Core values speak to something that's beyond the demographics that are obvious on the surface. So, demographics of this on the surface or age, color of the skin, gender, sexual orientation, these are things that we tend to categorize people as that core values speak to things that are deeper than just how we look.

If a company actually doesn't even have clarity about what their core values are, then this is a hard thing to even start with. Start with the idea of no more than six core values, I think fours and even better number, which is these are the values that are that a company holds dear. They want to they want to continue no matter how the company grows into the future. So, even if the company went into new business lines, they would actually still value these core values.

Tony Hsieh at Zappos suggests, if you come up with a core value, it is so generic such that if you put it into Google, you would never see your company core value come up, it means that you haven't gotten specific enough about how it's unique to your company.
So these are quite unique to your company, a fingerprint for the company. Then once you have that, you help people in the organization known how those core values show up as behaviors in the company do.

So let's use an example, if we said that the company is relentlessly resourceful. That's another way of saying we're entrepreneurial, that's a nice way to put it. We are relentlessly resourceful, then how would that show up as a behavior? What would show up that? People are really thoughtful about how they spend money, and there's a real sense that we like to be scrappy. When we're interviewing candidates to potentially join the company, we asked them an interview question of “Tell me a time when you were relentlessly resourceful”, and see what they come up with.
In essence, your interview questions can really be just almost like a checklist of your core values. How does this person show up? And do they have a good story and history of living that core value.

So at the end of the day, just know that core values are almost the invisible glue that brings people together. The more global the company, the more virtual the company, in terms of people not being in the same location all the time, the more important the core values.

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