Above All Things, Be True! When Core Values Are More Than Just Wall Art

We’ve all seen the posters. Integrity. Excellence. Innovation. Collaboration. They hang in lobbies, get printed in annual reports, and show up on job descriptions.

But here's the real test:

What happens when the pressure is on? When profits dip, power shifts, or public scrutiny hits?

That’s when we discover whether core values are lived or merely laminated. 

Understanding how organizations stay true to their core values, especially in the face of external pressures, keeps everyone informed of the direction they are taking.

In Built to Last, Jim Collins reminds us that organizations transitioning from good to great must remain steadfast in their core values, even amidst change and adversity. These values, such as diversity, inclusion, respect, collaboration, ethics, honesty, sustainability, excellence, and quality, are not just aspirational; they are the immovable foundation of trust, purpose, and long-term success. 

Core values are the cornerstones of organizational success, serving as its north star, regardless of where the societal compass spins, core values always lead everyone back home and back to their roots.

Let’s take Starbucks as an example. We’re all familiar with the headlines that drove the company to close all its US stores for diversity, inclusion, and bias training in 2018. It wasn’t an act driven by the headlines; it was an act to recenter itself back to its core values revolving around creating a culture of belonging, joy, craft, courage, and results. The unfortunate events that sparked the headlines served as a wake-up call that, as an organization, they had become too large to manage their core values.

They understood that a serious misalignment from their values created the conditions for the incident in Philadelphia. Now, what do we think would have happened if Starbucks decided to ignore its core values? Poor decision-making that would have spiraled out of control.

Here’s what we know:

✅ When Core Values Are Upheld

Organizations that truly embody their values reap the benefits:

• Trust Flourishes: When words and actions align, people trust leadership—and each other. High-trust environments result in 76% more employee engagement, which fosters collaboration and reduces burnout.
• Culture Becomes Cohesive: Values shape behavior, norms, and the sense of belonging.
• Decision-Making Gets Clearer: They act as a compass during uncertainty. Studies have shown that clarity is one of the critical requirements for employees to perform at their highest levels.
• Reputation Strengthens: Consistency builds public trust and loyalty.
• Retention and Engagement Rise: People stay and thrive in values-aligned cultures.

❌ When Core Values Break Down

The costs are real when values are just words on a website or referred to as a temporary fix to a problem. Here are some of the potential outcomes:

• Confusion and Cynicism Set In: Employees notice the disconnect—and disengage.
• Trust Erodes: Psychological safety diminishes, and collaboration suffers.
• Toxicity Gains Ground: Bad behavior becomes normalized.
• Talent Walks Out the Door: Values-driven talent doesn’t tolerate misalignment.
• Reputation Suffers: Hypocrisy is easily exposed in the digital age.

💭 Questions Worth Asking

In moments of organizational stress or transition, core values can be either a guiding light or a glaring gap.

• Are your values showing up in how decisions are made, how people are treated, and what gets prioritized? 
• Are your core values and guiding principles resilient enough to withstand today's political and social pressures, or are you allowing fear and external pressures to dictate your actions?
• How are you leading with integrity while addressing the needs of your diverse stakeholders?

And if not, what needs to shift?

These reflections aren’t just questions of strategy; they’re questions of character. They define whether your organization merely survives or rises to the occasion of building a future-focused, intentionally inclusive enterprise centered around its core values.

Commit to these conversations with your leadership teams in the weeks ahead. Delve into whether your values and actions align, even under political and societal pressures. Provide inspiration for your colleagues, teammates, and employees. Foster faith and clarity in your organization’s ethics. It will become an engine for your team to power through distractions and focus on shared goals.

Aligning an organization’s core values in all aspects of its operations isn’t just a strategy; it’s the heart of meaningful, lasting impact. 

Written in collaboration: Vernā Myers Jennifer Simpson, MBA and Mykah (FKA Tracy/Tres) Myers