Let's be realistic, It's easy to say you have values, but it's much harder to put them into practice.

Most brands write them once, stick them on a website, and then forget they exist.

Then they wonder why every decision seems so difficult.

Here's the truth: If your values ​​aren't reflected in your decisions, they're just nice words.

What Are Values, Really?

At their core, values are how you make decisions and how you build your business.

They aren't just nonsense; they're principles.

As David C. Baker says,

“Values are the things we will not negotiate, the principles that determine how we do the work.”

They’re not chosen from a list, they’re grown inside the founder.

And no matter the project, those same values show up again and again.

They’re what you stick to, even if you have to walk away from business.

They’re what shape your products, your processes, your people, and your positioning.

Real values ​​should cost you something.

That’s what makes them real.

Rejecting a deal you don't feel is right.

Choosing a slower option because it's the right choice.

Rejecting a new trend because it doesn't suit you.

Rejecting a partnership because it doesn't align with your values.

These are values ​​in action.

Yes, sometimes it can cost you. That's the point.

How to Find Your Values?

Questions to ask:

What distinguishes your business?

Why and when did you decide to start?

Describe the people you like to work with.

Describe the audience that cannot work with them and do not belong to their groups.   

Reflect on peak moments:  Think of 3 to 5 moments in your life when you felt most alive, proud, fulfilled or deeply connected. Ask, what was happening? Why did it matter to me? What values were being honoured at that moment? For example you felt incredible when helping someone launch their business that could point to values like empowerment impact or growth.

Notes what triggers you: Think of 3 to 5 times you felt angry, frustrated or disappointed. Ask, what was being violated? What did I wish had happened instead? For example, you felt frustrated when someone lacked integrity. That might mean honesty or transport is a core value for you.

Final Thought

The right decision is usually the harder one.

Let your values cost you something. That’s how you know they’re real.

And that’s how you build a brand people can actually trust.