July 29th, 2025

Core values should be more than just a poster on your wall. They should be the compass guiding every decision you make, both personally and professionally.

But here’s the thing: many people can’t name their six core values off the top of their head.

How can we expect to make decisions aligned with our true purpose if we haven’t clearly defined what that purpose is?

Recently, I reflected on my own core values. These values are more than just abstract ideals…they are the guideposts I use when things get complicated, helping me make decisions with clarity and confidence.

It made me think about my team. Do they know their core values? As the CEO of a boutique agency, I wanted to make the most of our monthly team call to ensure everyone was clear on not only their own six core values but also the company’s values, which we would establish together. So, I asked everyone to spend some time reflecting on their own six core values. I sent them a PDF with a long list of values to choose from, encouraging them to pick the ones that truly resonated with them.

When we came together for the meeting to share our selections, we noticed a lot of our core values overlapped. This overlap makes sense, especially at a small company where alignment is key. By the end of the call, we had shared our individual values and collectively defined the six core values that would guide Pivota Marketing. Values that we could all wholeheartedly stand behind.

Here’s why it matters:

1. Clarity in Decision-Making

When you know your core values, decision-making becomes so much easier. Every choice, big or small, can be measured against what truly matters to you.

2. Attracting the Right People

Your core values serve to attract like-minded individuals - both clients and team members who resonate with your mission. It’s not just about what you do; it’s about how you do it and why.

3. Consistency and Alignment

Staying true to your values gives you a solid foundation. When challenges arise, your core values remind you of your purpose and keep you grounded.

When you define your core values, you’re building a roadmap for your life and your career.

So, I ask you: Do you know your six core values? If you had to name them right now, could you?

Take the time to really think about it. Don’t just settle for values that sound good. Ask yourself what truly drives you, what principles you would never compromise on. Those are your core values.

And if you haven’t yet defined the values that guide your company, now’s the time. It’s never too late to align your decisions with what matters most. If you’d like the same PDF I sent my team, just reply back and I’ll be happy to send it your way.

So, what are your values? What principles will guide the next chapter of your journey?

Stay Inspired,

Sydney Addis