Why Core Values Are Important [+ 65 Inspiring Examples]

“Positive culture comes from being mindful, and respecting your co-workers, and being empathetic.” – Biz Stone

Having a clear set of core values will guarantee that all your employees(regardless of the level) are invested in and working towards the same goal. You cannot do business without establishing what you stand for.

Your core company values embody your company’s culture and will undoubtedly impact your business strategy. They are also a factor that helps in employee collaboration and improves motivation and engagement.

In the following article, we will discuss this topic by ensuring we give you all the relevant information, such as the definition of company values, the importance of establishing them, and tips on how to define them. We will also offer and develop some great examples from other companies and the top company values words list. 


  • Definition of company values
  • Importance of company values
  • How to define your company’s values?
  • Top company core values examples
  • Examples

Definition of company core values

Company core values are the principles that govern the way you do business. They summarize what your organization stands for and greatly impact the organizational culture.

A clear set of core values will differentiate you from the competition.

Moreover, they enhance the cohesion among the organization and generate a better level of engagement for your employees.

Your business plans and strategy may change over time. Still, the company values will remain the same, and you need to consider them when making strategic decisions for your business.

Company values are not just words, nice to have on your website and internal documents. These statements can drive change and innovation, so make sure you focus on them.

Remember that the company values work closely with the mission and vision as part of the strategic action plan.


Importance of company values

If you don’t have company values, it’s very difficult to know what you want to achieve and what steps you should be taken. Let’s see how can a set of core values make your company successful:

  • Enhanced internal communication: when establishing values that include transparency, a general policy of openness, and personal responsibility, you will automatically improve the collaboration area. Employees are more inclined to communicate efficiently to accomplish a shared goal. As a result, productivity will also increase, and your employees will enjoy living by those values.

  • Better decision-making: if your employees know what your organization stands for, it’s easier for them to make good decisions that are in sync with the core values. Think of these as the higher moral boundary, allowing your employees to overcome difficult situations and conflict more easily.

  • Higher levels of employee engagement: when people feel a connection with the organization and the employer, they are more likely to pour their everything into a day’s work. They feel more motivated, are satisfied, and greatly help the company to succeed. Having a sense of purpose is crucial for most people, so take advantage of this if you want to improve employee engagement in your business.
    survey has shown that 65% of employees would accept lower pay before dealing with a modest workplace environment.
    A happy, motivated employee is also a great ambassador for other potential candidates.

  • Creating a good reputation: having a clear set of values will attract the employees you need and want. They will be more likely to join your company if they feel they resonate with your values. So it’s also about creating an “outside” image, not just the “inside” aspect.
    Surveys revealed that 63% of consumers prefer to purchase from purpose-driven brands. A rather high percent, right?

  • Better customer and client experience: your core values will also be revealed in your relationships with clients and customers. A great set of values will make them appreciate your organization more and allow them to know what to expect from you.

All in all, it’s pretty obvious that the company values impact all areas involved in your business, from the development of your product/service, to the sales strategies, the employer branding aspect, and the customer experience your end up offering. 

"Values are like fingerprints. Nobody's are the same, but you leave 'em all over everything you do." – Elvis Presley

How to define your company’s core values?

Before embarking on this journey, you should closely observe your company’s mission, vision, and culture. Keep in mind some tips on how to design your core values:

  • Don’t overdo it - your values should be short, clear, easy to understand, and adhere to your culture. Make sure you create a set of values that every single one of your employees can easily understand.
  • Make them specific - don’t use vague corporate language. Your values should sync with your company’s goals, mission, and culture. Plus, they should be relevant to the product/service you are offering.
  • Be unique - make sure your values separate you from the competition; you don’t want to look ordinary to the outside world. Examine to see what is it that makes your company special and apply those aspects to your values.

The legendary founder of Apple, Steve Jobs, has a great way of speaking about values. Check it out.


