Why Your Core Values Are Useless (The 2% Rule)

That core values are critical. People talk about company culture and people talk about building great brands and people talk about core values and kind of putting them up on the walls and stuff like that. There's a lot of work around company core values. Those intersect with individual core values. When I present on this stuff, I do a sort of, I know you're all rolling your eyes when you hear me say core values, and then I put up these lists of all these one-word core values and integrity and family, and this is why people roll their eyes. But when you, you know, talking in the corporate world, when you and I have seen companies that have incredible cultures, they tend tend to have differentiated core values that don't sound like what everyone else says, and they're rewarding them and making decisions on them. It's very much the same for individuals, except they haven't been given a similar process or reason or understanding why that's important to them.