Defining Your Core Values — and Why Less Can Be More
In every team environment, whether in sport or business, the question often arises: What do we truly stand for? That question points directly to core values. When clearly defined, core values act as a compass for behavior, decision making, and culture. Research across both corporate and athletic teams consistently shows that when people understand and align around shared values, engagement, trust, and performance all rise.
Why Core Values Matter
Core values give teams direction and clarity. They shape how people interact, how they handle adversity, and how they pursue success together. Studies on organizational culture and team performance have found that when individuals see a clear connection between their personal values and those of their team or company, they report higher satisfaction, stronger motivation, and better collaboration. In short, shared values don’t just make people feel good — they make teams perform better.
The Risk of Too Many
A common mistake leaders make is trying to include every positive word or trait they can think of. The intention is good, but the result is confusion. When a team claims to value ten or twelve different things equally, none of them stand out as true priorities. Research on company culture shows that teams with a small number of clearly defined values — usually between three and five — experience greater alignment and consistency in behavior. Too many values dilute the message and make it hard for people to know what really matters.
Think of it this way: if your values are meant to serve as a compass, a long list makes the needle spin. A focused few keep the team pointed in the right direction.
How to Define and Prioritize
Start with what drives you. Identify the beliefs that genuinely influence how you lead, compete, and collaborate. Ask yourself: if we lost this value tomorrow, would our identity as a team change?
Look for distinctiveness. Many teams claim values like integrity or teamwork. While these are admirable, the real question is what sets your group apart. What do you uniquely stand for that others might not?
Translate values into behavior. A word like accountability means little without examples. Define what it looks like in action — how it shows up in meetings, in competition, or in how teammates treat one another.
Keep it alive. Core values should not live on a poster. They should live in conversation, reflection, and daily routines. Teams that revisit their values regularly and use them to guide feedback, recognition, and decision making are far more likely to sustain them.
The value of using a diagnostic tool
Defining core values can be challenging. It is easy to get stuck in the “what sounds good” zone or to create a list that feels too broad. To help with this, I am developing a guided tool designed to help teams identify, prioritize, and embed their true core values.
This diagnostic tool helps groups and individuals:
Recognize the behaviors and beliefs that already define them
Narrow down to the few values that drive success and cohesion
Translate those values into practical, daily action
Build accountability and alignment around what matters most
Whether you are leading a team of athletes or a corporate group, the process offers clarity, direction, and renewed commitment to a shared identity.
Why It Matters
When your values are clear and focused, decisions become easier and culture becomes stronger. In both research and real-world practice, the most cohesive and resilient teams are not the ones with the longest list of ideals. They are the ones who can confidently say, this is who we are — and live it every day.
If your team is ready to define and focus its core values, I would love to help you start that process. You can connect with me to learn more about the this work and begin building a clearer, stronger foundation for your team.
