core values aren’t fluff—they’re a filter for everything you do. So, whether you’re pitching to investors, launching a new product, or building a team, your values become your baseline. They help you stay grounded during growth, clear during conflict, and aligned during change. And in today’s world, alignment is your greatest currency.
Your next move? Write down your top 3 values. Define them. Then ask: How can I build from here?