How to Develop and Implement Business's Core Values (+ 20 Examples)

Best organizations thrive because of the core values that are at the heart of their organization.

May 4, 2023
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When it comes to business, having a strong set of first principles called core values, can make or break the success of a company. Core values are the fundamental beliefs that guide the decisions, attitudes, and behaviors of an individual or company. Core values can range from something as simple as “integrity” to something as complex as “innovation”. They are the pillars that hold up the company’s culture, and they can often be seen in the company’s motto, core behaviors, and even its mission statement.

But what exactly are core values in business?

To put it simply, core values are the beliefs distinct values, attitudes, and behaviors that are shared by the people who work for a company. They are the foundation for the company’s culture and the way it does business. They are what make a company unique, and they can be used to create a competitive advantage for the company.

To better understand what core values in business are, let’s take a look at some examples of top companies and their on what is core values in business.


Google has a core set of values that they call “The 10 Google Principles”. These include “Focus on the user and all else will follow,” “Fast is better than slow,” “You can make money without doing evil,” and “Great just isn't good enough.” These three core company values that are the foundation for how Google does business and have helped the company become one of the most successful companies in the world.


Apple’s core values are “Think Different,” “Innovate,” “Simplify,” “Put the Customer first,” and “Be Passionate.” These values are reflected in everything Apple does, from the products they make to the way they interact with customers.


Amazon’s core values are “Customer Obsession,” “Ownership,” “Innovation,” and “High Standards.” These values have helped Amazon become the largest online retailer in the world and have allowed the company to become a leader in many areas of e-commerce.


Microsoft’s core corporate values are “Integrity and Honesty,” “Passion for Customers,” “Innovation,” and “Respect for People.” These values have been a key factor in Microsoft’s success and have been reflected in the company’s culture for many years.


Tesla’s core values are “Innovation,” “Sustainability,” “Integrity,” and “Safety.” These values are reflected in the company’s mission and vision statement and have helped Tesla become a leader in the electric vehicle industry.

As you can see, there are a variety of core values in business that can be used to create a successful company. Core values are important as they are the foundation for the company’s culture and the way it does business. They can be used to create a competitive advantage, and they can be seen in the company’s motto, core behaviors, and even its mission statement.

Establishing core values is an important part of any successful business, and it should be done with the help of the company’s employees. This will ensure that the values are reflective of the company’s culture and that everyone is on the same page. Once the core values have been established, it is important to communicate them to everyone in the company. This can be done through company meetings, newsletters, and even by creating a corporate values statement yourself.

20 Examples of Core Values and Why They Are Good Ones

1. Integrity.

Integrity is the quality of being honest and having strong moral principles. In the workplace, integrity means being truthful and transparent in all communications and actions. It means doing what is right, even when no one is watching. Exemplifying integrity at work means being honest with customers, colleagues, and supervisors. It means taking responsibility for mistakes and rectifying them promptly. It also means treating everyone with fairness and respect.

2. Respect.

Respect is the act of showing consideration for others' feelings, beliefs, and ideas. In the workplace, respect means valuing the diversity of opinions, cultures, and backgrounds. It means treating everyone with dignity and courtesy. Exemplifying respect at work means listening actively, acknowledging others' contributions, and avoiding discriminatory behavior. It also means providing feedback constructively and avoiding personal attacks.

3. Accountability.

Accountability is the quality of being responsible and answerable for one's actions and decisions. In the workplace, accountability means taking ownership of tasks, meeting deadlines, and delivering results. It means being reliable and dependable. Exemplifying accountability at work means accepting responsibility for mistakes, seeking feedback, and taking corrective actions. It also means being proactive in identifying and resolving issues.

4. Transparency.

Transparency is the quality of being open, honest, and clear in communications and actions. In the workplace, transparency means sharing information freely and openly. It means avoiding hidden agendas and secretive behavior. Exemplifying transparency at work means being open to feedback, communicating changes clearly, and avoiding conflicts of interest. It also means sharing information about the organization's goals, strategies, and performance.

5. Teamwork.

Teamwork is the act of working collaboratively with others to achieve a common goal. In the workplace, teamwork means sharing knowledge, skills, and resources to achieve success. It means respecting others' contributions and working towards a common vision. Exemplifying teamwork at work means communicating effectively, sharing credit, and offering help when needed. It also means fostering a culture of collaboration and celebrating team achievements.

6. Innovation.

Innovation is the act of creating new ideas, products, or processes that bring value to the organization. In the workplace, innovation means embracing change, experimenting, and taking risks. It means finding new ways to solve problems and improve processes. Exemplifying innovation at work means encouraging creativity, seeking out new ideas, and continuously improving. It also means being open to new technologies, methods, and approaches.

7. Quality.

Quality is the measure of excellence in products, services, or processes. In the workplace, quality means meeting or exceeding customer expectations. It means delivering products and services that are reliable, efficient, and effective. Exemplifying quality at work means setting high standards, measuring performance, and continuously improving. It also means involving customers in the quality process and providing excellent customer service.

