Your Corporate Values Are Costing You Money

In April, I was working with an HR Executive whose team had spent the last year researching and developing a new set of corporate values.

The team was excited to finally present the values to leadership. This was supposed to be their moment. But when the day came.

Crickets.

No compliments. No objections. Just…nothing.

Why? Because no one on the team could answer this one simple question:

What are these values for?

And sadly, this isn't the first time I've heard this story.

The Real Cost of Unguided Values

Most values aren’t rejected because they’re wrong. They’re rejected because they don't guide ANYTHING.

And when values don’t guide action, they do the opposite:

They confuse teams.
They lead to performative behavior.
They create fiction instead of alignment.
They quietly erode trust in decision-making.
And when decision-making stalls, so does growth and progress.

And here’s the part no one says aloud:

If it’s taken your team six months, or a full year, to launch your values and the response is silence? Or worse, they disappear into the void. That’s not just disappointing. THAT'S EXPENSIVE!

I don’t just mean in money, either. I mean: Time. Energy. Focus.

Because while your values were being reviewed, refined, and wordsmithed (to death!) the world kept shifting underneath you.

New tariffs and regulatory changes disrupted operations.
Customers started asking questions about impact and ethics.
Global conflict reshaped internal morale.
Political tension crept into Slack.
Entire departments reorganized.

And here you come, launching values built for a version of your company that no longer exists.

These values no longer reflect what your team is navigating or speak to where your business is headed.

You’re not launching a vision. You’re launching a time capsule.

Introducing RE:Values

So… what’s the solution?

Well, I call it RE:Values, my proprietary process for examining each value through the lens of today’s business and cultural landscape, not the one you were operating in a year ago.

We look at market shifts, team tensions, political pressures, customer expectations and ask: Does this value still hold and does it guide anything?

From there, we rebuild by defining:

The Boundaries — what this value refuses to justify.
The Non-Negotiables — what must always hold true.
The Decision Filters — how this value shows up in hard moments, under pressure, and when it counts.

Your leaders walk away with a strategic tool (not a slogan) that helps them make decisions, align teams, and scale with integrity.

These values adapt and evolve. And when the value no longer serves your company, you let it go.

That’s what the RE:Values process makes possible.

Want to See RE:Values in Action?

FIRST: Try our RE:Values Generator.

Drop in ONE of your current company values, answer two quick questions, and get a recalibrated version delivered to your inbox in less than 5 minutes.

Try Our RE:Values Generator

Then you tell me.

If it hits—if it feels like this is what you’ve been missing, then let’s talk about bringing the full RE:VALUES Reset into your organization.

Whether it’s a live workshop, sprint, or custom realignment tool, I’ll help your team go from vague aspiration to changed behavior in days, not months or years.

Schedule RE:Values Reset Call

You don’t have to rewrite everything. Just start with one.
One recalibrated value can re-anchor an entire organization.

With Warmth & Bravery,