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How Much Are Small Business Consultant Fees?

When you’re starting a small business, you might run into some obstacles to the success you want to see. Small business consultants can help you cut through the number of items on your to-do list and set a course for future success. Here’s what to expect to pay.

Determine Your Budget

Before you begin researching small business consultants in your area, you need to set a budget for your consultancy expenses. You can find consultants from inexpensive solo firms to high-dollar professional firms. While you may be tempted to go for the cheapest consultant you can find, you need to remember that when it comes to consulting, you often get what you pay for.

When determining your small business consultancy budget, you need to decide the quality of service you’d like to receive and allocate a budget according to how much you can realistically spend on a consultant. Remember, this is a business investment, so you should ideally get an attractive return on your consultancy investment.

Do You Need Business Plan Assistance?

Your small business consultant will offer marketing and administrative advice. But there are other services that your consultant may provide. Often, small business owners need help with getting their business plans solidified so that they can pursue the next level of investor funding or bank loans.

If you need business plan assistance, your business consultant may be able to provide this service for an additional fee. This fee will likely be billed as a project, rather than at an hourly rate, and will probably run you a few hundred to a few thousand dollars on top of your other consultancy fees.

Startup Costs

While most small business consultants offer a free initial consultation, once you sign a contract with your consultant, you may owe one-time startup fees to your consultant or their firm. These fees might include meetings to help your consultant prepare a plan for your business’s success, marketing plans and other projections you or your consultant can use to move forward.

Hourly Rates of Small Business Consultants

After the startup fees, which may be billed hourly or by the project, you will likely work with your consultant on an hourly basis. Small business consultants charge rates anywhere from $50 an hour to $200 an hour and above. Depending on your location, consultant’s experience and the size of the firm that they work for, you can expect to pay a rate within this average.

Ongoing Expenses and Retainers

Your small business might benefit from continued support from your small business consultant. In this case, your consultant might contract with you for extended services beyond your initial startup phase. These services include retainers and hourly support, which can run in the thousands of dollars per month.


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Strategy Planning

130 Good Company Values Examples

by Tom Wright, on Nov 21, 2021

Download our free Company Values Toolkit Download this toolkit

Table of Contents

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An Overview of Company Values

Coming up with good company values is hard. We've put together this extensive list of over 130 examples of good company values to help.

We've also compiled an awesome downloadable toolkit to help you choose the right values for your organization.

Just download the toolkit , select the categories that are most important to you, then build out your own set of core values.

This list of examples of company values should be used in conjunction with our guide to writing good company values , which is part of our overall guide to strategic planning .

Free Download Download our Company Values Toolkit Download this toolkit

Not only have we put together over 130 company values - we've also provided an inspiring write-up for each one that you can use within your own organization. We sorted our examples of company values into categories to help you build your own.

You can check out the full list of company values below - but the real fun comes when you download the toolkit. The toolkit will walk you through the following steps:

Download the toolkit using the form above - or if you want a sneak peek of what's inside, we've included the entire list of company values below:


Curious Interested in everything around us and how to make it better

Dreamers Big thinkers with even bigger ideas

Fresh Original and modern way of doing things

Individual We value each other's differences

Imaginative Full of ideas and imagination

Inquisitive We ask lots of questions and are interested in everything

Inspirational Motivating each other to achieve great things

Inventive Practical solutions to complex problems

Mysterious Unexpected outcomes using unconventional techniques

Original We do things our way which is the same as no other


Caring We care primarily about the needs of our customers

Love We love the people whom we serve

Service Our purpose is to fulfil the needs of our customers

Devotion We are devoted to our customers no matter what it takes

Understanding We understand the needs of our customers

Accessible We are always available to help our customers

Friendly We are always friendly even in the face of hostility

Ethical We stand by our moral code

Hospitable We welcome customers to our store or service

Helpful We are always there to answer questions and assist

Fair We treat everyone equally


Candid We speak our minds even when it might not be popular

Honest We always tell the truth and proactively speak up

Humble We are thankful for what we have and no our own limitations

Trusting We have complete faith in one another

Listening We listen and actively encourage others to speak

Open We are transparent and open in our thoughts and actions

Tolerant We appreciate diversity and encourage different opinions

Loyal We are loyal to each other and to the organization

Generous We give our time and resources generously to one another

Supportive We support each others development and progress

Fair We treat each other equally at all times


Collaborative We work together always

Family We respect each other as a family

Partners We share equally in the success of the organization

Sharing We share our ups and our downs with one-another

Generous We are generous with our time and our resources

Open We are always honest and open with one-another

Structured We have a well defined structure and each know our role

Loyal We are loyal to one another always

Flexible We are flexible enough to cover for one-another when needed

Inclusive We include everyone in everything

Focused We are a single-minded focused unit


Caring We care for one-another and our customers

Helpful We help each other even when it's not required

Selfless We think of others before ourselves

Sensitive We are sensitive to others needs

Understanding We take the time to listen and understand each other's views

Welcoming We welcome all people to our team

Available We always make ourselves available to talk

Warm We are friendly and welcoming

Human We are human first and business people second

Loving We love each other as people


Relentless We pursue our goals even when they seem unreachable

Determined We are determined and focused

Single Minded We have one clear goal and fight to attain it

Enduring We endure even hard times in pursuit of our goals

Hard Working We work hard and effectively

Resolute We are confident that we will reach our goals

Tough We are unmoving and strong

Committed Our commitment to our goals is unbreakable

Dependable We are reliable and dependable always

No BS We are straight-talking and focused

Risk Taking We take risks whenever required

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Company values- adventure.

Brave We move forward confidently

Explorers Constantly pushing the boundaries of what has been done before

Innovators We invent things others thought impossible

Inquisitive We ask questions to better understand the world

Confronting We confront our fears and move past them

Confident We are confident in our abilities

Passionate We are passionate about achieving our dreams

Free We are free spirited and open minded

Bold We move forward boldly even in the face of adversity

Fast We are agile and move quickly on new opportunities

Risk Taking We are not afraid to take risks when necessary

Capable We are well trained and effective at what we do

Smart We only hire the smartest minds in the business

Experienced We have deep experience in our field

Wise We are intelligent and apply that intelligence wisely

Mature We've been around a while use that experience for the good

Quality Focused We are obsessed with quality

Skilled We are highly technically skilled

Organized We are well organized and efficient

Meticulous We pay extreme attention to the details

Careful We move carefully and assuredly

Dependable You can rely on us


Zen We are focused and together of the body and mind

Thoughtful We are thoughtful about every decision we make

Humble We know our limits and appreciate what we have

Selfless We put others first, always

Thankful We are thankful for what we have been given

Community Minded We are here primary to serve

Open We are open and transparent with those around us

Global Citizens We care for the world physically and emotionally

Safe We are a safe haven for our people and stakeholders

Self Aware We are aware of our skills and our weaknesses

Generous We give our time and resources generously


Cheerful We approach even hard situations with a smile

Fun We have fun at all times

Enthusiastic We are positive and enthusiastic no matter the task

Playful We are playful with each other and our customers

Balanced We have a great work / life balance

Sporty We are passionate about fitness

Happy We aim to be happy first, successful second

Positive We take a positive attitude into our work

Exciting We are fun to be around and full of surprise

Lively We are always up for a challenge and a new adventure

Surprising We delight and surprise customers


Curious We are interested in the world and how it works

Improvement Focused We take the time to improve our skills

Teachers We teach each other whenever possible

Explorers We are always seeking new opportunities to try new things

Humble We are aware of our limits and hungry to learn

Insight Led We use research and insight to make better decisions

Listeners We listen to each other and our customers

Open We are open about our work and our limitations

Innovative We try to apply creative solutions to problems

Experimental We invest in experiments even when it seems crazy

Risk Taking We take risks when needed


Aggressive We pursue our goals hard and fast

Ambitious We have big plans

Bold We move confidently and don't doubt our ability

Competitive We are aware of our competitive environment

Ferocious We are tenacious and ferocious is pursing our goals

Winners We aim to win in everything that we do

Intense We are intensely focused on what we do

Direct We move quickly and directly

Focused We have complete focus on a single-minded goal

Disciplined We are structured, disciplined and efficient

Assertive We are assertive about what we want

The is probably the most comprehensive list of company values available on the internet and we hope you find both this article and the toolkit useful.

If you'd like to suggest some great company values that we missed from our list, drop us a comment or hit us up on social media!

We've written a couple of other articles about creating company values that you might also be interested in.

The first is a step by step guide to creating your values from scratch. We also wrote about how to tap into your existing strengths to create meaningful values that really work. Check them out!

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Business planning

Business values.

Business values are the concepts that guide your business.

Business values can help you make decisions, foster a culture of teamwork and collaboration and create a positive working environment.

On this page

Types of business values.

There are 3 main types of business values—principles, beliefs and standards of behaviour.

Principles are the concepts, such as the following, that you believe are fundamental for your business and its success.

Beliefs and attitudes are views that you hold to be true and influence your actions.

They can relate to how people should behave, the way managers should act, how work should be done and how staff should treat each other at work. For example:

Standards of behaviour for business outline what is acceptable business practice. From a customer viewpoint, these standards demonstrate the business values and outline the type of service they can expect to get when they deal with your business. For example, the business will:

Steps for developing business values

A clear set of values that are agreed upon and understood by everyone in the business are important for success. If your business is yet to establish a set of values, the following process can help you to identify and develop them.

1. Reflect on your principles, beliefs and values

The first step is to think about your personal principles and beliefs and link these to the values that you have for your business.

Ask yourself:

2. Assemble a team of people to work on value creation

Assemble a team of people that can work together to create and draft the business values.

If your business is trading and has staff, choose people that understand the business culture, demonstrate leadership skills and are key to the business function.

If your business is new and does not have staff, find trusted people from outside the business to help (e.g. mentors, friends and business advisers ).

3. Brainstorm your business values

Once your team is assembled, you can brainstorm ideas for business values by doing the following.

Review your list of potential values

When you have completed brainstorming, create a draft list of values. If the list is long, select the top 3–5 important values you have identified. Aim for a mix of principles, beliefs and standards of behaviour within your selection.

4. Reflect on the meaning of each value

Once you've chosen the values, you should reflect on the meaning of each.

Consider the following.

Include your business values in your business plan

Make sure to include your business values in your business plan (particularly in Section 1, Executive summary).

Learn about writing a business plan .

5. Translate your business values into a set of actions

The final step in creating business values is to convert them into a guiding set of actions or action statements. This helps to ensure that the values are understood and easily used across the business.

The actions that you create for your business should represent and build on your business values. The actions can be customer or internally focused.

Value: Respect

Action statement

All staff will treat customers with respect. In practice, this means staff will:

All staff will treat each other with respect. In practice, this means staff will:

Implementing business values

Implementing business values involves turning the values into recognisable actions and behaviours that can be measured and monitored across the business.

The following tips will help you implement business values effectively.

Also consider...

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70+ examples of core company values & how they shape your culture

When we started Hotjar in 2014, the four co-founders and I knew what we wanted from each other: the ability to move fast, stay lean, self-manage, and take ownership. We didn’t need to write any of it down as our official company values: we just acted in line with those principles and kept one another in check every day.

Fast forward to 2019, when we’ve grown into a company of 70+ people spread across 19 countries. At this point, company values play a crucial part in how the company is shaped and grows — and, as the CEO, it’s my job to own these values and the culture of Hotjar.

In this article, I’m sharing what I’ve learned about company values in the past five years at Hotjar: why they are important, where to look for inspiration, and how to go about articulating and implementing them.

business plan values example

Last updated

Team seated around a table, discussing matters

Table of contents

What are company values, 4 elements of effective company core values.

70 examples of company values from 10 of the world’s largest organizations

How to define and implement company values: how we did it at Hotjar

Other examples of company values from cutting-edge companies.

Company values FAQs

Company values  (also called corporate values or core values) are the set of guiding principles and fundamental beliefs that help a group of people function together as a team and work toward a common business goal. These values are often related to business relationships, customer relationships, and company growth.

Examples of company values

Company values don’t have to be unique; they should be what your company wants to see in itself and its employees. Some examples are:



Why are company values important?

From a business perspective, having a core set of company values makes it  easier for a company to make decisions ,  foster teamwork and help employees collaborate,  quickly  communicate principles  to clients and customers, and  hire employees  with the right attitude.

The way I see it, creating a business is a bit like creating a community: if you want the community to act as a group, you need a shared code/vision/identity/ethos, an organizational culture that drives whom you choose to invite in and how the community functions as a whole. If you don’t own, define, and care about the values of your community, they will evolve on their own, potentially in ways that hurt your business.

<#The Hotjar team in December 2018

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1. Lead with your vision statement

A vision statement describes an ideal vision of the impact a company will have on the world. When we started Hotjar, our vision statement was to “change the way the web is built by democratizing analytics and feedback.”

business plan values example

Your company values are the principles that support this vision : before you can articulate effective company values, you need to think about what impact your company can have on people (even if it’s a tiny niche) and write a sentence that sums up that ideal scenario.

2. Keep your values unique

We’ve all heard values like ‘think big’ or ‘be curious’ from a handful of giants like Netflix and Amazon; it’s not unusual that smaller companies are influenced by them and end up having pretty much the same values.

I’m not saying it’s a bad thing. But an effective company value should be  unique to your company and experience . It’s easier to hide behind sweeping formulas that sound great but don’t really apply to you—so if you are a 100% profit-driven organization, embrace that. Use your values to make sure you hire people that think the same, unique way.

