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6 Powerful Core Values Exercises to Transform Your Company’s Ethics Culture
Defining your company’s core values shows both employees and customers your top priorities. Use a core values exercise to discover yours.
61 per cent of employees say they choose (or avoid) employers based on their values and beliefs. If your organization’s core values aren’t clear, or if they’re not-so-ethical, you could be driving top talent away.
Your company’s core values tell both internal and external stakeholders what you consider important, as well as how you operate. But you can’t just slap down any old buzzwords and call it a values statement. A core values exercise helps you figure out your top priorities for day-to-day operations. Below, you’ll find six exercises that will help you determine your corporate values.
Need help getting started?
Watch this webinar with ethics expert, psychologist, author, and speaker Chris Bauer to learn how to write a values statement that encourages ethical behavior.
What Are Core Values in the Workplace?
Before you can define your organization’s core values, you must understand what core values are.
According to ethics expert, psychologist, author and speaker Chris Bauer, core values are your company’s “most persistent, most important priorities.” They are the “rules [you] follow when no one is looking” and “who [you] really are as opposed to who [you] . . . say [you] are.”
These definitions apply to personal values, but to your company’s as well. You need to determine the three to five things that are non-negotiable when it comes to employee behavior and how you conduct business, inside and outside the office.
Core values should:
- Show employees how to behave and make decisions
- Express what it means to be a part of your organization
- Form your organization’s identity and are the heart of its culture
- Stay consistent even if management changes
So, what are some examples of core values? Depending on your organization and its branding and mission, your values might include things like:
- Integrity
- Honesty
- Trust
- Teamwork
- Accountability
- Inclusion
- Respect
- Customer focus
- Continuous learning
Once you’ve determined your core values, compile them into a values statement. This sentence or paragraph, says Bauer,“articulates the beliefs behind the company’s goals and mission” to “remind employees and the general public what the company stands for, its ethical philosophy, and its culture.”
Why Defining Your Company’s Core Values is Essential
You may be thinking: “What’s the point of having core values?”
Core values define your company’s image to external stakeholders such as customers and investors, as well as employees. They also provide guidelines for behavior and decision-making.
Bauer notes that your values do the following:
- show both internal and external stakeholders your most important and persistent priorities
- let employees immediately and effectively evaluate their own behavior and that of their colleagues
- help employees make decisions when there are no other guidelines or protocol to follow
- get everyone on the same page in regards to management, leadership, and customer service decisions
- build and maintain customers’ trust
While core values reflect what your organization is now, they should also provide insight into where it’s going in the future. Your values should apply to all employees equally, yet inspire even the most accomplished worker to improve on their skills. When employees know what it means to excel in your organization, they’ll work more efficiently and ethically and feel more satisfied in the workplace.
Ready to define your core values? A core values exercise helps you figure out the values you want to present to the world as representing your brand. Complete one or a few of the core values exercises below to illustrate the culture you want for your company.
Setting the Stage for Core Values Work
Before organizations can define or refine their core values, they must first create an environment that supports open, honest reflection. Core values are not slogans for marketing materials — they are the guiding principles that shape behavior, decision-making, and culture at every level.
To set the stage for meaningful core values work, organizations should:
- Engage Leadership Early: Leadership must actively champion the process, demonstrating that core values are not just symbolic, but operational priorities.
- Facilitate Employee Involvement: Core values are most effective when employees see themselves reflected in them. Gathering input through surveys, focus groups, or workshops encourages buy-in and authenticity.
- Assess Current Culture: A candid evaluation of the existing culture helps identify where there is alignment — or misalignment — between stated values and actual behaviors.
- Prioritize Clarity and Relevance: Core values should be clear, actionable, and directly relevant to the organization's mission and day-to-day operations, not vague or overly aspirational.
Laying this foundation ensures that core values are not imposed from the top down but are instead embraced across the entire organization.
6 Core Values Exercises to Define Organizational Culture
1. Understand Your Company’s Image
Before you can determine your core values, you need to understand your company’s image. This includes your internal image for employees and external image for customers. Knowing how you appear (or want to appear) makes it easier to figure out what is important to your organization.
For this exercise, ask:
- What makes your company unique?Compare it with competitors in the same industry and companies in other industries. What makes your organization stand out from the crowd?
- What problems are you working to solve? What do you want to achieve for your employees and for your customers? What solutions can you provide to customers?
