As you know, we’re big on core values here at Audacious towers. It’s kinda our jam.

But I just wanted to talk about something that, in my experience, not many people seem to do: defining their values.

It’s all well and good to have chosen your four or five core values but have you defined them? Have you laid out what you mean by the words you’ve chosen to use?

If not, I highly recommend that you do.


Because it’s fine to state what they are but it’s more important to be clear about what you mean by each word. Take the word “Service”. Does it mean that you aim to deliver a prompt and efficient service or that you’re here to serve and put your clients needs before your own? Does it mean you go above and beyond to be helpful or that you see the main business activity as a service for others to access?

Having a clearly defined set of core values has two functions: it gives prospective clients and employees a very clear picture of who you are and what you stand for (which will help them buy into you) but it also informs your team about the standards you’ve set, the culture you’re trying to create and and a deeper sense of the vision for the company. It helps them buy in and align themselves with the direction you’re headed in.

If you’re looking for a good structure for your values, then I recommend ‘one word, one sentence, one paragraph, one image’. Choose your word and expand on it in one sentence. Then write a short paragraph unpacking it some more and, because a lot of people are visual, back it all up with a powerful and meaningful image. Head to our Why Us?Why Us? page on our website to see how we’ve implemented this structure.

It takes time to craft the right words. It takes effort and vision. But the results are so worth it. When I did this exercise, I got a hugely positive reaction from the team and those we shared it with. And once Ollie added the graphics, we knew we had something special. I know we have won work as a result.

So don’t just choose your values, define them. By getting ultra clear on your values, you’ll help people buy into you, before they buy from you. You get to maintain and strengthen your culture as you grow, share your uniqueness with prospects and clients, and attract the right people to join your team.

If you need support with any of this, why not book a values workshop with us and start the journey to having your own impactful set of core values that will make a difference to you, your team and your business?