8. Diversity.

Diversity is the quality of being different and unique. In the workplace, diversity means embracing differences in backgrounds, perspectives, and experiences. It means valuing and respecting the diversity of individuals and teams. Exemplifying diversity at work means creating a culture of inclusiveness, avoiding discrimination, and fostering a sense of belonging. It also means leveraging the strengths of diversity to drive innovation and creativity.

9. Growth.

Growth is a core value that emphasizes the importance of learning and personal development. In the workplace, growth means embracing new challenges, seeking out opportunities to learn and develop, and continuously improving one's skills and knowledge. Organizations that prioritize growth understand the importance of investing in their employees' development, creating a culture of continuous learning and improvement. Exemplifying growth at work means taking initiative in seeking out new challenges, asking for feedback, and setting goals for self-improvement. It also means creating a supportive environment that encourages and fosters growth in employees.

10. Customer Service.

Customer service is a core company value that focuses on providing excellent service to customers. In the workplace, customer service means going above and beyond to meet customer needs and expectations. It means taking a proactive approach to identifying and resolving customer issues, communicating effectively, and providing timely and efficient service. Exemplifying customer service at work means putting the customer first in all interactions, actively listening to their needs, and responding promptly. It also means taking ownership of customer issues and working collaboratively with other departments to provide a seamless customer experience. Organizations that prioritize customer service understand the importance of building strong relationships with customers, which can lead to increased customer loyalty and business success.

11. Excellence.

Excellence is a core value that focuses on achieving the highest possible standards of performance and quality. In the workplace, excellence means setting high expectations, continuously improving processes, and striving for excellence in all areas of work. It also means taking pride in one's work and delivering results that exceed expectations. Exemplifying excellence at work means consistently delivering high-quality work, being proactive in identifying areas for improvement, and collaborating with others to achieve common goals.

12. Leadership.

Leadership is a core value that emphasizes the importance of inspiring and empowering others to achieve their full potential. In the workplace, leadership means setting a positive example, motivating and inspiring others, and providing guidance and support. It also means taking ownership of one's actions and decisions and being accountable for the results. Exemplifying leadership at work means leading by example, providing constructive feedback, and creating an environment that fosters personal and professional growth.

13. Communication.

Communication is a core value that emphasizes the importance of effective communication in the workplace. In the workplace, communication means actively listening, being clear and concise, and sharing information in a timely and appropriate manner. It also means respecting others' opinions and viewpoints and fostering open communication channels. Exemplifying communication at work means actively seeking feedback, being responsive, and collaborating with others to achieve common goals.

14. Passion.

Passion is a core value that emphasizes the importance of enthusiasm and commitment to one or examples of company's work. In the workplace, passion means being excited about the work, being committed to the mission, and going above and beyond to achieve the goals. It also means being creative, resourceful, and innovative in finding solutions to problems. Exemplifying passion at work means taking pride in one's work, being proactive in identifying opportunities for improvement, and inspiring others to be passionate about their work.

15. Commitment.

Commitment is a core value that emphasizes the importance of dedication and loyalty to one's work. In the workplace, commitment means being reliable, taking ownership of one's responsibilities, and delivering results consistently. It also means being accountable for one's actions and being proactive in identifying areas for improvement. Exemplifying commitment at work means showing up on time, meeting deadlines, and taking ownership of one's responsibilities.

16. Balance.

Balance is a core value that emphasizes the importance of achieving a healthy work-life balance. In the workplace, balance means managing time effectively, setting priorities, and taking breaks when necessary. It also means prioritizing self-care and mental health to avoid burnout. Exemplifying balance at work means setting boundaries, taking time off when needed, and encouraging others to prioritize self-care.

17. Sustainability.

Sustainability is a core value that emphasizes the importance of environmental and social responsibility in the workplace. In the workplace, sustainability means minimizing waste, reducing the carbon footprint, and promoting ethical business practices. It also means being socially responsible and giving back to the community. Exemplifying sustainability and strong company values at work means adopting sustainable practices, supporting green initiatives, and giving back to the community.

18. Collaboration.

Collaboration is a core value that emphasizes the importance of working together to achieve common goals. In the workplace, collaboration means sharing ideas, leveraging strengths, and working towards a common purpose. It also means respecting diversity and promoting inclusivity. Exemplifying collaboration at work means being open to feedback, actively seeking out opportunities to work together, and celebrating each other's wins.

19. Accountability.

Accountability is a core value that emphasizes the importance of taking responsibility for one's actions and decisions. In the workplace, accountability means owning up to mistakes, being transparent, and taking steps to rectify the situation. It also means being reliable and meeting commitments. Exemplifying accountability at work means taking responsibility for one's work, being transparent in communication, and being proactive in finding solutions to problems.

20. Fun.

Fun is a core value that emphasizes the importance of creating a positive and enjoyable work environment. In the workplace, fun means fostering a positive company culture, celebrating achievements, and promoting work-life balance. It also means enjoying one's work and finding ways to make it engaging and exciting. Exemplifying fun at work means celebrating milestones, having team-building activities, and promoting a positive and enjoyable work culture.

5 Tips of How to Implement Core Values at Work

Communicate the Core Values.

