Core Values: A Startup’s Secret Weapon

What Are Values and Norms?

Values are essential to the identity of a company.
There are hundreds of values, which is why it’s important for organizations to select a few core values that truly define them.

Norms, on the other hand, are the acceptable behavioral rules we apply in our interactions with others. We expect others to know and follow these norms as well.

Let’s look at two practical examples:

• Norm: When a colleague helps you, you thank them.
  → Value: Gratitude / Courtesy

• Norm: If you have an opinion during a team meeting, you’re free to express it.
  → Value: Freedom of expression

Reality Check

Many organizations claim to have the right values and norms—and to act accordingly.
However, when asked to name those values, it often turns out to be surprisingly difficult.

That’s because defining and naming core values goes beyond branding; it reflects the mentality and culture of the company. Therefore, it's wise to go through this process together with employees.

Selecting three to five core values is usually sufficient. Some common examples of core values within companies include loyalty, decisiveness, customer focus, and flexibility.

Core Values as a Catalyst for Intrapreneurship

Once core values are defined and known within the company, they must also be lived and embodied by everyone.

You have to actively work with them. Applying and passing them on to new colleagues is part of the challenge.

Here’s an example:
If a company highlights customer orientation as a core value, the entire organization can be mobilized to develop new actions that enhance the customer experience.
This is a clear illustration of how a core value can become a stimulus for intrapreneurship—driving innovation and initiative from within.

Ready for the New Generation of Employees

More and more employees are consciously searching for employers whose values and norms align with their personal beliefs and principles.
They want to work for a company that feels like a good fit.
To make that match possible, employees need to understand and articulate their personal values—but just as importantly, companies must be clear and transparent about their own.

Take sustainability, for example. Many job seekers value it highly and seek out companies where sustainability is genuinely embedded in the business strategy—not just a marketing buzzword.

Conclusion

Every organization should identify its core values—and do so together with its people.
Then, it must actively bring those values to life in daily operations. Simply putting them on the wall and hoping for a strong, connected culture to emerge is an illusion.

To create (or maintain) an entrepreneurial and engaged company culture, the organization must live its values.
The motivation behind these chosen values must be shared and supported by employees, because ultimately, employees carry and shape the culture.

When hiring new talent, these values can serve as a powerful selection tool to find people who align with the company culture.
In today’s world, cultural fit is just as important as skills and qualifications when building a strong and future-ready team.