- What do people think of when they hear your company’s name? What feelings or thoughts do you want them to have? Are these the same?
- What does good work look like in your company? What qualities should employees and finished projects possess? Define what work ethic, progress, and success look like in your workplace.
Discuss questions like these in a working group made up of managers and executives. Come up with a list of values based on the image you’ve defined, then run it by employees at all levels for feedback to finalize the values statement.
2. Identify What’s Important
For this core values exercise, choose a group of employees to brainstorm what they think is important to your company. Include employees from different departments, levels, and tenure in order to get a complete picture of their ideas.
Determining what is important and not important to your organization ensures your core values are relevant, focused, and unique to you. Ask each member to answer the following questions, then compare answers.
What are the top five:
- most important qualities in a [company name] employee?
- least important, or five qualities that are detrimental to performance at [company name]?
- stand-out things that your organization does to shape employees’ career paths?
The answers to these questions will reveal the core values that you will never compromise on. Not only will you discover where you company is right now, but also where you are going and where you do not want to go.
To hone your values even further, conduct this exercise again, this time with just managers and C-suite executives. Compare their answers to the employees’. If they don’t match, consider why this miscommunication has occurred, how to correct it, and which set of values is more representative of your organization.
Ready for the Next Step?
After you’ve identified your company’s core values, revise your policies and procedures to reflect them. Our free policies and procedures template can help you get started.
3. Focus Your Values
When defining your organization’s core values, you may find it hard to focus. There are many attributes that you want your employees and organization to have, so how do you choose which ones to prioritize?
For this company core values exercise, work with a group of employees to focus your organization’s values. First, ask employees to brainstorm any values they think fit with your brand. Then, choose the top 10 words or phrases that resonate with your company.
Next, separate those into groups based on common theme (e.g. kindness, courtesy, compassion; balance and well-being). Choose the one value from each group that your organization would never compromise on.
From the smaller list, select the three to five values that are the most important to your company. These are values that you would fight for, hire and fire people for, and take or decline business deals for. Make sure your core values are clear, easy to understand for employees at every level, and specific to your work.
An example of this exercise could look like this:
4. Uncover Shared Values
Many executives have a personal set of core values, even if their company doesn’t. Ask your owners, founders, executives, and/or managers about the core values they follow in their careers. Take note of the words or phrases that are repeated and consider turning those into the organization’s core values. Choosing values that are already shared makes instilling them into your culture easier and smoother.
Want to make this core values exercise more inclusive? Send out surveys to random employees at all levels. While you may not choose to use lower-level employees’ values for the whole organization (they may not have a strong grasp of the company’s vision and goals), they may offer perspectives or ideas you hadn’t considered for your values statement.
5. Link Values to Behaviors
Defining your values is important, but how do you practice your core values and apply them to your work?
In this exercise, write a short description for each value with a specific example linking it back to employee behavior. You could also demonstrate a core value by describing what not to do.
For example, if you you might choose teamwork as one of your core values. You could link this value to behavior by saying, “We will help teammates when they are struggling on a project.” Or, you could say, “We will not put personal achievement ahead of team success.”
Having these concrete examples also makes it easier to create training programs, a code of conduct, and a code of ethics that work hand-in-hand with your values statement.
6. Review Your Core Values
Determining your core values isn’t a one-time exercise. In order to see if your values still fit with your organization and the path it’s going in, you need to reassess your values statement every few years.
Consider:
- Which values are you falling short on?
- Are there any values that no longer feel relevant? Will they still be relevant decades in the future?
- Would you be willing to uphold each value even if it put your company at a disadvantage (e.g. financial, ethical, competitive)?
Before you get rid of a core value, though, try changing employees’ behavior to fit it. Revise your code of conduct or code of ethics, or create or edit relevant training programs. Equipped with the right tools, employees may uphold your core values better. If you’re still falling short after another year or two, consider permanently revising your values statement.
Not quite ready to start the process yet?
Keep our core values exercises cheat sheet handy for when you need a quick refresher, or to use later.
Real Examples of Core Values in the Workplace
Real-world examples show how leading organizations turn core values into everyday practice. Strong values are specific enough to guide behavior but flexible enough to evolve with the business. Here’s how different companies bring their core values to life:
1. Integrity — Johnson & Johnson
Johnson & Johnson’s Credo places integrity at the center of its mission, emphasizing responsibility to customers, employees, and communities. They prioritize ethical practices over short-term gains.
