At Saya Agency, we’ve helped 100+ companies transform their cultures—and the #1 differentiator between thriving brands and stagnant ones? Authentic, actionable core values.
Core values are the non-negotiable principles that:
“Your values aren’t what you write on the wall—they’re what your team does when no one’s watching.”
Real-World Impact:
Gather 5-10 key team members (leadership + frontline) for a values discovery workshop.
“What behaviors get rewarded here?”
“What would we never compromise, even for profit?”
“What makes us weirdly proud to work here?”
Group similar ideas (e.g., “transparency,” “honesty,” and “radical candor” = “Truth First”).
The Fire Drill Test: Would you uphold this during a crisis?
The Hire/Fire Test: Would you let go of a top performer who violates it?
Pro Tip: Avoid generic values like “integrity.” Instead, try “Call out elephants in the room” (Netflix).
✅ Hiring: Add values to job posts & interview questions
✅ Onboarding: Dedicate a week to values immersion
✅ Daily Operations: Tie 20% of bonuses to values adherence
✅ Crisis Response: Lead with values, not PR spin
Warning: 68% of companies fail at values implementation (Harvard). Avoid these pitfalls:
In an era of AI and automation, culture is the last sustainable advantage. Companies like Zappos and Patagonia prove that values-driven brands:
Ready to codify your values? Let’s talk
Ready to take the next step in marketing?
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