The first step in implementing core company values is to clearly communicate them to all employees. Make sure everyone is aware of the company forward core values and their importance to the company.

Model the Core Values.

Leaders should lead by example and model the core values they want to see in their employees. This is a great way to show employees that the core values are important and to inspire them to live by the values.

Hold People Accountable.

Hold people accountable for their actions. If someone violates a core value, take the appropriate action to ensure that the core company value is upheld.

Reward and Recognize.

Reward and recognize employees who live by the company's core values. This will encourage others to do the same and will create a culture of positivity and appreciation.

Create Systems and Processes.

Create systems and processes that support the core values. This includes everything from hiring processes to customer service protocols. By creating systems and processes that align with the core values, it will be easier for employees to adopt them.


Core values are the fundamental beliefs and guiding principles that form the foundation of a business. By having strong core values, businesses can create a shared sense of purpose, help employees make better decisions, and increase customer loyalty and satisfaction. There are many examples of core values, and businesses should take the time to determine which core values represent and are most important to their organization and how best to implement them. By following the tips outlined above, businesses can ensure that their core values are communicated, modeled, and supported throughout the organization.

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Frequently Asked Questions

Is Assembly SOC 2 compliant?

Yes, at Assembly, security is a top priority. Each quarter, we have ongoing security work that is everyone’s responsibility. While we maintain a strong security posture, it was important for us to prove to our customers that we do everything we claim to do. This led us to pursue a SOC 2 Type II report that would provide evidence of our compliance with industry gold-standard security practice.

What's the ROI for employee recognition?

There is study after study showing that employee recognition leads to increased engagement. This in return creates an environment where employees are happier and more motivated which increase productivity and reduces voluntary turnover significantly. In order to filled critical roles, companies tend to spend nearly twice the value of an annual salary. Assembly is an investment in your employees that supports your bottom line.

Does Assembly offer longer-term contracts?

Yes, we will offer contracts for companies with longer-term agreements to help larger customers have more certainty around future costs.

The minimum agreement term is a 12-month subscription.

Does Assembly offer onboarding support?

We do and for FREE! Any new customer needing further support to get started with Assembly to ensure you're set up for success can request custom onboarding support. Improving your employee experience is about much more than just using our amazing software; it’s about transforming your business to create a workplace that people love. That’s much easier to do with the personal support and advice from our passionate people experts.

Is there a free version of Assembly?

Yes. We offer a completely free plan for up to 50 team members. This plan is intended for teams or organizations that are looking to get started with an employee engagement tool. Keep in mind, this plan is limited in features.

All customers can open an Assembly account for free and get started without a credit card. Then you can change plans as necessary.

How much do rewards cost?

At the time of redemption (when your employees exchange their points for a paid reward) you'll pay face value. If a reward is a $10 Amazon gift card, your cost will be $10. All paid rewards are billed for on a monthly basis.

The good news is that you don't have to pay for rewards upfront because we only charge you when points are redeemed, not when they're earned.

Does Assembly offer discounts?

We offer discounts or educational or charitable organizations. In order to secure a discount, you'll first need to book a demo with a customer support specialist.

For all other organizations, we are willing to consider longer-term agreements in exchange for discounts. To set up annual plans or longer, you will need to book a demo with a customer support specialist.

How do I cancel my plan if needed?

If you're on a month to month plan, you can go here and cancel anytime. If you're having concerns or need help setting up your account for success, you can always book a demo with a customer support specialist.

If you're on a longer-term custom plan, you'll need to reach out to your customer support specialist to cancel your account or email us at

What customizations are available?

Great question! You can customize your core values to match your organization's to boost and track alignment. You can change your currency from the 🏆 emoji (our default) to any emoji of your choice. You can swap our logo for your own. You can also set up company culture rewards such as, "Lunch with the CEO," "Buy a book on us," and so much more!

Who can give or receive recognition?

While we recommend a peer to peer set up where anyone in your organization can give or receive recognition, you can set up Assembly however you want. If you need to limit the people who can give or receive recognition, that's perfectly fine and can be done from your Admin, here.

What integrations are available?

Assembly connects to the tools your employees use every day to offer an easy, seamless experience with minimal change management.  

Assembly has integrations with HCM/HRIS systems like ADP, Google, Office 365, and Slack. We also integrate with communication tools like Slack and Teams so you and your employees can access Assembly wherever they work now.

What's your average adoption rate?

That depends on the company's permissions set up. That said, over 90% of the employees on Assembly's platform are recognized on a monthly basis. That means nearly every employee across all of our customers are receiving regular recognition from their peers, managers, or leadership. We're extremely proud of this.

Must rewards be set up to use Assembly?

They are not required. You can use Assembly without having rewards set up. However, we don't recommend it if you intend to have a high adoption and usage rate. You can always keep the costs down by offering internal culture rewards that are fulfilled by you internally.

Are points required to use Assembly?

No, you can remove allowances from anyone or everyone. It's up to you but we do recommend using points whether they're worth a real dollar value or not. Companies that use points have a much higher engagement rate even if those points don't exchange for real dollars.

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Please schedule time with an expert and we will help you to get all your questions answered