3. Make values simple to understand and remember

There’s no point crafting the perfect set of values if nobody in your company can recall them. A  short, bullet-point list  of simple, single-sentence values will be easier to remember in everyday working life and help guide your teams’ decisions.

For example, right now our longest company value (be bold and move fast) is just five words long.

4. Evolve your values over time

When your company grows, the values you wrote early on might not be completely relevant to where you have arrived. As new opportunities and challenges arise, you may need to update your values. You’ll see what I mean in the next section: dynamics change as the number of employees grows, and different things become more or less important.

Re-examine company values as your team grows  and get feedback from existing employees to help guide the process.

70 company value examples from 10 of the world’s largest organizations

Google has a list of 10 company values called “ Ten things we know to be true ”:

Focus on the user and all else will follow.

It’s best to do one thing really, really well.

Fast is better than slow.

Democracy on the web works.

You don’t need to be at your desk to need an answer.

You can make money without doing evil.

There’s always more information out there.

The need for information crosses all borders.

You can be serious without a suit.

Great just isn’t good enough.

Amazon defines a list of  14 leadership principles  that influence decision making:

Customer Obsession

Invent and Simplify

Are Right, A Lot

Learn and Be Curious

Hire and Develop the Best

Insist on the Highest Standards

Bias for Action

Have Backbone; Disagree and Commit

Deliver Results

At Uber, company values are called “ cultural norms ”:

We build globally, we live locally.

We are customer-obsessed.

We celebrate differences.

We do the right thing.

We act like owners.

We persevere.

We value ideas over hierarchy.

We make big bold bets.

Nike uses a simple  mission statement  (“Bring Inspiration And Innovation To Every Athlete* In The World *If You Have A Body, You Are An Athlete.) alongside a shortlist of values:

We dare to design the future of sport

A team that’s empowered, diverse and inclusive

The world is our community

A fair sustainable future for every athlete

Netflix  defines their company values around the core philosophy of “people over process”:



Apple lists their company values on the footer of every page on their website:



Inclusion and Diversity

Supplier Responsibility

VW  developed their company values with the involvement of staff across the world:


The Walt Disney Company doesn’t use a single list of company values but instead combines their  mission and value statements :

“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”

Microsoft  has a list of 6 core company values:

Diversity and inclusion

Corporate social responsibility


Trustworthy Computing

Slack  lists 6 core company values… with emojis:




In the first six to nine months of Hotjar, we didn’t have any formalized values: the four co-founders and I were working together and figuring things out as we went. One of the things we were aiming for was being lean and shipping fast, and we didn’t need to write it down—we just made sure everybody was being lean and shipping fast, and corrected as we went.

Hotjar’s company values, round 1 (2015): articulating values for an early-stage startup

Things started to change when we prepared to hire our first team members. Defining our values became crucial because  we needed a set of principles to help us choose the people we wanted to bring onboard.

Step 1 - speaking with individual co-founders

I started off by having an informal chat with each of the co-founders, talking through what we liked and cared about in the way we worked together.

<#4 of Hotjar's 5 cofounders in September 2014

Talking one-on-one was very important for balance.  In a group situation, when you have a mix of people who like to listen and people who are more talkative, the conversation might go in the direction of the more dominant speakers. I wanted to avoid this and make sure our values would be balanced and reflect  all  of the founders’ personalities.

Step 2 - looking to others for inspiration—but proceeding with caution

Being fast and lean was important to us, so I spent time reading about lean principles in books like  Selling the Invisible , which explains why speed of service and speed of acting are so important. I had also been recommended  Delivering Happiness , which is about creating a happy culture and a profitable business.  

On top of this reading list, I looked at the values of companies like Basecamp, MailChimp, Atlassian, InVision, who were kind of ‘breaking the rules’ back then, in terms of not really sticking to the status quo and to the typical way companies had been built before. A lot of these were either bootstrapped, capital-efficient, or remote, so I knew we had something in common. 

Of course, I had to remind myself that Hotjar was still really, really small.  Values that inspire hundreds of people in a big organization might not make sense for a tiny group of people who are putting in hard work   to survive . It’s a big mistake I’ve seen before: small companies get carried away with inspiration and then end up with these fluffy, amazing-sounding values… that mean nothing to the team.

Step 3 - bringing the research together: Hotjar’s 8 values (2015)

As I ran my research and chatted to the co-founders, I kept collecting notes in Evernote so I could prepare a list that we’d tweak together.

It wasn't a very sophisticated process, but it did mean we got what we needed: eight values we could use to start hiring straight away because now we knew exactly what to look for:

Always be HONEST

Always be LEARNING

We aim for GOOD

Eliminate ‘IN PROGRESS’ work

Get FEEDBACK early

Create WOW!


Here is an example of how this helped: we’d get candidates to do a task as part of their interview process, and look at their work and deliverables in light of those principles. Could they develop things speedily? How receptive were they to feedback?

Once hired, we would also run quarterly reviews where each person would get a 1-5 rating on how well they were performing for each value. The values were written and shared with everybody as part of our team manual:

#Our old team manual (2015)

Hotjar’s company values, round 2 (2018): company values for the scaling stage

As Hotjar’s team grew into the double figures and passed the 50-person mark, those initial eight values started to lose some of their relevance. For example, “speed wins” was crucial early on when the whole point of existing was shipping and fixing things fast; but with 50 people and counting, building things ‘right’ might become more important than just building them ‘fast’.

<#The team in June 2018

This time around, I wanted to remove my own bias from the process—as a CEO, I tend to look at where we  want to be , but the values need to encompass a lot of where we currently  are —so we decided to bring a consultant on board.

Step 1 - surveying the team

The consultant helped us survey the entire company to understand what values the team thought described Hotjar, and which of the existing eight values resonated the most (in the image below, it’s the column on the left).

Based on that feedback, the consultant grouped the values together and came up with a list of four values (the section on the right):

#Hotjar company values - survey results

Step 2 - presenting the results & getting feedback from the team

When I saw that initial take on our values, I thought it was really well done. This is the reality for a CEO: you're busy, there are a million things on your plate, someone writes something that reads wonderful and you think it’s great.

We were excited to share the results with the team, so we asked the consultant to present the findings to everybody during an afternoon Zoom call. We also used so the team could ask questions throughout the presentation:

#Some questions from the team

After the call, we surveyed the team to get their reaction to the new values—and something interesting happened. Around half of the team was fairly positive, appreciated the fact that there were fewer values, and thought they described the company better than the previous set.

But the other half had a very negative reaction. They thought of these values as too ‘fluffy’, argued that they did not describe how we worked, and were, in fact, worse than what we already had.

In removing my own bias, I had introduced that of an external person who didn’t know and care about the company as much as we did.

Step 3 - re-owning the process

I took my time to process the feedback and came to the conclusion that, as a CEO, I needed to re-own the process myself. So I went back and checked in with the rest of the  leadership and executive team  to understand what was important to us, what was not important, and how to describe it.

I’m not going to lie: the process took months, but it was a wonderful exercise that led us to (re)prioritize the values and articulate them in a very intentional way. And at the end of the process, we got to the final version that exists today:

<#Hotjar's current (2019) company values

Step 4 - embedding the values

The work doesn’t end when you articulate the values: you need to embed them in the company to make sure they succeed.

The first step we took was making sure the team would remember the values. During our recent Tenerife meetup, we split the Hotjarians into teams and ran a Jeopardy-style quiz where teams would win points by uncovering and remembering values.

<#Company values jeopardy!

Immediately after, we launched a company-wide video challenge and asked the team to submit a 30-second video tying it back to one of Hotjar’s core values:

#Company values video challenge

Moving forward, we have started to become more intentional about rewarding success by attributing it to values—for example, we will congratulate a team for ‘being bold and moving fast’ rather than for ‘signing off on a big client’. Our leads are re-iterating the values and giving feedback to each team member based on them, and the team can challenge back and question how certain actions relate (or fail to do so) to a specific value.

The role of founders in articulating company values

It's interesting to compare the two versions of our values. The first one from 2015 was very obviously founder-driven, with the input of five people and done through a quick process. The second one from 2018 took into account 60+ team members and included an external consultant, two rounds of surveys, a presentation, more feedback, and then me working closely with key stakeholders.

Notice that I'm not mentioning speaking to the founders anymore. As the company keeps growing, the founders’ thoughts are completely redundant. If the founders have hired people who have hired people who have hired people… you see where I’m going. Obviously, as a CEO I am responsible for the future of the company and what needs to happen, so I have sign-off on the values, but the final product came from all these sources together.

🔥 Our fully articulated company values are live for everybody to see.  Check them out ! 

Basecamp’s values, as published in their manual “ what we stand for ”

Be Straightforward.

Be fair and do the right thing.




Mailchimp’s values, based on their “ How our employee radio station embodies our company values ” article:


Atlassian  don’t hold back with their list of 5 company values:

Open company, no bullshit

Build with heart and balance

Don’t #@!% the customer

Play, as a team

Be the change you seek

InVision  has a list of 6 core values:

Question assumptions

Think deeply

Iterate as a lifestyle

Details, details

Design is everywhere

At Hotjar, we have a list of 5  core values :

Obsess over our users

Be bold and move fast

Work with respect

Build trust with transparency

Learn by doing

The team at Wistia  also uses emojis  to express its values: 

Long-term company thinking 🤔

Creativity 💡

Presentation 🖼

Simplicity ✂️

Automattic’s values are based on what they call “ The Automattic Creed ”:

I will never stop learning.

I won’t just work on things that are assigned to me.

I know there’s no such thing as a status quo.

I will build our business sustainably through passionate and loyal customers.

I will never pass up an opportunity to help out a colleague, and I’ll remember the days before I knew everything.

I am more motivated by impact than money, and I know that Open Source is one of the most powerful ideas of our generation.

I will communicate as much as possible, because it’s the oxygen of a distributed company.

I am in a marathon, not a sprint, and no matter how far away the goal is, the only way to get there is by putting one foot in front of another every day.

Given time, there is no problem that’s insurmountable.

Zappos  has a list of 10 core values:

Deliver WOW Through Service

Embrace and Drive Change

Create Fun and A Little Weirdness

Be Adventurous, Creative, and Open-Minded

Pursue Growth and Learning

Build Open and Honest Relationships With Communication

Build a Positive Team and Family Spirit

Do More With Less

Be Passionate and Determined

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Company Values FAQs

What’s the difference between a code of conduct and company values.

A code of conduct is a  list of dos and don’ts  that dictate how people must behave (for example, a list of acceptable and unacceptable behaviors), whereas values are a  set of guiding principles  that define the mindset people should work from when making their own decisions.

How many core values should a company have?

Company values need to be clear and easy to remember, so it’s best to have a small number of broad values:  between 3 and 10  is ideal.

How to develop company core values?

Small-size companies develop company values  simply by working together  and understanding what is important to the teammates, what they care about, and how they want to function together.

As a company keeps growing, it becomes more important to  articulate the values clearly  and write them down so they can be shared; the process can involve specific actions like surveying the founding or management team, bringing a consultant onboard, and/or surveying each individual team member.

How to teach company core values to new employees?

Once company values are clearly documented, their importance should be emphasized to new employees during their  onboarding process . Values also need to be  embedded  into company culture so they don’t get forgotten by long-term employees.

Note: thanks to my colleague Louis who interviewed me about my experience, and Fio who researched the 100+ examples listed and edited the piece into its final version. 

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Core company values: 11 inspiring examples

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by Kellie Wong

Company Values

Have you ever walked into work knowing without a doubt that what you did mattered?

What an exhilarating feeling. Your company likely nailed the art of making their employees feel welcomed, appreciated, and motivated to do their best work. These companies stand apart because of their exceptionally powerful core values that resonate with everyone in their workforce.

That sounds so simple, doesn’t it? The difficulty lies in articulating company values in a way that convinces your employees that their work is truly meaningful. To inspire your workforce, you must lay out clear expectations and recognize the people who epitomize your values.

This article will break down what lies behind the best company values, help you identify the values that define your business, and inspire you with 11 outstanding examples of companies that live their values each day.

The meaning of company values

Company values are the central, underlying philosophies that guide a business and its employees. These beliefs also influence the way a company interacts with partners, clients, and shareholders. A company’s culture must align with its core values in order to create a shared, enduring, and positive environment for all these parties.

The benefits of defining and living by your values are immense. The top factor of employee satisfaction is the culture and values of an organization, and over 75 percent of employees consider it “very important” to work for a company with defined core values. This translates to a better bottom line : companies with highly aligned cultures and innovation strategies see 30 percent higher enterprise value growth and 17 percent higher profit growth.

A recent Harvard Business Review article by Dr. Natalie Baumgartner, Chief Workforce Scientist at Achievers, explores why culture needs to align with company values. She cites a LinkedIn survey that suggests 26 percent of employees would forego a fancy title and 65 percent would accept lower pay before dealing with a poor workplace environment.

How to define and live by your company values

Defining your company values requires a close examination of your organization’s culture and vision. Think deeply about how to use your values to illustrate what your company hopes to achieve and represent. Consider these guidelines when establishing your company values:

After you establish your values, you need to embed them in every aspect of your organization’s culture. And one of the best ways to build a culture that aligns with your company values is by recognizing employees who epitomize them. 92 percent of employees agree that when they’re recognized for a specific action, they’re more likely to repeat it in the future . Explicitly tying recognition to company values helps sync company and employee principles even further.