Top Company Core Values Examples

Not many companies have identical core values, but sometimes it’s easy to spot similar aspects since having a good set of values comes down to the same principle: doing the right thing. Nevertheless, some values are found in many companies simply because they focus on the employee or the customer. It’s basically the same concept everyone wants to concentrate on. Some of the most common core values include:

  1. Integrity
  2. Honesty
  3. Accountability
  4. Learning
  5. Teamwork
  6. Balance
  7. Fairness
  8. Passion
  9. Discipline
  10. Employee development
  11. Customer experience
  12. Diversity and inclusion
  13. Innovation
  14. Commitment
  15. Collaboration
  16. Accountability
  17. Trustworthiness
  18. Efficiency
  19. Dignity and respect
  20. Simplicity
  21. Empowerment
  22. Constant improvement
  23. Result oriented
  24. Hard work
  25. Ownership
  26. Product/service quality
  27. Transparency
  28. Leadership
  29. Service excellence
  30. Fun.


Company core values examples

There are so many impressive companies that can be a true inspiration and should be a point of start when creating a set of values. We will check out 5 of them, and we encourage you to find the others you believe are great at this! 

Update: Since the examples core company values started to be popular, we introduced new ones: within categories technology, pharma, education, fashion, energy, entertainment, cunsulting, advertising, fintech, insurance and more. Check them out below.


A well-known brand, created in 2007, a global community of hosts and travelers, is definitely an example to observe. Here are their core values:

  • Champion the mission
  • Be a Host
  • Embrace the Adventure
  • Be a Cereal Entrepreneur.



The innovative tech company has very clear and short values, a great plus for keeping employees engaged.

  • Genuine
  • Exceptional
  • Innovative
  • Involved.



Salesforce is one of the most appreciated customer relationship management (CRM) platform. Their core values are extremely focused on the customer and employee experience on the company story page.

  • Trust
  • Customer Success
  • Innovation
  • Equality
  • Sustainability.



Microsoft is a multinational technology company, well-known worldwide for products like Windows and Office suite (Word, Excel, Office). Their values align with their mission, culture and serve as a declaration of they treat each other internally, their customers, and their partners.

  • Respect: We recognize that the thoughts, feelings, and backgrounds of others are as important as our own.
  • Integrity: We are honest, ethical, and trustworthy.
  • Accountability: We accept full responsibility for our decisions, actions, and results.



Canva is an online design and publishing tool launched in 2013, which is gaining more and more popularity in the present day. Here are the values they believe in:

  • Make complex things simple
  • Set crazy big goals and make them happen
  • Be a force for good
  • Empower others.



Known as the largest coffee company in the world, the Starbucks business stands for these values: 

  • Creating a culture of warmth and belonging, where everyone is welcome.
  • Delivering our very best in all we do, holding ourselves accountable for results.
  • Acting with courage, challenging the status quo, and finding new ways to grow our company and each other.
  • Being present, connecting with transparency, dignity, and respect.

Discover these values and much more about the Starbucks culture.



Known for Jira and Trello, Atlassian is a leading provider of collaboration, development, and issue-tracking software for teams. These are the values that highlight what they do, how they create, and who they hire:

  • Open company, no bullshit
  • Build with heart and balance
  • Don't #@!% the customer
  • Play, as a team
  • Be the change you seek.

Learn more about these and the meaning of each one.



Merck & Co., Inc. is a global health care company. The Company offers health solutions through its prescription medicines, vaccines, biologic therapies, and animal health products.

  • Patients first
  • Respect for people
  • Ethics and integrity
  • Innovation and scientific excellence.

 These are clearly articulated on their culture and values page.



The corporate values of Microsoft align to it's mission, are supported its culture, and serve as a declaration of how Microsofts treat each other, customers, and partners.

  • Innovation
    We believe technology can and should be a force for good and that meaningful innovation can and will contribute to a brighter world in big and small ways.
  • Diversity and inclusion
    We thrive on diverse voices. We engage our employees’ and customers’ experiences, strengths, and different points of view to inform, challenge, and stretch our thinking. This is how we innovate.
  • Corporate Social Responsibility
    We believe technology is a powerful force for good and are working to foster a sustainable future where everyone has access to the benefits and opportunities created by technology.
  • AI
    We believe that, when designed with people at the center, AI can extend your capabilities, free you up for more creative and strategic endeavors, and help you or your organization achieve more.
  • Trustworthy Computing
    Check out how we deliver secure, private, and reliable computing experiences based on sound business practices.
  • Responding to COVID-19 together
    As the world responds to the outbreak of COVID-19, we’re working to do our part by ensuring the safety of our employees, striving to protect the health and well-being of the communities in which we operate, and providing technology, tips, and resources to our customers.

