Core Values Aren’t Just for Show—They’re Your Company’s Compass

It became a common practice for businesses to proudly display their core values—on the wall, the website, even the breakroom fridge. But too often, these values are treated like marketing tools rather than a lived, internal code of conduct. And that’s where the disconnect begins.

Core values aren’t about what you want people to believe about your business—they’re about how you show up, every day, for your customers and your team.

They should serve as your company’s compass: guiding decisions, shaping culture, and holding leadership accountable. But if your values exist only in theory, and not in practice, they’re worse than meaningless—they’re misleading.

Take transparency, for example. It’s one of the most overused and under-delivered values I’ve seen. I’ve worked with companies who claim transparency is a core value—while asking employees to post fake Google reviews, hiding mistakes from clients, or failing to communicate openly with their own team. That’s not transparency. That’s performance.

If you declare transparency as a value, you need to:

• Be honest when mistakes happen (and make it right).

• Communicate openly and consistently with your team—not just top-down, but across the board.

• Allow space for feedback, even when it’s uncomfortable.

• Treat your customers with the same honesty you expect from them.

The truth is, core values should be built into the DNA of your company—reflected in hiring, training, service, and leadership. If they’re not lived, they’re just words. And customers and employees can spot that disconnect faster than you think.

So if you’re a small business owner or leader, here’s my challenge: Revisit your core values. Are you living them? Do your employees feel them? Would your customers recognize them in how you operate?

If not—don’t scrap them. Realign. Build systems that support them. And remember: Your values aren’t about you. They’re about the experience you create for others.

At Skyz Coaching, we help businesses do more than just write their core values—we help them live them.

From building internal culture and hiring practices that align with your values, to choosing the right vendors and even filtering your client base, we guide leaders in creating organizations that walk their talk. Because when your values are more than words, everything changes—from how your team shows up to how your customers experience your brand. When they are part of your company DNA, truly, then they can and should be used in your marketing efforts.

Ready to build a business that truly reflects what you stand for? Let’s talk. info@skyzcoach.com