Encouraging everyone in your organization to practice frequent recognition 一 from employees thanking their peers to executives exemplifying recognition for the rest of the company 一 strengthens company values and leads to better performance across the organization. To make recognition easy, consider adopting an employee recognition platform that also allows employees to explicitly tie every recognition to a specific company value. For example, see this message of recognition from Achievers’ CEO and President, Jeff Cates , that exemplifies his organization’s core value of “One Team” by focusing on the entire team’s well-being:

Jeff was able to send this recognition across a company-wide newsfeed in moments using Aspire, Achievers’ recognition program. Take the time to see how a recognition platform can help your company start truly living its values .

Achievers Value Example

11 companies with exceptional core values

To keep your employees eager to do great work, you need to create a clear, meaningful set of core values everyone can get behind. And there’s no better way to start than by looking at examples of companies that have done it right. The companies below have values that capture the essence of their business and culture, and putting their values into practice 一 often with the aid of a recognition platform 一 has led each organization to sustained success.

3M is a global company with over 88,000 employees that produces innovative technologies to change the world for the better. The values they choose to live by reveal the deep appreciation they have for their investors, the environment, and their employees. Their guiding values include:

One way that 3M ensures these values stay constant as they grow is by investing in educational opportunities for potential future 3M employees. 3M supports programs like WorldSkills,, Frontline Sales Initiative, Young Scientist Challenge, and 3M Visiting Wizards. Each initiative hopes to inspire the next generation of scientists, innovators and inventors.

While their values are exemplary, 3M had several challenges bringing their workforce together: a traveling sales team, a mix of unionized and non-unionized workers, and a wide range of employee ages, from young professionals to employees nearing retirement. In 2009, 3M deployed an all-in-one recognition solution that performed with flying colors, increasing engagement by seven percent with 99 percent of employees actively using the platform. It was especially popular with 3M’s offline employees who were out providing customers with superior service.

2. Bayhealth

Bayhealth is the largest not-for-profit healthcare system in central and southern Delaware. Its mission is to bring the nation’s best healthcare to the communities it serves, and this is reflected in their core values :

To drive their community-focused mission, Bayhealth understood that recognizing and engaging their workforce would be paramount in effecting positive change for both their employees and patients. They implemented a new recognition program, Driven, powered by a comprehensive employee recognition platform. Driven resulted in a 98 percent activation rate, 84 percent of employees engaging with it on a monthly basis — including 97 percent of leaders. Employees also started receiving almost 4 recognitions per month on average while sending out almost 3.

Bayhealth also implemented an employee feedback solution so their leaders could receive timely information about day-today issues that require immediate attention — a critical concern in a patient caring workforce.

3. Coborn’s

Coborn’s features over 120 grocery, convenience, and liquor locations in the Midwest. Coborn’s values reflect their commitment to making a positive impact on their customers and communities:

During the COVID-19 pandemic, Coborn’s increased location managers’ budgets and urged them to ramp up recognition frequency to front-line employees. The company also added a new recognition category, Safety & Wellbeing, to reiterate the importance of safety across their 120 locations. In keeping with their core value of Dignity and Respect, Coborn’s also implemented an end-to-end employee engagement solution that demonstrated they wanted to give each team member a voice and increased employee engagement.

4. Cox Automotive

Cox Automotive is a subsidiary of Cox Enterprises, and the parent company of Autotrader, Kelley Blue Book, and Xtime. The company splits their values into a few categories: The Why, The Hows, and The Whats. Each section of their values highlights Cox Automotive’s commitment to their employees, customers, and surrounding communities:

To address their why, hows, and whats, Cox Automotive has built a unique workforce that reflects the communities they serve . In fact, Forbes magazine named Cox Automotive to its first-ever list of America’s Best Employers for Diversity in 2018. This diverse set of employees is best equipped to serve their customers, and that did not stop during COVID-19. During the pandemic, Cox Automotive’s workforce doubled down on their recognition of all the hard work the technology, people solutions, and communications teams were doing, and shouting out their employees on the front lines. The Cox Foundation also committed $5 million to Emory Healthcare for purchasing COVID-19 testing equipment.

The diversity at Cox Automotive is unparalleled, but the flip side was the challenge in rallying the whole company. Cox Automotive implemented Spark , a recognition program to enhance camaraderie across the organization. They also ran a special campaign called Spark Week, which included a fun roster of activities to drive awareness and participation. Spark Week prompted 25,522 “Thank You” recognition cards, more than tripled Cox Automotive’s daily recognition average, and led their employees to donate a total of $1,725 worth of reward points to St. Jude.

5. Discover

Discover’s values are short, sweet, and effective. The values, often displayed in the form of an acrostic poem, demonstrate Discover’s focus on integrity, invention, and partnership:

Discover truly lives by these values , and considers giving back to be “a key component to bettering [their] community and running a successful business.” As such, Discover partners with organizations like Boys and Girls Club, Junior Achievement, Big Brothers Big Sisters, and Chicago Cares. Discover even has an employee giving program where they match employee donations to charities of their choice.

To continue driving positive behaviors and demonstrating respect for their employees, Discover implemented a recognition solution that let employees reward each other for living their values. Whether they are explaining how to improve a customer’s credit score or outlining the way a customer’s student loan is structured, recognition motivates Discover employees to help their customers make informed financial decisions.

Everyone in the world has heard of Google. Such an influential business needs killer corporate values, and Google does not disappoint. They refer to their values as ten things we know to be true , which were originally written when Google was a few years old:

Google has a corresponding paragraph fully explaining each of these tenets in detail. It is evident that Google takes their values extremely seriously, and holds their employees to the highest standards. Google also mentions that they revisit their values to ensure they are still in keeping with the company’s goals and mission, and they’ve done so multiple times since they were first written when Google was a few years old.

7. Kellogg’s

Kellogg’s is another quintessential American brand. Kellogg’s six core values represent the type of employees they want to attract, the businesses they want to work with, and the types of products that will fit consumers’ needs:

Kellogg’s strong commitment to its values have won the company significant accolades. In terms of diversity, Kellogg’s was one of the 50 best companies for diversity according to Black Enterprise, and it was included in the Diversity, Inc. lists for the top 50 companies for veterans and LGBT employees in 2018. Not only that, the United States Environmental Protection Agency deemed Kellogg a 2030 Food Loss & Waste Champion, and Ethisphere called Kellogg’s one of the World’s Most Ethical Companies.

With thousands of people employed across the globe, it was imperative to align employees around Kellogg’s vision. Melissa Howell, Chief Human Resources Officer at Kellogg’s, describes how they did so:

“How do we align our employees around the vision at Kellogg’s? One of the biggest things around that is reinforcing behaviors and reinforcing success. And the best way to do that is a global [recognition] platform [. . .] because everyone can see how people are modeling the behaviors that help drive our success at Kellogg’s.”

Within four months of launching their recognition program with Achievers , Kellogg’s has seen over 80,000 employee recognitions sent. The platform made it easy for everyone to recognize colleagues who are modeling behavior that leads to success and reinforces Kellogg’s values.

Meijer is a large grocery store chain based in the Midwest that has provided nutritious, fresh food since 1934. As such, their values emphasize the importance of making customers happy, selling the freshest products, and keeping up with the fast pace of the grocery industry while maintaining a superior level of safety:

To ensure that their company values are actually put into practice, Meijer implemented a platform which allowed their employees to recognize each other’s efforts on a global scale and tie each recognition to one of their core principles. It even implemented several specific recognition programs tied to efforts that reflected these values, like leading safety initiatives or coming up with fresh, innovative ideas. By focusing on their values, Meijer tangibly strengthened the sense of connection and belonging in each of its stores, and it also increased customer satisfaction in stores with higher recognition rates.

Olympus Australia Pty Ltd is a subsidiary of the Olympus Corporation and is responsible for marketing and distributing Olympus’ line of innovative products to medical, consumer, and scientific businesses in Australia and New Zealand. Olympus’ goal is to make people’s lives healthier, safer, and more fulfilling by practicing and living their core values:

In accordance with their values, Olympus has committed $100,000 annually to their five long-term charity partners. It has also engaged in internal environmental initiatives, including implementing an integrated Quality and Environmental Management System. Olympus also adopted a recognition platform that let it more closely align its corporate values with its recognition and rewards program. Olympus realized incredible benefits from its new platform, seeing a 102 percent increase in total recognition activity and an increase in its favorable engagement score from 34 percent to 63 percent.

10. Power Design

Power Design Inc. is a family-run business that has become one of America’s leading electrical contractors and a one-stop shop for all things in the multi-family market. It has been recognized as one of the country’s top workplaces by Inc. and Fortune magazines. Their values reflect their dedication to delivering quality service, building lasting relationships, and holding themselves accountable:

Power Design puts these values into action through a series of charitable programs called Project V5, which donates cash from recycled wire across the nation to charities chosen by employees. And in an effort to herald their employees’ achievements, they implemented a unified, agile recognition solution that allowed for nationwide accessibility, mobile recognition, and visibility across the company. With its new recognition program, rave (Recognizing Achievements Values and Excellence), Power Design is well on its way to 100 percent activation and participation, with 89 percent of its employees actively using rave and 70 percent logging in at least once a month.

11. Salesforce

Salesforce is a customer relationship management tool that combines data from multiple departments to create a shared view of every single one of their clients’ customers. Salesforce’s values are unique because they are heavily focused on the customer and employee experience. They refer to their employee and customer base as their “Ohana,” or family, and they are very passionate about delivering on their values, which include:

Salesforce walks the walk by instilling trust in their employees right off the bat. They support the growth of their employees with things like ”Cultivating Your Career” workbooks, and Salesforce also has a Chief Equality Officer and an Office of Equality to foster equality internally and externally, with the chief purpose of driving innovation.

Companies' Values

Make company values a part of daily life

Today’s workforce wants to work towards a common goal and make a difference in their organization and the world. However, according to the Achievers Engagement and Retention Report , 45 percent of employees say that their leadership is “minimally” or “not at all” committed to improving company culture. Leaders need to focus on building a culture that aligns with company values, as making values the crux of organizational culture should be a priority of any business looking to motivate their employees .

Recognizing the employees who embody your company values connects your workforce and unites them in support of your culture. Achievers data shows that every time organizations double the number of recognitions in their organization, their overall engagement is expected to go up five percentage points, and a five point increase in employee engagement is linked to a three point increase in revenue growth the following year. And companies with culture alignment are six times more profitable .

By regularly acknowledging employees in a public way, companies can honor ongoing achievements . Achievers Recognize makes showing appreciation to employees for actions that exemplify company values a breeze, simplifying the end-to-end recognition process. It allows users to explicitly tie every recognition to a company value, so team members build cultural alignment with each recognition sent. And Achievers Recognize is a mobile-first platform, so employees can reward their peers across the company for living its values even while they’re on the go.

Achievers Recognize also has a “boost” option that lets managers add even more points to a public recognition, so when they see behavior in line with company values, they can amplify recognitions from other team members. This makes it easy for managers to consistently involve themselves in recognizing those who best represent the organization’s values.

Many of the companies listed above use Achievers to drive their business forward. And Achievers recognizes them in turn for their exceptional employee engagement. Join the elite group of organizations whose company values instill trust in their employees, customers, shareholders, and partners by requesting a demo of Achievers Recognize today.

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What are core values 40 core values examples to consider.

In this post, we will cover the basics on what are core values and examine 40 core values examples we love.

What are core values?

Your core values define how you want the people in your organization to behave . Together with your mission and vision statement, they are a foundational part of your organizational structure. They articulate the underlying beliefs and purpose that each member of your organization is committed to embodying.

Because of their importance, core values are often treated like mission statements, vision statements, and other elements of organizational strategy. However, it’s essential to recognize that, in many ways, values need to be their discussion .

As management guru Peter Drucker famously stated, “Culture eats strategy for breakfast.” No matter how effective your strategy is, it cannot outperform a weak company culture — and the heart of your organization’s culture is its core values. That’s why we believe and advocate the philosophy outlined in Change the Culture, Change the Game by Roger Connors and Tom Smith. There must be a dedicated process to developing and periodically refreshing your organization’s core values with the input of its members.

Your core values are the beliefs and behaviors that you consider non-negotiable , and that apply to every single person within your organization. They guide and inform your strategic plan as well as your day-to-day operations.

What is a competitive advantage

What Questions Do Core Values Answer?

Ask these questions to help you uncover your organization’s core values :

Tips on Core Values

Get the Free Guide to Identify and Live Your Core Values

Creating core values statements.

We recommend a simple, straightforward structure for core value statements that balances concision (for memorability) and specificity (for actionability) .

First, state the value in noun form (respect, sustainability, communication, etc.). This makes your core value easy to remember and envision.

Then, follow up the noun form with a statement that begins with a verb ( in the present tense , because these values are perennial) and includes the value in a verb form (to connect it to specific action), followed by a description of the specific behavior you want to see .

This outline offers a consistent, concise, and specific structure that still allows flexibility to adapt to the distinctiveness of your core values.

How to write a values statement

What are the 4 types of core values?

Patrick Lencioni insightfully identified four different types of organizational values. When core values are mistaken for other types of values, management can seem out of touch.

Core Values

Core values are cornerstones of an organization’s culture. They express values that the organization is not willing to compromise , regardless of financial or other motive. They also embody something distinctive about the organization — so that without them, an organization cannot maintain its unique value. Core values run deep into the fabric of all the organization’s work.

Aspirational Values

Aspirational values identify qualities and principles that the organization does not have, but wants . They are values that you are currently lacking, but you aspire to attain. They could be set by the company to help implement new strategy or meet changing circumstances. In any case, they do not have the inherently defining and unchanging nature of core values.

