Chapter OneThe Collapse of Core Values

What Are Core Values?

When I want to figure out what something is, I often begin by figuring out what it isn't. That's how I determined the definition of what a core value is for this book.

In researching the definitions of core values, I discovered what others have expressed to be their core values. I looked at what various companies and organizations and individuals said their core values were. I saw lots of words like teamwork, passion, enthusiasm, punctuality, safety, fun, flexibility, ethics, love, creativity. These are all fine words, but none are core values.

These words might be principles for your life or business to practice. Some are simply ideals. Some are just nice things to say on your company website for your customers to read. But they are not core values by my definition.

Core values are different from traditional values. The idea of traditional values has been hijacked by various political and religious groups using those words to promote their particular beliefs. You won't find any of those things mentioned here. For me, core values run deeper.

So for more help on what a core value is, I went to some of the published definitions:

According to, the definition of core value is:

The core values are the guiding principles that dictate behavior and action. Core values can help people to know what is right from wrong; they can help companies to determine if they are on the right path and fulfilling their ...

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