Nevertheless, if we look at a separate page, the values are a bit different and maybe more distinctive.

  • Respect
    We recognize that the thoughts, feelings, and backgrounds of others are as important as our own.
  • Integrity
    We are honest, ethical, and trustworthy.
  • Accountability
    We accept full responsibility for our decisions, actions, and results.



Previously known as Facebook, Meta, the social media leader has six values that guide their people's work:

  • Focus on impact
  • Move fast
  • Build Awesome Things
  • Live in the Future
  • Be Direct and Respect Your Colleagues
  • Meta, Metamates, Me.

The jobs page at Meta provides much more insight into culture and values.



AKQA is a digital design and communications agency owned by WPP.

  • Innovation – we elevate the spirit with pioneering ideas, new possibilities, and the imaginative application of art and science to improve people’s lives and make a positive lasting impact.
  • Service – we work with integrity, striving for better ways to deliver value and velocity at every connection. Through mutual respect for colleagues and clients, we nurture long-term relationships.
  • Quality – we conscientiously adhere to high professional standards and superior quality to create influential work that consistently surpasses audience, client and community expectations.
  • Thought – we are a work in progress and continually seek opportunities to improve. We are continuously researching, listening, learning, adapting across all aspects of our organisation and the work we do. We apply the most rigorous thinking process to recommend and deliver optimal solutions.

Learn much more about how this well-known advertising agency works and the shared purpose, aspiration, and approach to sustainability.


Accenture Core Values

Accenture has core values that shape its culture: Client Value Creation, One Global Network, Respect for the Individual, Best People, Integrity, and Stewardship. These values form the magic word CORBIS:

  • C - Client value creation
  • O - One global network
  • R - Respect for the individual
  • B - Best people
  • I - Integrity
  • S - Stewardship


Four Corners Montessori Academy 

Four Corners Montessori Academy will use the proven effectiveness of the Montessori educational model to teach a broad spectrum of students, successfully nurturing each child on their journey towards knowledge. Their core values are: 

  • Education & Lifelong Learning
  • Community
  • Integrity
  • Compassion
  • Excellence



Nintendo's mission is to put smiles on the faces of everyone we touch. As a video game and entertainment industry leader, they share four core values

  • Flexibility, 
  • Uniqueness, 
  • Sincerity, and 
  • Honesty.


DB Schenker

As one of the largest and most respected logistics and transportation companies, DB Schenker has a very well-articulated company culture from which six company values underpin the longstanding successful partnerships they have developed and the long-term goals for the future. To put it shortly, DB Schenker's core values are:

  • Walk the talk.
  • Be one team with one goal.
  • Be honest.
  • Push limits. 
  • Take customers further. 
  • Play fair with people & planet.



The core values of the American multinational oil and gas corporation are:  

  • work flexibility, 
  • safety and security, 
  • recognizing human rights, 
  • integrity, diversity, and inclusion.



Wise (formerly TransferWise) is a UK-based foreign exchange financial technology company. Their share these four core values:

  • This isn't just a job; we're a revolution.
  • We get it done.
  • Customers > team > ego
  • No drama. Good karma.

This lovely quote on their job page links well with the values of the revolutionary fintech business: "We're human beings, and none of us are perfect. But we are in this together. So if you feel that someone has room to improve, speak up. None of us can get better without feedback."



Known as the world's largest advertising and marketing services enterprise, they are currently positioning themselves as a creative transformation company. The multinational communications, advertising, public relations, technology, and commerce holding company stands for these core values:

  • openness, 
  • optimism and a 
  • commitment to extraordinary work.



Roblox is an innovative company that reimagines how people play, connect and work. Five core values drive the creators of the online game platform and game creation system:

  • Take the Long View
  • Own It
  • Self Organize
  • Get Stuff Done
  • Respect the Community.