Behavioral Values

There is a layer of core values that is usually not given much attention because they tend to be the same across industries. Rather than defining the key, distinctive values of a particular company, these behavioral values simply state the minimum expected behavior of any employee . For example, not misrepresenting information would be considered a behavioral value because it is generic and describes the “bare minimum” desired behavior.

Accidental Values

Sometimes, especially in the early days of an organization, common interests and culture among organization members become solidified as values. This can create unity, but if confused with core values, can also breed stagnation.

40 Core Values Examples

Now that we have a clear idea of what core values are (and what they are not), as well as why they are so critical, let’s take a look at some examples of core values from a few recognized organizations You’ll see values from several types of organizations included—global private corporations, national non-profits, and others. We also wanted to share our own core values here at OnStrategy.

Notice that each organization takes a slightly different approach to its values, and not all of them exemplify each of our recommendations (for example, length). However, what they share is commitment and distinctiveness . It is clear from each of these statements that these companies view their core values as all-encompassing and unbreakable.

Core Values Examples – Zappos

Embrace and Drive Change: Part of being in a growing company is that change is constant.

Be Humble: While we have grown quickly in the past, we recognize that there are always challenges ahead to tackle.

Pursue Growth and Learning: We think it’s important for employees to grow both personally and professionally.

Passionate and Determined: Passion is the fuel that drives us and our company forward.

Core Values Examples – Patagonia

Build the best product: Our criteria for the best product rests on function, reparability, and, foremost, durability. Among the most direct ways we can limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use. Making the best product matters for saving the planet.

Cause no unnecessary harm: We know that our business activity—from lighting stores to dyeing shirts—is part of the problem. We work steadily to change our business practices and share what we’ve learned. But we recognize that this is not enough. We seek not only to do less harm, but more good.

Use business to protect nature: The challenges we face as a society require leadership. Once we identify a problem, we act. We embrace risk and act to protect and restore the stability, integrity, and beauty of the web of life.

Not bound by convention: Our success—and much of the fun—lies in developing new ways to do things.

Core Values Examples – Volunteers of America

Teamwork: Together, as a team, we can achieve what individuals cannot. Our individual strengths energize our joint efforts to improve the lives of the people we serve.

We are richer and stronger because of our diversity, and we promote an environment that offers dignity, understanding, and compassion in order to reach and empower all.

Accountability: We hold ourselves personally and collectively responsible to do right and adhere to ethical principles in an environment of openness and honesty.

Communication: We are committed to the timely and transparent exchange of information and ideas and encourage respectful interaction through listening, understanding, and assumption of positive intent.

Customer Service: We strive for the highest standards in all we do and seek continuous improvement through feedback from our partners and those we serve.

Core Values Examples – OnStrategy

Respect & Authenticity: Connecting to the heart of the matter. We listen actively and act with respect and authenticity.

Teamwork: Tribal spirit. Cohesive spirit that permeates our people-focus: family, team, clients, and partners.

Purpose & Impact: Make a difference. We approach everything with passion and purpose and know our work is bigger than ourselves.

All In – In Everything We Do: We do our best with excellence in everything we do.

Forward Thinking: Challenge the status quo. Continually pursuing innovation, not for innovation’s sake, but for the sake of propelling our clients and our work forward.

Enjoyable Work Environment: Perfect storm. Energizing atmosphere that nourishes a balanced personal/professional soul.

Teaching Organizations to Fish: Passing the torch of mastery. Our expertise transfer allows for sustainable strategic management.

Core Values Examples – Salesforce

Trust: We act as trusted advisors. We earn the trust of our customers, employees, and extended family through transparency, security, compliance, privacy, and performance. And we deliver the industry’s most trusted infrastructure.

Customer Success: When our customers succeed, we succeed. So we champion them to achieve extraordinary things. We innovate and expand our business offerings to provide all our stakeholders with new avenues to achieve ever greater success.

Innovation: We innovate together. Our customers’ input helps us develop products that best serve their business needs. Providing continual technology releases and new initiatives gives our customers a competitive advantage.

Equality: Everyone deserves equal opportunities. We believe everyone should be seen, heard, valued, and empowered to succeed. Hearing diverse perspectives fuels innovation, deepens connections between people, and makes us a better company.

Sustainability: We lead boldly to address the climate emergency. We are committed to bringing the full power of Salesforce to accelerate the world’s journey to net zero.

Core Values Examples – Ford

Put people first. We are a company driven by purpose. Whether it’s our customers, employees, partners, or communities, we obsess about the wants and needs of people to drive human progress.

Do the right thing. We begin with the belief that trust in our brand, and in each other, comes from acting with integrity and transparency. We foster safe, inclusive work environments that create freedom to be our whole selves and do our best work.

Be curious. We approach the world and each other with a sense of interest and wonder. We are humble enough to know we can learn from every situation, and actively question to understand and think critically.

Create tomorrow. We cultivate meaningful change to optimize today and create tomorrow. We look ahead in our focal length and bring clarity to the future. We solve problems creatively, accept risk, and experiment boldly.

Built Ford Tough. We accept challenges and overcome them with confidence, courage, and optimism. We put the world on wheels, embracing disruption to evolve. We are resilient and in it for the long haul.

Play to win. We are accountable. We are in business to create value, and we celebrate when we do. We are focused on our competitive fitness, efficiency, and agility. We make quality decisions and are each empowered to deliver excellence.

One Ford. We rely on, respect, and care for each other. We build networks and partners without boundaries. We welcome everyone’s unique contributions, communicate candidly, and work together as ONE team – we are a family.

Core Values Examples – Under Armour

Love athletes.

Celebrate the wins.

Stand for equality.

Act sustainably.

Fight on together.

Core Values Example – New York Times

Independence: Over a hundred years ago, The Times pledged “to give the news impartially, without fear or favor, regardless of party, sect, or interests involved.” That commitment remains true today: We follow the truth, wherever it leads.

Integrity: The trust of our readers is essential. We renew that trust every day through the actions and judgment of all our employees — in our journalism, in our workplace and in public.

Curiosity: Open-minded inquiry is at the heart of our mission. In all our work, we believe in continually asking questions, seeking out different perspectives and searching for better ways of doing things.

Respect: We help a global audience understand a vast and diverse world. To do that fully and fairly, we treat our subjects, our readers and each other with empathy and respect.

Collaboration: It takes creativity and expertise from people in every part of the company to fulfill our mission. We are at our best when we work together and support each other.

Excellence: We aim to set the standard in everything we do. The pursuit of excellence takes different forms, but in every context, we strive to deliver the very best.

Core Values Examples for Nonprofits

Core values are essential in any organization, but we know that they’re especially important in a nonprofit strategy. They help serve as the guiding light for how nonprofits make strategic decisions and play an invaluable role in developing the culture of a nonprofit – which we all know is critical to helping nonprofit organizations retain talent.

Though we’ve worked with lots of nonprofits, check out Prosper Strategies’ seven nonprofit core values examples if you’re looking for specific nonprofit examples. There are also helpful tips on brining core values to life!

Integrate Core Values into Your Everyday

Developing and publishing your organization’s core values is only the beginning. After values have been established, you need to set consistent and dedicated processes for holding members, behaviors, and organizational operations accountable to your core values . It’s not the whiteboard session, but the everyday application, that makes core values meaningful.

Integrate a Review into Your Staff Meeting

A great way to reinforce behavior backed by your organization’s core values is to integrate one value into each of your weekly staff meetings. In our own weekly staff meeting, we highlight a core value of the week and how that value impacted the team’s work in the previous week. In a week that is heavily focused on detail-oriented teamwork, we might highlight our value of “All In – In Everything We Do” to remind our team that those details matter.

Create a Dedicated Chat/Teams/Slack Channel

Create a dedicated channel in your preferred chat application to highlight team member behaviors that align with your core values. Think of this channel as a place to give “wins and kudos” for individual and group behavior that exemplifies your values. We like this tactic because it creates an instant line of positive feedback and helps keep your core values front-and-center within your organization.

Highlight Customer Feedback & Success

Highlighting customer feedback and success stories that were driven by behaviors outlined in your core values is a great way to reinforce their impact. Positive customer feedback and testimonials are high-value rewards in any organization. Tie those recognitions to core values that contributed to them. This will leave a lasting impact on your team.

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Every business starts with an idea or an inspiration for a new venture. Initially, it might just be in your head or a conversation that you had with a potential business partner. Before you think about starting a new company, you need to develop a business plan.

Creating a Business Plan

Think of a business plan as a roadmap for your company. With a plan in place, it will be easier for you to take your business where you want it to go.

Whether you have been in business for years or are just getting started, creating or updating a business plan is an essential activity for long-term success. An effective business plan helps guide you through every stage of your business, from starting up to managing and growing.

You should organize your business plan into several key sections:

Executive summary What is your business concept? The executive summary should describe what product or service your business will provide the industry it serves and how your team is organized (if you have partners or employees).

Before writing your executive summary, you may need to research your industry and competition. Understanding the market, what your customers want and need, how they decide what to buy and what competitors currently offer can help you write your executive summary.

The executive summary should identify your audience, your ideal customer and the future outlook of your industry. You could also outline your company’s specific goals for the coming year, as well as the next three years and five years.

Business opportunity Having a passion for starting a new business is not reason enough to launch a new company. Ask yourself what problem you are solving with your company’s product, service or store.

First, define the customers you want to reach . These are the people who want and can afford your product or service. Start by making a list of the customers who already like and purchase your offerings or are interested in your idea. What do they have in common? Perhaps it’s their income, gender, age, location or another factor.

Next, analyze other businesses offering a similar product to the same target audience. You can do this by visiting stores or vendors in person or doing an online search. Take note of the aspects of their business (marketing, product placement, product offerings, etc.) that contribute to their success. How can you replicate some of those factors? Then think about what special factors or products you can offer. This information can help you see whether there is an opportunity for your product.

Identifying your business opportunity can help you plan for your business’s future and show lenders or investors why your company will be a success. If you plan to use your business to raise money, make sure to include detailed bios of your management team. Show how their experience and skills can help make the business a success.

Objectives and strategies What is your plan for making money and how much do you want to make within the first month or year of business? Outline this goal, your plan for meeting it and how you’ll measure your progress.

Financial projections Another component of a business plan is a breakdown of your company’s financial information. You should include details about where your funding will come from, how you’ll cover expenses, and when you expect the business to start making a profit.

If you are not an expert when it comes to business finance and you can afford the expense, you could hire a qualified financial consultant to ensure your business plan is realistic. If that isn’t an option due to cost, consider asking friends, colleagues and other successful business owners what they think of your plan.

The financial projections section of your business plan can be especially important if you want to borrow money from other people or lenders. You’ll want to give them a clear understanding of the costs, plan for growth and potential for profit associated with your business. Investors and lenders will also want to know how and when you’re going to be able to pay them back.

Need help getting started with your financial statements? Learn how to create a business plan with this template .

Vision, mission and values Your business plan should include your vision, mission and values statements. These important elements will help you describe the personality and goals of your business to investors or lenders, potential partners and employees. These statements usually stay the same over the life of your business. They can help guide decisions and shape your business as it grows.

Your vision statement should describe what you want to achieve and what you want to offer your customers. It should be brief, easy to remember, inspirational, based on your values and focused on the future. It can also help attract and motivate future employees. As an example, Visa’s vision is: To be the best way to pay and be paid for everyone, everywhere.

After defining your vision, create a mission statement that defines how your company will accomplish its vision. The mission statement explains what your business offers, how it does this and who it helps. It captures the overall value of your product or service. If your business follows its mission, it will achieve its vision.

As you write your mission statement, remember to make it clear, short and specific. You want your customers to understand your purpose and how you provide them value. As an example, Visa’s mission statement is: To connect the world through the most innovative, reliable and secure payment network — enabling individuals, businesses and economies to thrive.

You also want to define your company values, key characteristics that describe your business. Your values outline how you want your company to be seen, how you want your employees to feel and be treated, and how you hope to affect your community. Your own personal values may help drive your company’s values. Some values to use as inspiration are: honesty, efficiency, reliability, commitment, sustainability, ethics, doing good, building community, open-mindedness and creativity.

Once you have drafted your plan, consider finding a mentor to review it with you and identify any potential business challenges. Mentors who have expertise in your industry can provide valuable feedback. Additionally, qualified financial advisors can provide help when analyzing your revenue potential.

Disclaimer: No Legal Advice Intended This site provides general information related to creating and running a business. The content of this site is for informational purposes only and not for the purpose of providing legal or tax advice or opinions. The contents of this site, and the viewing of the information on this site, should not be construed as, and should not be relied upon for, legal, financial or tax advice in any particular circumstance or fact situation. No action should be taken in reliance on the information contained on this site, and Visa Inc. disclaims all liability in respect to actions taken or not taken based on any or all of the contents of this site to the fullest extent permitted by law. You should contact an attorney to obtain advice with respect to any particular legal or tax issue or problem, including those relating to your current or potential business. The contents of this site have been developed for a U.S. audience.

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56 Core Values Examples to Guide Your Organization

business plan values example

Core values are the principles and priorities that guide an organization’s actions. They represent the foundational commitments and deeply held beliefs that allow a company to navigate complex situations while keeping their identity and culture at the forefront.

If your organization doesn’t yet have a list of core values, now is the perfect time to make them.

Top Core Values Examples

To help you get started on creating your own core values list, we figure inspiration would be more useful to read than instructions. So we rounded up core values examples used by 55 different successful companies.

