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19th September 2025Why Your Company Values Might Not Mean What You Think
When you look at company websites or “About Us” pages, you’ll often see the same words repeated: Integrity. Excellence. Innovation. Respect.
They sound good. They’re safe. They tick a box.
But here’s the problem: if every business is using the same handful of words, do they really mean anything?
The issue isn’t that these words are wrong. It’s that they’re often chosen from a limited “acceptable” vocabulary rather than built from what truly makes a business unique.
Where Many Businesses Go Wrong
Too often, companies decide their values by:
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Brainstorming a list of nice-sounding words.
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Crossing off ones that don’t fit.
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Settling on what’s left.
The result? Generic values that could belong to any company in any industry.
A Better Way to Define Values
Instead of starting with words, start with behaviours. Ask:
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What behaviours do we most value in our people?
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How do we want to treat customers, suppliers, and partners?
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What does “good” look like inside our business?
When you begin with behaviours, the words follow naturally. For example:
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If you want employees to speak up when they see a problem, maybe your value is about Courage.
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If you want to deliver on promises no matter what, maybe your value is about Reliability.
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If you want to build long-term trust with suppliers, maybe your value is about Fairness.
Now your values aren’t just words. They’re a reflection of how you actually do business.
Making Values Real
Values should guide decisions, not decorate walls. That means:
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Hiring people who demonstrate them.
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Rewarding behaviours that reflect them.
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Calling out when they’re not being lived.
When values are grounded in real behaviours, they stop being empty words. They become part of the company culture.