I used to cringe whenever I saw corporate core values plastered on a website—especially when they were tied to some over-the-top mission or vision statement. You know the ones: full of buzzwords, painfully long, and written like a press release. They always felt forced, like something a consultant said they needed to have, but no one actually lived by them.
But my perspective completely changed during my time at BrightGauge. At first, I thought core values were just another checkbox on the “things companies should have” list. But then I had to fire someone. Not for poor performance. Not for crossing any ethical lines. He just didn’t fit. Something was off—not in his skills, but in how he approached work, interacted with the team, and aligned (or didn’t) with the energy of the company. That’s when I realized: what I was trying to articulate was that he didn’t match our Core Values.
This is why the Core Values tool as a part of the V/TO™ (aka Vision/Traction Organizer™) is such a game-changer. Gino Wickman didn’t invent the concept, but he packaged it in a way that makes it powerful, practical, and easy to implement—especially when paired with the People Analyzer™. Core Values stop being just words on a wall and become a tool for hiring, decision-making, and even those tough conversations when someone isn’t the right fit. If you actually integrate them into your organization, they become a superpower.
At Strety, we use Core Values regularly. They’re baked into our People Analyzer™, guiding how we assess our team. We have 12 people working with us today, and every single one of them aligns with our Core Values. We see it, we feel it, and it makes our culture strong.
Our three Core Values are simple:
- Humble
- Passionate
- Good
Or HPG, as we like to say.
What’s interesting is that after I sold BrightGauge, I realized something important: those company Core Values? They weren’t just about the company. They were my personal Core Values. That’s why BrightGauge felt like such a great place to work—because it reflected what I truly believed in. And when you build a company around the values that genuinely matter to you, it creates a culture where the right people thrive. And when people are thriving at work, they get amazing things done while having fun. I truly believe Core Values are foundational to success and calm growth in your business.
So if you’re skeptical about Core Values, I get it. But I encourage you to push past that initial reaction. Yes, a lot of companies do them wrong. Yes, they can be corporate fluff if they’re not taken seriously. But when done right, they simplify everything—hiring, leadership, tough decisions. They become the foundation of your culture.
Dig deep. Find a few short, meaningful phrases that define what truly matters to your organization. And when you do, you’ll see the difference—faster hiring, smoother team dynamics, and a sense of clarity when someone just doesn’t fit.
Core Values aren’t cheesy when they’re real. They’re a superpower.