Company Core Value Examples

business plan values example


BigCommerce Core Values :

Customers First Our company exists to help merchants sell more. We make every decision and measure every outcome based on how well it serves our customers.

Team on a Mission BigCommerce is made up of amazing individuals, but it’s only through teamwork that we achieve greatness. We’re committed to helping our customers by working together with equal parts humility and ambition.

Think Big Being the world's leading commerce platform requires unrivaled vision, innovation and execution. We never settle. We challenge our ideas of what’s possible in order to better meet the needs of our customers.

Act With Integrity We’re honest, transparent and committed to doing what’s best for our customers and our company. We openly collaborate in pursuit of the truth. We have no tolerance for politics, hidden agendas or passive-aggressive behavior.

Make a Difference Every Day We constantly push ourselves to be our best, we focus on solutions, and we arrive every day inspired to make an impact through our talents, passion and hard work.

business plan values example

Restaurant Brands International

Restaurant Brands International Core Values :

Dream Big Life is too short for small dreams

Ownership You value things more when you own them

Meritocracy Your growth is based entirely on what you do and how you do it

Diversity A wide range of voices and perspectives make us stronger

Creativity & Innovation Find ways to do things differently to make them better

Authenticity Be a hard-working, good person

business plan values example

Toptal Core Values :

Driven You are driven to achieve extraordinary outcomes. You push yourself and those around you to be their best and accountable. You drive your teams to push beyond what they believe is possible. You are relentlessly resourceful and take ownership of any problem you see.

Skilled You are extremely skilled in your area of expertise, and you constantly strive to uplevel yourself. You coach individuals who are not as skilled as you, and you push them to be better. You apply your skills whenever and wherever needed.

Unifying You excel at synthesizing discussions and ideas between many individuals. You have an ability to take ideas from those individuals and integrate them into a simple, brilliant outcome.

Ambitious You set your sights on extraordinary outcomes. You do not let yourself or your team set modest goals and casually meet them. You push innovation, you push estimates, and you push expectations.

Inspiring You care deeply about what you do and your dedication is noteworthy. You inspire people through stories and your own energy. You know how to show your team members the impact of their work and get them excited about the future.

Challenging You never accept what someone says as truth if you disagree with it—no matter what authority that person has in the company—and you always challenge people directly, not through backchannels. You question and challenge ideas, from policy to product decisions, and you always seek to understand the why behind everything.

Revealing You bring problems to the forefront. You call the attention of the executive team and the company as a whole as you proactively flag problems across product, engineering, sales, and every other part of the organization.

Understanding When a problem comes to your attention, you must listen and understand it. This doesn’t mean that we must satisfy all perspectives—we’re a meritocracy, not a democracy—but you must listen and understand issues before reacting.

Knowledgeable You understand the goals and objectives that exist within your team and can articulate them in a single sentence. You constantly share those goals and principles with your team to ensure everyone has perfect understanding and alignment.

Helpful You’re always available to help and coach others—whether it’s with a technical challenge, an interpersonal issue, or any other kind of roadblock.

business plan values example

Tapestry Core Values :

Dedicated to the Dream Built by go-getters who saw unseen needs and took daring leaps, we channel that same passion today, doing what it takes to make the dream happen and refusing to settle for anything less.

Hold to High Standards From how we source, to how we sew, to how we sell, we insist on the highest integrity at each step, doing things right, no matter what; because when it’s hard is when it matters most.

Embrace Difference by Design The kind of ingenuity that turns heads, that turns objects into icons, comes only from the places few have looked before — so diverse perspectives are the greatest assets we have.

Break Through With Magic and Logic Art and science. Design and data. Delight and discipline. For us, in the balance of these forces is where breakthroughs lie, and where our name was built.

Stand Taller Together At Tapestry, we create the roof under which our people can share knowledge and learning with each other, and we set the foundation that frees our brands to shine on their own.

business plan values example

Magna International

Magna International Core Values :

Think big Empowering each to act with confidence.

Take responsibility Taking accountability for ourselves and others in our actions and commitments.

Never settle Constantly innovating, improving and asking the right questions.

Be collaborative We do our best when we do it together, with respect and humility.

business plan values example

The HEICO Companies, LLC

The Heico Companies Core Values :

Integrity We believe that a handshake still means something — we take pride in doing what we say we are going to do.

Hard Work At The Heico Companies, meeting today’s challenges means commitment, hard work, and the desire to exceed expectations.

Safety Ensuring the safety and well-being of our employees is our most important responsibility.

business plan values example

Two Barrels LLC

Two Barrel’s Core Values :

Check in with each other Checking in has become all the more important with remote work—we keep logged into chat during the workday and are happy to hop into a video call for some quick face time. We prefer bite-sized interactions that move the ball forward instead of hurting our heads with 3-hour meetings or epic emails. We talk to the people we work with and get stuff figured out in real time.

Test new ideas There’s a reason we call our employees “creatives.” Every project introduces new obstacles and calls for new solutions. Systems, software, design, development, writing, marketing—at their core, all of our jobs require us to do the same things. We try out strategies and solutions. We compare new results to old results. We tinker and test. We experiment in order to make the strongest security solution, the most user-friendly interface, the most striking design, the most compelling content, or the highest-ranking page.

Take responsibility So that new idea didn’t pan out so well? Maybe the new landing page design was a bust? It’s important to let go of bad ideas and fix our mistakes. It’s also essential to make sure the right people know what happened. Every part of a project affects many other parts. We wouldn’t want the marketing team to launch a campaign using a page design that tested poorly. How we handle our misses and mistakes contributes to our entire team’s success.

Make beautiful things We care about what we create. Our work matters, and we take pride in it. We excitedly show our team members the cool things we just made. At 2B, it’s not just about getting the job done. We want to craft the best solution or product every time.

Teach and learn No one here at 2B has exactly the same knowledge base. New writers might not know much about SEO. New coders may not have a lot of experience with PHP. Sometimes no one knows how to do something. Sometimes we’re not even sure if something is technically possible. So we research. We study. We talk. And we develop skills we never even dreamed of.

business plan values example


Restaurant365 Core Values :

Love Good Food

Share Positive Vibes

Solve Problems, Together

Relentlessly Seek Greatness

business plan values example

Monigle Core Values :

We’re iconoclasts and innovators. Collaborators and can-doers. Listeners and big-question-askers. We enjoy an exceptional opportunity: to contribute, to grow, to make an impact. We use our imagination to dream up unexpected ideas, and our experience to make them a reality.

We’re more than a company—we’re a community. A case of the Mondays looks different at Monigle. Imagine returning to work from the weekend happy to see your colleagues, and excited to dig back into your latest project. That’s what we get to experience on a weekly basis: We believe in our work and genuinely like each other.

We play as hard as we work. When you spend as much time at work as you do at home, a sense of belonging is essential. We work to make our home-away-from-home better for everyone. From our Inclusion & Diversity Council championing initiatives to plenty of activities like cycling club, volunteer opportunities and happy hours…the list goes on. And we know that life isn’t all about work: disconnecting from the office is just as important.

business plan values example

DailyPay, Inc.

DailyPay Core Values :

Do Your Research We believe that knowledge is power and challenge ourselves to be lifelong learners.

Start Simple Don’t worry about having all the answers, just get started.

See the Circle We acknowledge that each of us plays an integral role in the company’s success.

Pull the Wagon Each of us is willing and ready to do whatever it takes to move the company forward.

Move the Line We challenge ourselves and push our own boundaries daily.

We Win With Diversity We value each of our unique experiences and how they shape us. We learn from all to build for all.

Act Like an Owner Move forward with purpose and invent the future.

business plan values example

Airbnb Core Values :

Champion the Mission We’re united with our community to create a world where anyone can belong anywhere.

Be a Host We’re caring, open, and encouraging to everyone we work with.

Embrace the Adventure We’re driven by curiosity, optimism, and the belief that every person can grow.

Be a Cereal Entrepreneur We’re determined and creative in transforming our bold ambitions into reality.

25 experts share advice on how to create core values that will inspire your workforce.

business plan values example

Canva Core Values :

Make complex things simple Always aiming for the most simple, pragmatic and effective solution to any problem. Think of the user.

Set crazy big goals and make them happen Set ambitious goals, prioritize, hustle to execute and celebrate success!

Be a force for good Making the world a better place through positive actions, inclusion and diversity.

Empower others Empowering others to achieve their goals, both globally and within Canva.

business plan values example

Salesforce Core Values :

Trust We act as trusted advisors. We earn the trust of our customers, employees, and extended family through transparency, security, compliance, privacy, and performance. And we deliver the industry’s most trusted infrastructure.

Customer Success When our customers succeed, we succeed. So we champion them to achieve extraordinary things. We innovate and expand our business offerings to provide all our stakeholders with new avenues to achieve ever greater success.

Innovation We innovate together. Our customers’ input helps us develop products that best serve their business needs. Providing continual technology releases and new initiatives gives our customers a competitive advantage.

Equality Everyone deserves equal opportunities. We believe everyone should be seen, heard, valued, and empowered to succeed. Hearing diverse perspectives fuels innovation, deepens connections between people, and makes us a better company.

Sustainability We lead boldly to address the climate emergency. We are committed to bringing the full power of Salesforce to accelerate the world’s journey to net zero.

business plan values example

Microsoft Core Values :

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.

business plan values example

Walmart Global Tech

Walmart Core Values :

Service to the Customer • Customer first: Listen to, anticipate and serve customer wants and needs. • Frontline focused: Support and empower associates to serve customers every day. • Innovative and agile: Be creative, take smart risks and move with speed.

Respect for the Individual • Listen: Be visible and available, collaborate with others and be open to feedback. • Lead by example: Be humble, teach and trust others to do their jobs, give honest and direct feedback. • Inclusive: Seek and embrace differences in people, ideas and experiences.

Strive for Excellence • High performance: Set and achieve aggressive goals. • Accountable: Take ownership, celebrate successes and be responsible for results. • Strategic: Make clear choices, anticipate changing conditions and plan for the future.

Act with Integrity • Honest: Tell the truth, keep your promises and be trustworthy. • Fair: Do right by others, be open and transparent. • Courageous: Speak up, ask for help, make tough calls and say no when appropriate.

business plan values example

Affinitiv Core Values :

Passion Passion generates excitement for what we do and how we do it. With Passion at the heart of everything we do, we nurture ideas, inspire excellence, and find creative ways to eliminate obstacles for cultivating growth.

Integrity Integrity creates trust. As an organization, collectively, it’s our most valuable asset. Individually, it’s the constant choice to infuse every action with honesty, fairness, and respect for clients and colleagues alike.

Unity Unity celebrates diversity. Synergizing the collective experiences, varied skills, and unique talents of every team member builds unstoppable momentum and drives unimaginable achievements.

Innovation Innovation motivates action: to take risks, encourage curiosity and new ideas, learn from mistakes, and constantly strive to exceed expectations. Through innovation, we generate solutions for our customers and raise the bar — both within our workplace and throughout our industry.

Impact Impact demonstrates the immeasurable power of our shared values and collective effort to effect positive, ground-breaking change and deliver excellence for our customers, colleagues, and communities.

business plan values example

 Snapsheet Core Values :

Be the next We strive to set the highest standard of quality in everything we do. We always want to drive towards the next great thing by constantly challenging ourselves to improve and break new ground.

Remember the feeling Our world can be frustrating, confusing, and even challenging at times. We have all been there, so we show empathy and act with humility. We’re all human and we respect our customers, partners, and coworkers.

Action is our first instinct Our passion for our core purpose gives us the courage to reach beyond our comfort zone to try innovative and unconventional ideas. We view honest failure as a learning opportunity for the future.

Do the right thing Integrity is the foundation for everything we do. We are admired and respected for our commitment to honesty, trust, and transparency. We do the right thing — even when no one is watching.

Stronger united We’ve created a positive and inclusive culture that fosters open, honest, and meaningful relationships. We celebrate and embrace our diversity, finding ways for everyone to belong. We invest in each other and we win and learn as a team.

Recommended Reading 20 Mission Statement Examples That Define Companies and Inspire Customers

business plan values example

HUMAN Core Values :

Be a Hacker All our Humans are hackers in their own right. So innovate without regard for convention then share what you learn.

Create Tau Empower others by being a bridge-builder and toolmaker. That’s what makes us good at what we do.

Practice Humility We put humans first, not HUMAN first. Stay humble and focus on the mission. The work is never truly done.

“Pwn” It As a marker of hacker culture, we encourage Humans to demand excellence of themselves.

Be Good When you can, tip the balance of the world in favor of good. Use your skills and privilege responsibly.

Be an Exceptional Teammate Bring Humanity to every meeting. Support your fellow Humans when they need it. Compassion has a home in the workplace and it’s on each of us to bring it. Collaborate whenever possible and take accountability when things don’t turn out as planned. It’s ok, it’s part of being human.

business plan values example

Adage Technologies

Adage Technologies Core Values :

Be an ambassador We are proud to be problem solvers. We like the people we work with — coworkers, managers, clients — and genuinely enjoy helping one another succeed.

Adapt and evolve The people that work here are smart, and smart people know you can always get better. Mistakes are even ok as long as you learn something from them. We believe your time at Adage should make you better.

Enjoy the journey We make sure our team feels appreciated and valued. Launch Lunches and quarterly show-and-tells are some of the ways we celebrate our people. We take the time to stop and acknowledge where we came from so that we don’t miss how impressive the climb is.

Do the right thing What do you do when no one else is looking? Our teams act with integrity and honesty, and focus on putting ourselves in the shoes of others.