Although these core values are not very visible, they were shared by the CEO of Roblox, David Baszucki, in an HBR article on Scaling Community-Sourced Innovation.



Nike's core values are at the heart of all they do and have been fundamental to the company's success since its founding. These values are also known as Nike Maxims. Here they are:

  • Do the right thing
  • Be on the offense always
  • Serve athletes*
  • Create the future of sport
  • Win as a team.
*If you have a body, you are an athlete.



Patagonia is a clothing company that is completely different from others. They are focusing on protecting the company through all that they do. Even their mission statement is aimed toward a worthy cause "We're in business to conserve our home planet." The company stands for the following core values:

  • Quality
    Build the best product, provide the best service, and constantly improve everything we do.
  • Integrity
    Examine our practices openly and honestly, learn from our mistakes, and meet our commitments.
  • Environmentalism
    Protect our home planet.
  • Justice
    Be just, equitable, and antiracist as a company and in our community.
  • Not Bound by Convention
    Do it our way.



The yoga-inspired, technical athletic apparel company for women and men has invested heavily in its identity and culture. The core values of Lululemon are very well articulated as follows: personal responsibility, entrepreneurship, honesty, courage, connection, fun, and inclusion. On some hiring websites, we can find the core values with a bit more description:

Personal Responsibility
We act with honesty and integrity, taking full accountability for our choices and their impact.

  • Personal Responsibility
    We act with honesty and integrity, taking full accountability for our choices and their impact.
  • Connection
    We build trusting relationships by valuing and celebrating each human's uniqueness.
  • Inclusion
    We remove barriers to equity so that everyone has a sense of belonging.
  • Courage
    We have the heart and strength to do big, challenging, and important things for each other and our planet.
  • Fun
    We infuse joy and laughter into all we do, which allows us to turn work into play.



The Prada Group's grand purpose is to be "DRIVERS OF CHANGE" for the PLANET, PEOPLE, and CULTURE. Within their yearly report, they have expanded into their six core values:

  • Re-think the rules. Synonymous with innovation, transformation and independence, the Prada Group offers its brands a shared vision in which they can express their essence.
    This vision has broadened the horizons of luxury, without fear of facing contradictions.
  • Innovative tradition. The Group, driven by a spirit of research and innovation, is rooted in more than a century of history. Its heritage is completed with the organization's production know-how and expertise.
  • Spirit of excellence. Gearing toward excellence is a mental attitude for the people of the Prada Group, who constantly seek perfection, continuously refining and surpassing their previous achievements.
  • Uniqueness of talents. Passion, curiosity, attention to detail and expertise are the distinctive qualities of each person in Prada. The promotion of an inclusive work environment stimulates intellectual vitality and the ability to interpret how society is evolving.
  • Beyond boundaries. Art, philosophy and cinema are just some of the cultural disciplines that represent constant sources of inspiration for the Group. Bold connections are made that broaden perspectives and enable to propose unexpected solutions.
  • Sustainable paths. The Group places sustainability at the core of its corporate strategy. The value creation model is implemented in harmony with the places and people within the entire sphere of influence of its activities. The Group also contributes to contemporary cultural debate.



The British luxury fashion house known for its ready-to-wear, including trench coats, leather accessories, and footwear, aims to delight customers by harnessing creativity to deliver unique products of the highest quality and exceptional shopping experiences.

The four core values of Burberry are hallmarks of the brand since the company was founded in 1856:

  • Being creatively driven,
  • Forward-thinking,
  • Open and caring, and
  • Proud of our heritage.



The core values of this Italian fashion house are also known as ideals at the heart of Versace. They are the following:

  • Victory,
  • Consciousness,
  • Unity,
  • Positivity,
  • Diversity,
  • Adventure and
  • Integrity.

And in case you're looking for some examples of mission, vision statements, we share a long list with 25 examples that you can get inspired from.

Key takeaway

Remember that setting your core values is not the end of your job. Once you have done this, you need to make sure your employees understand them and are invested in them. Communication is key in every matter related to the organization, so make sure everyone knows what your company stands for.

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