Define company values

The company values is what makes the company a company. Often entrepreneurs project their own values into the new startup.

On a later stage the company values are what the company cultures is build upon.

According to eHow the value statement, along with a mission and vision statement, will form the corporate culture and climate. Guiding principles are positive statements about the core mission of the agency. They share the company’s aspirations with their customers. An example is the following: “We will embrace diversity within our organization and celebrate our employees’ differences.”

Personal value statements depend on each individual. Priorities and values can change through the years, so a company or person’s value statement can be modified depending on the needs of the person or company writing the value statement.

Sample values:

Example: Hallmark

  • Excellence in all we do.

  • High standards of ethics and integrity.

  • Caring and responsible corporate citizenship for Kansas City and for each community in which we operate.


We are certain that there is no achievement which is not a result of patience and stubborn work. What defines the direction of life is not what you do and how you do it. That is why our rule is to do the best we can in the things we are best at. We are convinced that in life we find only what we search with all our hearts. Therefore, we always devote ourselves to the job we do. We do know that failure will never catch us if our decision to succeed is firm enough. That why we hold on it until we succeed. We believe we can achieve our goals.

Example: Microsoft

Microsoft’s value statement is as follows: “As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality.”

Example: Starbucks

Starbucks’ mission statement and guiding principles are as follows: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six Guiding Principles will help us measure the appropriateness of our decisions: Provide a great work environment and treat each other with respect and dignity; embrace diversity as an essential component in the way we do business; apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee; develop enthusiastically satisfied customers all of the time; contribute positively to our communities and our environment; and recognize that profitability is essential to our future success.”