Get it done Clients trust us to build things that work and we take that seriously. Our team will overcome obstacles, find solutions and deliver exceptional results.

business plan values example

ClickUp Core Values :

Deliver the best customer experience, period.

Grow 1% every day.

Work hard and be an owner.

Normal f*cking sucks.

Pay it forward with random acts of kindness.

Have fun, find joy, be you.

Be transparent and direct, with optimism.

business plan values example

Accenture Core Values :

Client value creation Enabling clients to become high-performance businesses and creating long-term relationships by being responsive and relevant and by consistently delivering value.

One global network Leveraging the power of global insight, relationships, collaboration and learning to deliver exceptional service to clients wherever they do business.

Respect for the individual Valuing diversity and unique contributions, fostering a trusting, open and inclusive environment and treating each person in a manner that reflects Accenture's values.

Best people Attracting, developing and retaining the best talent for our business, challenging our people, demonstrating a “can-do” attitude and fostering a collaborative and supportive environment.

Integrity Being ethically unyielding and honest and inspiring trust by saying what we mean, matching our behaviors to our words and taking responsibility for our actions.

Stewardship Fulfilling our obligation of building a better, stronger and more durable company for future generations, protecting the Accenture brand, meeting our commitment to stakeholders, acting with an owner mentality, developing our people and helping improve communities and the global environment.

business plan values example

CampMinder Core Values :

Put Team First With empathy and humility, we seek win-for-all solutions.

Own It We drive for results with passion, grit and determination. When faced with a challenge, we persevere.

Be Admirable Honoring our word and choosing candor, respect, and kindness.

Wonder Seeking to understand with curiosity and vulnerability.

Find a Better Way A culture of innovation and continuous improvement. Constantly seeking personal and professional growth.

Give Joy Laugh. Be grateful, positive and hospitable. Make people feel good.

business plan values example

CB Insights

CB Insights Core Values :

Hard Work Hard work is about figuring it out and getting it done. You know it’s not just about doing more for the sake of doing more, but rather, intentionally tackling the hard things because they are the RIGHT things.

High Standards High standards are about not settling. It bothers you when you know something can be better, so you jump in, and take it on. You study every detail but prioritize the essentials – the real needle-movers. You see it as an imperative, and when it’s a success? You share it. Misstep? You own it.

Hunger Hunger is about never giving up. You find making progress toward goals life-sustaining, and overcoming obstacles the source of real happiness. You take calculated risks, you play to win and you never get beat at the hustle.

Helpfulness Helpfulness is about being a reliable and agile colleague. You speak honestly, clearly, and put yourself out there for your team members to learn from, and lean on. You take on any project, glamorous or not, and if it should take a sudden turn, you’re there to adjust the sails to the changing winds.

Humility Humility is about being generous and curious. Do you feel silly taking a bow? Good. So do we. Not afraid of a new method? Sweet. We’re genuinely curious about what our team members think, and no task is too small either (because really, who are we!?)

Related Reading How to Describe Company Culture: 39 Examples of Culture Statements

business plan values example

Ellevation Education

Ellevation Education Core Values :

Impact We live our mission. There is no more important work than helping students achieve their highest aspirations. Our passion drives us to work with great urgency and aspire for excellence in all we do.

Continuous Learning We create a culture that promotes curiosity and experimentation. We are passionate about learning, improving, and innovating. We are not afraid to make mistakes and share them with others. We learn from both challenges and successes.

Inclusion We champion diversity. We’re passionate about creating an inclusive workplace that promotes and values a range of ideas and opinions. We embrace all types of differences in the development of our organization.

Long-term Vision We are all responsible for Ellevation’s success. We believe that each member of our team is accountable for making decisions, solving problems, and taking actions that contribute to long-term impact and financial success.

Partnership We strive to understand and grow with our partners. We are more than a vendor, we are a partner to school districts and educators. We’re relentlessly curious about our partners’ strengths and needs. We integrate what we learn into our solutions, and we empower our partners to solve challenges and implement effective practices.

People We rely on, support, and challenge each other. We collaborate, support each others’ learning, and have fun. We work hard to attract and retain high-performing and aligned colleagues, build a world-class culture, and make Ellevation a place to grow and thrive.

business plan values example

Enova Core Values :

Customer First We listen to our customers’ needs and create products that solve real problems. We deliver beyond expectations, treating our customers the way we want to be treated.

Best Answer Wins We believe innovative ideas and solutions can come from anywhere. That’s why we make sure the best answer wins — no matter who it’s coming from.

Operate as an Owner The entrepreneurial spirit runs strong at Enova. We encourage team members to think big and move fast and use resources like they’re their own.

Accountable for Results We’re a data-driven company, and we use that data to add value and create results. We set our expectations high and do what we say we are going to do.

Top Talent and Teamwork Enova is a place for the best and brightest, from all walks of life and parts of the world. We work in small, focused teams that encourage diversity of thought.

business plan values example

ezCater Core Values :

Lead We’re autonomous. Everyone is empowered to own their work and we minimize unnecessary steps.

Grow We hire awesome people. You can move sideways, you can move up, and there are always new opportunities to learn.

Play We never turn down a reason to celebrate. We get a lot done and have fun along the way.

Solve a Problem Food tech is booming, and no other service comes close to having our national footprint. We’re revolutionizing corporate catering and solving the problem at a larger scale than ever before.

Work-Life Balance We work hard wherever and whenever inspiration strikes — but we don’t let work take over our lives. We make life better and easier for our customers and we never miss a soccer game or dentist appointment.

100% Transparency We don’t like silos … or doors for that matter. Everyone has access to company information and is urged to view “the books” on a daily basis.

The Best Team, Ever Work and learn from world-class peers who are passionate about growing a business and building a fantastic place to work — we’re serious about our no jerk policy.

business plan values example

F5 Core Values :

We are owners We take initiative to make our company better, speaking up when warranted, and acting as problem-solvers.

We obsess over customer needs We work to understand, analyze, and learn from our customers so that we can continue to build solutions they love.

We make F5 more agile We continuously deliver incremental value, while striving to learn and improve, treating failures as learning opportunities.

We create a more diverse and inclusive F5 We listen to each other, withhold judgment, and embrace differences with humility and respect.

We create clarity and alignment We unite F5ers around shared goals that will delight our customers.

We help each other thrive We create a supportive environment where we can show up as human beings with aspirations, vulnerabilities, and demands beyond F5.

We find and shape brilliance We fight like crazy to recruit and retain top talent, and we empower them to do great things.

We boldly raise the bar We reject the status quo and continuously pursue higher levels of performance.

business plan values example

GoHealth Core Values :

Put customers first and value their business.

Be the best at what we do.

Innovate by taking intelligent risks.

Provide an open, honest and constructive workplace.

Promote a fun work environment.

Achieve sustainable long-term growth and profitability.

Think like an underdog and remain humble.

business plan values example

Headspace Inc.

Headspace Core Values :

Selfless drive We accelerate each other and are accountable to each other to deliver on our vision.

Courageous heart We bravely go to new places knowing we have the support of our team.

Curious mind We learn that when we listen to others, we cultivate the curiosity and empathy to unlock innovation.

business plan values example

Namely Core Values :

Engage Come to work with an open and optimistic mind.

Own Be personally accountable.

Drive Act with a sense of urgency.

Give Give to each other and the community.

business plan values example

Flexcar Core Values :

Customer Obsession Flexsters are obsessed with doing what is right for the customer. They always start with the customer and work backwards. Flexsters work tirelessly to earn and maintain customer trust and ensure the customer’s voice is present in every discussion and decision.

Debate Openly, Commit Fully Flexsters have conviction. They passionately and respectfully challenge decisions even when doing so is difficult. Once a decision is made Flexsters commit as a united force.

Deliver Results Results and speed matter. Flexsters move the needle by focusing on the controllable inputs, rather than outputs. They drive results every day.

Dive Deep Flexsters stay connected to the details, audit frequently, and dive deep to understand the business at all levels.

Grit and Focus Flexsters work hard. They exhibit strength of character, tenacity, and resolve to achieve their goals. When Flexsters struggle, and fail, they are resilient and try again. They achieve success by identifying and prioritizing the key levers for their business and delivering results with the right quality. Flexsters are not distracted by the extraneous.

Ownership Flexsters have an owner’s mindset and make decisions as if it was their own personal business. They never say, “That’s not my job,” but rather drive outcomes from start to finish. They act on behalf of the entire company and think beyond just their teams, solving problems so they stay fixed rather than passing them down the line.

Raise the Bar Flexsters never settle. They continually raise standards and drive themselves and their teams to deliver high quality products, services, and processes. Flexsters take coaching and developing others seriously to uphold those standards.

Think Bold, Think Big, Think Broad Flexsters think beyond what is and envision what could be even if others don’t see it.  They then communicate this bold direction to inspire results. Flexsters understand which decisions are reversible and take bold, calculated risks in the right situations in order to achieve big outcomes.

business plan values example

Eventus Solutions Group

Eventus Solutions Group Core Values :


Client Focus


business plan values example

Nintex Core Values :

Deliver on our commitments We focus on a few key priorities and ensure we deliver with quality on time — every time.

Don’t wait If we see an issue, we fix it. If we see an opportunity to accelerate our success, we take it.

Operate with respect and consideration We act fast to deliver positive results — without sacrificing quality or integrity.

business plan values example

PEAK6 Core Values :

Act Boldly With Courage We challenge the status quo, lead by example and trust that others will follow.

Be Financially Responsible We are financially responsible for everything we do. From our acquisitions and business deals to our employees and our every day.

Be Data-Driven We use data to find new opportunities and take calculated risks.

Operate Ethically With Integrity We always conduct ourselves ethically and with integrity.

Be Collaborative Collaboration takes us places we might not have been able to go alone.

Approach Every Day With Curiosity We are curious without apology. If we’re not asking the questions, we’ll never get the answers.

business plan values example

Pitchbook Core Values :

Customers are King We only succeed when our clients do — and that drives us. We seek to understand our client’s needs, both internally and externally.

Excellence Is a State of Mind We hold high standards. We set and conquer aggressive goals — executing on details.

Embrace and Drive Change We challenge the status quo and embrace the better way.

Focus on Focus We never lose sight of what's important. We focus on the actions that create success.

Make It Fun We positively impact our coworkers and clients. We work hard and make it fun too.

business plan values example

Vertafore Core Values :

Bias to Action We’re united by an innate drive to take action and make a difference in the technology and insurance spaces.

Win Together We work together as one team, showing empathy and respect to each other along the way.

Show Up Curious We work to challenge one another to push boundaries, think beyond the box, and excel as an organization.

Say It, Do It We honor every one of our commitments because integrity is important to us. We prove our words by our actions.

Customer Success Is Our Success We cultivate authentic relationships and follow up by actively listening to customer needs.

We Love Insurance We appreciate the impact insurance has on the world and are a partner in our mission to improve it.

business plan values example

Envoy Global, Inc.

Envoy Global Core Values :

We believe employees are happier, companies are more successful and our world is a stronger place when people are able to work and live anywhere an opportunity presents itself. We built our company on a simple idea: Never, ever forget that there are people behind every application and case file. We truly care about these people — their hopes, their dreams, their fears — and helping them realize what’s possible.

We take that job really seriously.

business plan values example

Relativity Core Values :

Be an excellent communicator. We value clear and concise communication, great listening skills, and honesty. We want you to say what you believe and ask and answer questions directly.

Exceed the expectations of our customers and our colleagues. Outstanding customer support is the cornerstone of our business. We’re meticulous with our customers and each other, no matter how small the task.

Hold yourself and your colleagues accountable. We’re dependable, but also empathetic. We all make mistakes. Let’s own them, together.

Be humble and stay hungry. We value confidence, not arrogance. See an opportunity to grow your career? We’ll help you go for it.

Do more with less. We’re efficient with both time and resources. Productive meetings and constant process improvement help ensure we’re doing our best.

Enjoy and be great at your job. We take pride in doing great work, because we love it. But, we try not to take ourselves too seriously. Life’s too short for that.

Embrace the talents of your colleagues and our customers. At Relativity, we want you to be you. We know that our differences are our greatest strength, and everyone should feel empowered to share their unique perspective from day one. That’s how great ideas — and happy teams — thrive.

business plan values example


Contentsquare Core Values :

Uniqueness No matter our backgrounds, interests or appearance, our unique perspectives come together to inspire a culture where decisions are made based upon ideas, not org charts.

Creativity We believe that innovation comes from everyone and everywhere, so each team member is encouraged to share new ideas, whether it’s a daily meeting or a global hackathon.

Ambition We’re proud of what we’ve accomplished so far, but we’ll never stop pushing the limits of what is possible. We’re always looking toward the future and how we can think bigger and make things better.

Team spirit Our mission to make the digital world more human unites us. We work with passion, celebrate our successes and conquer our challenges together.

Enthusiasm From celebrations and company-wide team activities, to employee-led culture crews, we embrace a shared sense of purpose and adventure.

business plan values example

Semrush Core Values :

Sense of Ownership We all share the desire to set things into motion. Drive the projects you find meaning in, because it’s not worth wasting time on something you don’t believe in.

Constant Changes We are always looking to make things better. Change is exhilarating, it doesn’t have to be scary.

Trust It’s what you have here by default. Speak up and be your true self.

business plan values example

Sisense Core Values :

Authentic It is our responsibility to create an environment where people of all backgrounds are comfortable being their true self at work. At Sisense, we encourage you to be YOU.

Caring Our country — and the world — is seeing first hand how the lives of underrepresented groups have been impacted by past and current systemic injustices. We strive to understand different perspectives and show compassion to one another.