2. Innovation — Google
Google fosters a culture of innovation by encouraging employees to pursue ambitious, transformative ideas. Their core value is to "focus on the user and all else will follow," supporting rapid experimentation and bold thinking.
3. Respect — Microsoft
Respect is foundational to Microsoft’s culture, reflected in their emphasis on diversity, inclusion, and treating everyone with dignity. They promote a growth mindset and aim to create a welcoming environment for all employees.
4. Customer Focus — Amazon
Amazon’s first Leadership Principle, "Customer Obsession," places the customer at the center of every decision. Employees are encouraged to deeply understand customer needs and work backwards to meet them.
5. Accountability — Patagonia
Patagonia openly holds itself accountable for its environmental and social impacts, publishing transparency reports and advocating for responsible business practices, even when it highlights their own challenges.
Organizations that embed their core values into daily actions—not just internal documents—build stronger cultures, inspire loyalty, and lead by example.
Frequently Asked Questions
1. How can you put core values into practice?
You can practice core values by linking them to specific behaviors, such as helping teammates when they are struggling on a project or avoiding putting personal achievement ahead of team success, and integrating them into your company's training programs, code of conduct, and code of ethics.
2. What are some fun core values team activities?
Fun activities for core values include conducting brainstorming sessions to identify important qualities in employees, organizing group discussions to focus and refine your organization's values, and sending out surveys to gather input from employees at all levels to uncover shared values.
3. What is a core value example?
An example of a core value is integrity, which reflects a commitment to honesty and ethical behavior in all aspects of business operations, demonstrating to both internal and external stakeholders the organization's commitment to transparency and trustworthiness.
4. Do company core values evolve over time?
Yes, company core values can evolve over time. While core values should represent fundamental principles that remain relatively stable, they may need adjustments as your organization grows and the business landscape changes.
Companies often revisit their core values every few years to ensure alignment with their current direction and culture. This doesn't mean completely overhauling values regularly, but refining them to better reflect who you are becoming as an organization.
Changes in leadership, entering new markets, or industry shifts might prompt reconsideration of whether your core values still capture what's most important.
5. How core values support personal growth in the workplace?
Core values create an environment where employees can thrive personally and professionally. When clearly defined values guide workplace interactions, employees have a framework for making decisions and developing skills.
Values like "continuous learning" or "excellence" encourage employees to develop new capabilities. When management recognizes behaviors that align with these values, it reinforces personal growth.
Core values help employees understand how they fit into the bigger picture. Seeing how personal growth contributes to upholding company values creates meaning in their work, leading to higher engagement and job satisfaction.
6. Can we do these exercises virtually with remote teams?
Core values exercises work well with remote teams using tools like Zoom, Microsoft Teams, or Google Meet. You can run virtual workshops, send out surveys, and use collaborative platforms like Miro, MURAL, or Google Docs to gather input and brainstorm ideas.
What matters most is open communication and participation, not physical location. Just be sure to give everyone a chance to share their thoughts and feel included in the process.
7. When should you do a core values exercise?
You should do a core values exercise when your company is going through change or growth, or when you feel your team is not fully aligned. Here are common situations when it makes sense:
- Starting a new company or team – It helps set the foundation early.
- After a leadership change – New leaders often bring new direction, so it’s good to make sure values reflect that.
- Merging with another company – You’ll need shared values to bring both cultures together.
- Experiencing fast growth – As new people join, values help keep everyone on the same page.
- When your current values feel outdated – If they don’t match how your company works today, it’s time for a refresh.
- When employees are disengaged – Values exercises can help rebuild trust and purpose.
Even if nothing major is happening, it's a good idea to review your values every few years. They should grow with your company, not hold it back.
How Case IQ Can Help
If you’re still simply reacting to ethics incidents and other misconduct, you’re putting your organization, your employees, and your reputation at risk.
Case IQ’s powerful case management software lets you analyze historic case data so you can take preventive measures, reducing future incidents.
Case IQ is a flexible and configurable solution that can be integrated with your existing reporting systems and third-party hotlines, ensuring no reports slip through the cracks.
Learn more about how Case IQ can reduce resolution time and improve your organization’s investigations here.