Inclusive We are all Sisensers. To that end, we will always do our best to make sure people from all backgrounds feel like they belong here.

Customer Obsessed We value creating a space for open communication, transparency and feedback above all else. We will always go above and beyond to make our customers successful and empower them to be data driven.

Challenger Innovation is a way of life for us. We are constantly questioning the status quo to seek out improvements and move forward together.

Recommended Reading 7 Leadership Lessons From Netflix CEO Reed Hastings

business plan values example

System1 Core Values :

System1 supports you Whether this means providing a challenging job as part of your long-term career with us, maintaining work/life balance, or continuing your education, we want to support you and make you better.

Everyone is on the same team Our co-workers are our teammates. This means respecting your teammates as much as it does enjoying working with them. We may disagree, but we do it openly and respectfully. When we win, we win together.

Be yourself We believe that different backgrounds, experiences and points of view make us stronger and more innovative. We champion an environment where everyone is genuinely seen, heard and respected. 

Own it We don’t provide boxes for you to think in, and we encourage individual responsibility. We never blame someone else, and there is always a way to get it done. We want creative innovators who are driven to get results.

Make an impact Being of service to others is in our DNA. We contribute our expertise, time and money to causes we care about in the communities in which we live and work. Giving back makes us and the world better.

1% better every day We strive to always improve every single day — our technology, our business, our community, ourselves.

business plan values example

Teachable Core Values :

Take Action We take action, valuing progress not perfection.

Learn Together We learn together, staying humble and curious.

Build a Foundation of Trust We build a foundation of trust through commitment and transparency.

Own Progress and Outcomes We own our progress, finding solutions for our teams and our creators.

Focus on Customers We win when our customers win. Success is mutual.

business plan values example

Amperity Core Values :

Play for each other Above all, we’re a team. That means we show up for each other, communicate with empathy, and bring our authentic selves to work each day. We’re playing the game of growing a company together, and we win or lose as a team.

Make something better today Our ambitions are limitless, but time is finite. Sometimes we just need to act fast, patch the leak, and keep moving. An entire community of Ampers making tiny improvements each day creates massive change over time.

Build for durability We build toward stronger solutions by relentlessly focusing on our customers’ success, building systems that multiply efficiency, and planning for long-term scale.

business plan values example

Tinder Core Values :

We prioritize member safety. At Tinder, our top priority is to build an authentic, equitable, and respectful community.

We strive to build a workplace that reflects the rich diversity of our members. The best thing about Tinder is that it caters to lots of different people and many different types of interactions. As a company, we value our individual differences and know that they strengthen the collective. We deliberately build teams with diverse experiences and backgrounds to deliver simple, fun, and useful features for every Tinder member .

We encourage authenticity to nurture a trustworthy, collaborative environment. We’re honest and open in all that we do. Our humanity inspires us to be real with one another and to stay true to who we are, so we can feel confident interacting and collaborating with others.

We never stand still. We’re inspired to build for what’s next. We must constantly innovate, experiment, and learn. We strive to set a higher standard for our products, our teams, and ourselves. We eagerly seek, accept, and give feedback with candor and kindness so we can continue to grow personally and professionally.

We champion and rally behind big ideas. We empower people to think and act differently, and to be unafraid to have a strong point of view. We’re willing to risk being wrong so that we can figure out what’s right. If we aren’t creating things that make us a little bit uncomfortable, then we likely won’t make a dent in the universe.

business plan values example

Pardon Inc.

Pardon Inc.’s Core Values :

We champion the vitality of American enterprise. Our desire to continually build new things reflects our belief that the freedom to innovate, create, and celebrate advancements propels our country. All things are possible so long as we never stop building and improving.

We celebrate the pioneers. That’s why we do more than root for passionate entrepreneurs; we find them, fund them, and build with them. Every Pardon venture was born from this same entrepreneurial vigor and our own artistic sensibility.

Whether launching a new digital media brand or designing a space for deep collaboration and creation, our team approaches each venture and partnership with the same unwavering excitement over the possible path ahead.

business plan values example

Boundless Immigration

Boundless Immigration Core Values :

Think Without Bounds To make a meaningful difference in the lives of immigrants, we must continuously try new things. We are not constrained by convention.

Understand the Why We ask thoughtful questions and respectfully challenge ideas. This spirit of inquiry drives us to reflect, improve, and expand our thinking.

Focus on Impact We prioritize what will have the greatest impact and say no to everything else. We focus on outcomes over output.

Strive to Simplify Immigration is complex; the way we work isn’t. We address hard problems by starting with the simplest solution.

Own it We all take ownership and are accountable for the work we do. Boundless’ success belongs to everyone.

Adapt and Evolve Our industry and business never stays the same; neither can we. We learn, refine, and prepare for change as flexibility is our competitive advantage.

business plan values example

Morgan Stanley

Morgan Stanley Core Values :

Do the Right Thing • Act with integrity. • Think like an owner to create long-term shareholder value. • Value and reward honesty and character.

Put Clients First • Keep the client's interests first. • Work with colleagues to deliver the best of the Firm to every client. • Listen to what the client is saying and needs.

Lead With Exceptional Ideas • Win by breaking new ground. • Leverage different perspectives to gain new insight. • Drive innovation. • Be vigilant about what we can do better.

Commit to Diversity and Inclusion • Value individual and cultural differences as a defining strength. • Champion an environment where all employees feel a sense of belonging—are heard, seen and respected. • Expect everyone to challenge behavior counter to our culture of inclusion. • Attract, develop and retain talent reflecting the full diversity of society.

Give Back • Serve our communities generously with our expertise, time and money. • Build a better firm for the future by contributing to our culture. • Develop our talent through mentoring and sponsorship.

business plan values example

Bonterra Core Values :

Elevate doers of good Fuel growth. Power with partnership. Do the best work of our lives.

Innovate courageously Be curious. Deeply understand our clients. Have each other's backs.

Cultivate inclusivity Open doors. Create space. Center diversity, equity, inclusion, and belonging.

Appreciate the journey Celebrate progress. Bring everyone along. Enjoy the ride.

business plan values example

Xero Core Values :

Human Xeros are authentic, inclusive and really care. We’re kind and assume the best intent. We’re inclusive, approachable and show empathy. We’re willing to be vulnerable, sharing our fears, failures and learnings.

Ownership Xeros deliver on commitments. We do what we say we’ll do. We own our mistakes and take positive action. We move fast to get the right things done.

Challenge Xeros are curious. We think and dream big. We welcome challenging conversations and do it with respect. We lead and embrace change, seeking new and better ways.

Beautiful Xeros create experiences people love, and that inspire and delight. We do high-quality work and go the extra mile.

Team Xeros are great team players. We champion Xero’s purpose and priorities. We work together to do what’s best for Xero and our customers. We appreciate and celebrate each other and our successes.

business plan values example

SeatGeek Core Values :

Interfaces matter Everything has an interface. Apps. APIs. Teams. People. We take atypical care in defining and crafting interactions.

Consumer advocate People create the magic of live entertainment. That’s why we put the needs of the fan first and everything else follows.

Detail obsessed Thousands of small details make the difference between good and amazing. We get absorbed in every pixel, every word, every interaction.

Aligned DIY Our success will be defined by the moments when one inspired individual rolled up her sleeves and made something brilliant happen.

Bold yet humble We aren’t afraid to face anything. We set lofty goals and don’t rest until we accomplish them. But we don’t let those successes get to our heads.

Value time We can create beautiful digital experiences, but we can’t create time, so we’re relentlessly judicious about how we spend it.

business plan values example

Unqork Core Values :

Fearless We don’t follow roadmaps, we write them. We’re defining a new class of technology that is turning once-unthinkable functionality into business reality.

Accountable We take initiative, ownership, and responsibility. Anyone can point out problems; Unqorkers find solutions. We follow through.

Customer focused We empower our customers to overcome today’s technological challenges and be prepared for tomorrow’s.

Inclusive We don’t know what we don’t know. Diversity informs our goals and strengthens our platform. We’re a reflection of the diverse, vibrant world we seek to change.

Collaborative There’s no “I” in Unqork — no a-holes either. We are a unified team following a single unwavering mission. We don’t bark at teammates, we empower them.

Transparent We actively dismantle blindspots. We value providing visibility into our wins as well as our losses. Our success depends on working together on common goals across the entire organization.

business plan values example

PwC Core Values :

Act with integrity • Speak up for what is right, especially when it feels difficult. • Expect and deliver the highest quality outcomes. • Make decisions and act as if our personal reputations were at stake.

Make a difference • Stay informed and ask questions about the future of the world we live in. • Create impact with our colleagues, our clients and society through our actions. • Respond with agility to the ever changing environment in which we operate.

Care • Make the effort to understand every individual and what matters to them. • Recognize the value that each person contributes. • Support others to grow and work in the ways that bring out their best.

Work together • Collaborate and share relationships, ideas and knowledge beyond boundaries. • Seek and integrate a diverse range of perspectives, people and ideas. • Give and ask for feedback to improve ourselves and others.

Reimagine the possible • Dare to challenge the status quo and try new things. • Innovate, test and learn from failure. • Have an open mind to the possibilities in every idea.

business plan values example

Gusto Core Values :

Embody a service mindset. Never stop advocating for the needs of others.

Dream big, then make it real. Be ambitious. Show and do is greater than tell and talk.

Be proud of the how. Ensure deep integrity in everything you do.

Embrace an ownership mentality. Take initiative to leave things better than you found them.

Debate then commit. Share openly, question respectfully, and once a decision is made, commit fully.

Build with humility. Put collective success before individual achievements.

business plan values example

Zappos Family of Companies

Zappos Core Values :

Deliver WOW Through Service.

Embrace and Drive Change.

Create Fun and A Little Weirdness.

Be Adventurous, Creative, and Open-Minded.

Pursue Growth and Learning.

Build Open and Honest Relationships With Communication.

Build a Positive Team and Family Spirit.

Do More With Less.

Be Passionate and Determined.

business plan values example

Meta Core Values :

Move Fast Move Fast helps us to build and learn faster than anyone else. This means acting with urgency and not waiting until next week to do something you could do today. At our scale, this also means continuously working to increase the velocity of our highest priority initiatives by methodically removing barriers that get in the way. It's about moving fast together — in one direction as a company, not just as individuals.

Focus on Long-Term Impact Focus on Long-Term Impact emphasizes long-term thinking and encourages us to extend the timeline for the impact we have, rather than optimizing for near-term wins. We should take on the challenges that will be the most impactful, even if the full results won't be seen for years.

Build Awesome Things Build Awesome Things pushes us to ship things that are not just good, but also awe-inspiring. We've already built products that are useful to billions of people, but in our next chapter we'll focus more on inspiring people as well. This quality bar should apply to everything we do.

Live in the Future Live in the Future guides us to build the future of distributed work that we want, where opportunity isn't limited by geography. This means operating as a distributed-first company and being the early adopters of the future products we're building to help people feel present together no matter where they are.

Be Direct and Respect Your Colleagues Be Direct and Respect Your Colleagues is about creating a culture where we are straightforward and willing to have hard conversations with each other. At the same time, we are also respectful and when we share feedback we recognize that many of the world's leading experts work here.

Meta, Metamates, Me Meta, Metamates, Me is about being good stewards of our company and mission. It's about the sense of responsibility we have for our collective success and to each other as teammates. It's about taking care of our company and each other.

Great Companies Need Great People. That's Where We Come In.

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27 Mission and Vision Statement Examples That Will Inspire Your Buyers

Lindsay Kolowich Cox

Published: November 17, 2022

Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?

Executive guiding her team's creation of an inspiring mission statement

Well, there's a good reason for it — because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.

Still, Loyalty doesn’t happen overnight. Building brand loyalty , like creating mission and vision statements, takes time. If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission:

What is a mission statement?

Mission vs Vision Statements

Best Mission Statement Examples

Best Vision Statements Examples

100 Mission Statement Examples & Templates

Fill out this form to access the guide.

A mission statement is an action-oriented statement declaring the purpose an organization serves to its audience. It often includes a general description of the organization, its function, and its objectives.

As a company grows, its objectives and goals may be reached, and in turn, they'll change. Therefore, mission statements should be revised as needed to reflect the business's new culture as previous goals are met.

What makes a good mission statement?

The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose, but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they'll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

What are the 3 parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step how to write a proper mission statement to build off of as your company evolves.

How to Write a Mission Statement

1. Explain your company’s product or service offering.

You want prospects to understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random, you most likely were motivated by a set of core values .

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company's offering aligns with your values.

So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values is centered on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who and why of your company:

Once you have successfully conveyed your message, it’s time to refine and perfect your statement.

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and demonstrate the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendation.

Vision Statement

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long-haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the 3 parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. Thus, a mission statement is a roadmap for the company's vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it provides, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission and vision statement are:

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

1. Life Is Good : To spread the power of optimism.

Best Missions Statement Examples: Life is Good

Image Source

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like "Seas The Day" and "Forecast: Mostly Sunny," it's hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you're not familiar with the company's public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Kids Foundation page . We really like how lofty yet specific this mission statement is — it's a hard-to-balance combination.

2. sweetgreen : To inspire healthier communities by connecting people to real food.

Best Missions Statement Examples: sweetgreen's

Notice that sweetgreen's mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we're the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen's website and walls of its food shops: The team has made strides in the communities where it's opened stores as well. Primarily, it provides education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia : We’re in business to save our home planet.

Best Missions Statement Examples: Patagonia

Patagonia's mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

Best Missions Statement Examples: American Express

Customers will never love a company until the employees love it first.

— Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek , and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.

We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

5. Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Best Missions Statement Examples: Warby Parker

This "objective" statement from Warby Parker uses words that reflect a young and daring personality: "rebellious," "revolutionary," "socially-conscious." In one sentence, the brand takes us back to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: "We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket," which further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the mission statement's success all comes down to spot-on word choice.

6. InvisionApp : Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.

Best Missions Statement Examples: InVision App

These days, it can seem like every B2B company page looks the same — but InvisionApp has one of the cooler company pages I've seen. Scroll down to "Our Core Values," and hover over any of the icons, and you'll find a short-but-sweet piece of the overall company mission under each one.

We love the way the statements are laid out under each icon. Each description is brief, authentic, and business babble-free — which makes the folks at InvisionApp seem trustworthy and genuine.

7. Honest Tea : To create and promote great-tasting, healthy, organic beverages.

Best Missions Statement Examples: Honest Tea's

Honest Tea's mission statement begins with a simple punch line connoting its tea is real, pure, and therefore not full of artificial chemicals. The brand is speaking to an audience that's tired of finding ingredients in its tea that can't be pronounced and has been searching for a tea that's exactly what it says it is.

Not only does Honest Tea have a punny name, but it also centers its mission around the name. For some time, the company even published a Mission Report each year in an effort to be "transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages."

8. IKEA : To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them

The folks at IKEA dream big. The vision-based mission statement could have been one of beautiful, affordable furniture, but instead, it's to make everyday life better for its customers. It's a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

"Our business idea supports this vision ... so [that] as many people as possible will be able to afford them," the brand states .

Using words like "as many people as possible" makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom : To give customers the most compelling shopping experience possible.

Best Missions Statement Examples: Nordstrom

When it comes to customer commitment, not many companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company's mission statement, it’s crystal clear that it’s all about the customer: "Nordstrom works relentlessly to give customers the most compelling shopping experience possible."

If you've ever shopped at a Nordstrom, you'll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they've been helped, and doing everything they can to make the shopping experience a memorable one.

10. Cradles to Crayons : Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.

Best Missions Statement Examples: Cradles to Crayons

Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The "rule of three" is a powerful rhetorical device called a tricolon that's usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think "I came; I saw; I conquered."

11. Universal Health Services, Inc. : To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.

Best Missions Statement Examples: Universal Health Services

A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a health care service, it specifically strives to please its patients, physicians, purchasers, employees, and investors. We love the emphasis on each facet of the organization by capitalizing the font and making it red for easy skimming.

12. JetBlue : To inspire humanity – both in the air and on the ground.

Best Missions Statement Examples: JetBlue

JetBlue's committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it "set out in 2000 to bring humanity back to the skies."

For those of us who want to learn more about any of its specific efforts, JetBlue's provided details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.

13. Workday : We aim for innovation not only in our development organization but also in the way we approach every aspect of our business.

Best Missions Statement Examples: Workday

Workday, a human resources (HR) task automation service, doesn't use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on the state of enterprise software in general: There's a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

14. Prezi : To reinvent how people share knowledge, tell stories, and inspire their audiences to act.

Prezi - Mission

If you know Prezi, you know how engaging it can make your next business presentation look. According to its mission statement, the company's clever slide animations and three-dimensional experience aren't just superficial product features. With every decision Prezi makes, it's all about the story you tell and the audience that story affects.

15. Tesla : To accelerate the world's transition to sustainable energy.

Best Missions Statement Examples: Tesla

A car company's punny use of the word "accelerate" is just one reason this mission statement sticks out. However, Tesla makes this list because of how its mission statement describes the industry.

It may be a car company, but Tesla's primary interest isn't just automobiles — it's promoting sustainable energy. And, sustainable energy still has a "long road" ahead of it (pun intended) — hence the world's "transition" into this market.

Ultimately, a mission statement that can admit to the industry's immaturity is exactly what gets customers to root for it — and Tesla does that nicely.

16. Invisible Children : To end violence and exploitation facing our world's most isolated and vulnerable communities.

Best Missions Statement Examples: Invisible Children

Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies' visions and missions are intentionally left open-ended so that the business might always be needed by the community. Invisible Children, on the other hand, wants to "end" the violence facing African families. It's an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.

17. TED : Spread ideas.

Best Missions Statement Examples: TED

We've all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.

TED, which stands for "Technology Education and Design," has a two-word mission statement that shines through in every Talk you've seen the company publish on the internet. That mission statement: "Spread ideas." Sometimes, the best way to get an audience to remember you is to zoom out as far as your business's vision can go. What do you really care about? TED has recorded some of the most famous presentations globally, but in the grand scheme of things, all it wants is to spread ideas around to its viewers.

Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.

Vision Statement Example

“Our vision is to improve sustainable farming practices across the globe.” This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.

1. Alzheimer's Association : A world without Alzheimer's disease.

Best Vision Statement Examples: Alzheimer's Association

The Alzheimer’s Association conducts global research and provides quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this currently incurable disease. With the work that it's doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Best Vision Statement Examples: Teach for America

Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

3. Creative Commons : Realizing the full potential of the internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity.

Best Vision Statement Examples: Creative Commons

This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

4. Microsoft : We strive to create local opportunity, growth, and impact in every country around the world.

Best Vision Statement Examples: Microsoft

Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its vision statement reflects that. Through its product offering and pricing, it can provide technology to anyone who needs it.

5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.

Best Vision Statement Examples: Australia Department of Health

This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

6. LinkedIn : Create economic opportunity for every member of the global workforce.


LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to provide employees of every level a chance to get the job they need.

7. Disney : To be one of the world's leading producers and providers of entertainment and information.

Best Vision Statement Examples: Disney

Disney’s vision statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional vision statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.

8. Meta : Give people the power to build community and bring the world closer together.

Best Vision Statement Examples: Meta

Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

9. Southwest : To be the world's most loved, most efficient, and most profitable airline.

Best Vision Statement Examples: Southwest

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

10. Dunkin' : To be always the desired place for great coffee beverages and delicious complementary doughnuts & bakery products to enjoy with family and friends.

Best Vision Statement Examples: Dunkin'

Notice the interesting use of the word "complementary" in this vision statement. No, the chain isn't envisioning giving out freebies in the future. Its vision goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

Inspire Through Brand Values

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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100 examples and templates of mission statements to help you build your own.

BUS101: Introduction to Business

business plan values example

The Business Plan

Read this section to see why business plans are essential and what sections should be included.

Mission Statement and Core Values

This portion of the business plan states the company's  mission statement  and  core values . The mission statement describes the purpose or  mission  of your organization - its reason for existence. It tells the reader what the organization is committed to doing. For example, one mission statement reads, "The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit".

Core values are fundamental beliefs about what's important and what is (and isn't) appropriate in conducting company activities. Core values are not about profits, but rather about ideals. They should help guide the behavior of individuals in the organization. Coca-Cola, for example, intends that its core values - leadership, passion, integrity, collaboration, diversity, quality, and accountability - will let employees know what behaviors are (and aren't) acceptable.

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Communicating company core values: Definition, examples, and why it matters

It’s not hard to find the core values of any organization.  

They’re often featured, in large print, prominently on corporate websites. Posted on a plaque in the lobby of the corporate headquarters and on signs throughout company locations. Printed in employee handbooks. Honestly, they’re everywhere if you look for them.  

But living up to those values? Now that’s the challenging part for organizations. 

Words are just that. Words. How does a company uphold its stated values with deeds that keep promises to employees, customers, and the community? It begins by communicating those company core values in ways that everyone understands and then can act upon. 

Only then will employees know:  This is who we are.

What you’ll learn:

What are company core values?

As a definition, company core values are the clearly stated principles about the organization’s vision, mission, and principles. That way, everyone is aligned around a guiding philosophy to serve employees, customers, and the broader community.

That can also double as the definition of company culture. In many ways,  values  and  culture  are synonymous. They’re both about the higher aspirations of a company. The result is the DNA fundamental to a company’s identity. 

Ensuring that everyone understands those ambitions requires great internal communication. The trouble is too many companies assume the workforce knows what’s most important. (After all, it’s a plaque in the lobby next to the elevators!) But because there’s a statement on a wall, website, or handbook doesn’t mean employees get the message.  

What’s needed is a clear, steady cadence of information that reinforces those principles. Let’s take a closer look into ways that organizations can thrive through communicating their core values.  

Ten examples of company core values 

When distilled down to the basics, company values might be described simply as the  Golden Rule.  Treat others the way you want to be treated. Or, to paraphrase  filmmaker Spike Lee : Do the right thing.  

Here’s a more expansive list of values that companies consider important. 

There are many other company core values, of course. (HubSpot has compiled an  excellent list of 16 values  and some specific company examples.) But defining a guiding philosophy set is unique to every company. 

Yet that’s still only the start. The hard work is acting upon them. 

Statistics showing the importance of companies living their values

Communicating your company values

How do you express your company values internally? Even the best, most well-planned mission statements are useless if they’re hidden away and rarely discussed. 

Company core values need to be on the big stage, in a bright spotlight, for everyone to see. 

That’s what excellent internal communication does. It continually brings attention to the company values with a steady cadence of reminders about what makes the organization unique. As we’ll see, it’s also highlighting examples of how the company is living those values.  

But first, how do you get those in front of everyone? 

Standard workforce communication tools 

Here are some of the traditional ways that organizations share their values with the workforce. 

The more places where employees can see or hear the company values, the better. (As they say in football parlance, you “flood the zone.”) A consistent cadence of communication will reinforce their importance to everyone. 

Also, each of us tends to get work-related information in different ways. For office workers, maybe email or intranet is the best way. For factor workers, perhaps the old break-room bulletin board works best. It’s essential to use all the arrows in your quiver to get those company values in front of the entire workforce.  

But there are limitations to these standard tools. That’s why companies are turning to a new way of reaching their people with the information they need and want. 

Modern internal communication tool 

Consider the way that all of us receive information in our personal lives. It comes directly to us – usually on our mobile devices. We get alerts from news sources that we trust. We have user-friendly apps. It’s an engaging experience. 

Well, employees expect their places of work to communicate with them the same way. We may indeed check our email or the bulletin boards. But all of us are also staring at our mobile devices. That’s why digital Employee Communication and Engagement platforms have become the modern way for organizations to connect with their people. They break down information silos by:

Company culture examples

Because Firstup is the platform of choice of leading companies around the world, including 40 percent of the Fortune 100, we’re fortunate to see some of the incredible ways that organizations infuse their values into everything they do. 

Leadership examples 

It’s powerful when top executives – especially CEOs – constantly remind employees what the mission, vision, and values are for the company. We’ve even seen leaders start every Town Hall meeting with a quick reminder of what drives their organizations. 

But hearing from leaders is exponentially more difficult in 2020 when the pandemic has forced the world into lockdown. It’s also never been more important for leaders to be communicating their foundational values to remind everyone how they play a part in getting through the crisis. It’s also not just the pandemic. Employees want to know where the company stands on the social justice issues as protests against racial inequality have swept across the country. Employees expect their companies to live their stated values. 

That’s why company executives use the Firstup platform  to speak directly to employees.  We’ve seen an explosion in “selfie videos” where CEOs post regularly to share company updates and how their values are helping them get through this challenging time. This ability was especially important when CEOs needed to speak from the heart about why their companies were supportive of the passionate outcry for greater social justice.  

Why diversity and inclusion are company core values

There are two reasons. 

There are numerous studies that show more diverse companies have greater financial success. (You can read some excellent research  here  and  here .) It’s why  81 percent of global organizations said that improving diversity and inclusion was high on their agenda, according to Mercer’s Let’s Get Real About Equality report . Mercer also found that  66 percent of senior executives are actively engaged in diversity and inclusion initiatives.   

At the same time, the pandemic has slowed efforts to make companies more reflective of our society. According to a pulse survey of diversity and inclusion leaders by McKinsey , 27 percent of them report that their organizations have put all or most initiatives on hold because of the pandemic. 

Yet those values are more important than ever. That’s because customers are watching. 

Customers expect companies to uphold their core values

One of the main takeaways from 2020 is that people expect more from brands. They’re paying close attention to how companies behave during the pandemic and if they fight for social justice. Are they genuinely living their stated values? Or are they just paying them lip service? 

When brands disappoint them, they take their business elsewhere. 

Here’s some eye-opening research about consumer sentiment at a time of pandemic and social upheaval:

The employee Experience directly impacts the customer experience. When employees feel like the company is living up to its values, customers notice. 

Employer branding and company values

Today, the Employee Value Proposition (EVP) matters more than ever. EVP is a way of thinking about what employees receive in exchange for their workplace performance. Yes, employees expect to be well-compensated for their labor. But increasing, employees also want to feel good about their workplace. They want to know that, in some small way, they’re making a difference. The world is a better place because of their efforts. 

And that brings us full circle back to company values. 

The days of brands not living by their values is over. In our interconnected world, news of bad corporate behavior travels in the blink of an eye on social media. And a steep price is paid. But the organizations that try to stand by their values – and make amends when the inevitable missteps occur – are the ones most likely to succeed.  

Communication, as we’ve seen, is the bedrock foundation of ensuring company values are understood. Everyone knows what’s expected of them. Everyone knows what they should expect from their company. Everyone becomes aligned around the basic principles of why the company exists.  

And everyone thrives. 

How much progress has your company made on diversity, equity and inclusion? We’ve assembled a comprehensive playbook with 7 plays to help you boost inclusion and engagement.

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