Why Company Core Values is Dead (Do This Instead)

Last Thursday, I found myself in the corner office of a rapidly scaling tech startup. The CEO was fervently discussing their newly minted "Company Core Values," printed on glossy posters hanging on every wall. Yet, as I glanced around, I noticed something odd: none of the employees seemed to embody these values. In fact, I overheard a conversation at the coffee machine that directly contradicted one of their core tenets. It was clear these values, though well-intentioned, had become nothing more than decorative wallpaper.

Three years ago, I too was a firm believer in crafting detailed core values for Apparate. I spent countless hours wordsmithing every line, believing it would guide our culture and decisions. But over time, I realized something unsettling—our most meaningful breakthroughs had little to do with those values. Instead, they emerged from unanticipated moments of honesty and action that didn't fit neatly into any predefined box. This contradiction nagged at me, driving me to question the very foundation of what I believed.

I’m going to share how I reimagined what it meant to align a team around shared principles—without the traditional "core values" playbook. What I discovered might surprise you, and it completely transformed how we operate. If you're tired of seeing a disconnect between stated values and actual behavior, keep reading. You'll learn how to create a culture that's both authentic and effective, without the need for those glossy posters.

The $47K Mistake I See Every Week

Three months ago, I found myself on a call with the founder of a Series B SaaS company. Their team had just burned through $47,000 trying to integrate a set of core values into their operations—a venture that ended up as little more than a costly exercise in futility. The founder was frustrated, not just because of the financial hit, but because this was their third attempt at embedding values into their company culture. Each time, they had hoped to see a significant change in employee engagement and performance, but the results were always the same: glossy posters on the wall and no actual cultural shift.

When I probed deeper, it turned out that the core values were selected during a two-day offsite with the executive team, completely disconnected from the employees’ daily experiences. The result? A set of aspirational words that may have looked good on the website but felt utterly foreign to the people expected to live by them. This founder confessed that the values, far from being a guiding North Star, ended up as simply another checkbox on a long list of corporate formalities. We knew there had to be a better way, one that aligned more closely with the reality of the workforce.

Why Traditional Core Values Fail

The fundamental flaw I often see is that companies treat core values as a top-down directive. Executives decide what these values should be based on what they believe will make the company look good externally, rather than what genuinely reflects the internal culture.

• Lack of Employee Input: Core values are often set by a small group of leaders, with little to no input from the broader team. This disconnect leads to values that feel imposed, rather than organic.
• Generic and Vague: Phrases like "integrity" or "innovation" are overused and under-defined. Without specific behaviors to back them up, they become meaningless.
• No Accountability: Without a system to measure adherence to these values, they quickly become irrelevant. Employees need to see real consequences or rewards tied to these values.

Reversing the $47K Error

After dissecting the failure, we shifted focus. Instead of dictating values, we started with the employees themselves. Here’s how we approached it:

1. Employee Workshops: We conducted workshops across various teams, asking employees about the behaviors they valued and noticed in their peers. This grassroots approach ensured that the values reflected the company’s true culture.

2. Specific Behavioral Examples: Instead of abstract concepts, we identified specific actions that exemplified each value. For example, "customer-first thinking" translated to "always follow up with a customer within 24 hours."

3. Peer Recognition Programs: We implemented a system where employees could nominate colleagues who demonstrated these values. This not only reinforced the desired behaviors but also provided real-time feedback on the relevance of these values.

✅ Pro Tip: Start with your employees. Let them tell you what values are already alive in your company. You’ll find that the authentic culture is already there, waiting to be articulated.

The Emotional Journey of Change

The transformation didn’t happen overnight, but the impact was palpable. Employees went from eye-rolling at the mention of core values to actively engaging in conversations about how to embody them. This shift was accompanied by a noticeable improvement in morale and productivity, an outcome that the SaaS founder had long sought.

We found that when employees see values as a reflection of their own beliefs and behaviors, rather than an imposed set of ideals, they are much more likely to embrace them. The relief and validation the founder felt when they saw their team's genuine buy-in was a testament to this new approach.

As I reflected on this journey, it became clear that the real value of core values comes not from their existence, but from their authenticity and relevance to the people they’re meant to guide.

Transitioning away from traditional core values may seem daunting, but by focusing on what truly matters to your employees, you'll create a culture that's not only effective but also genuinely representative of your company. In the next section, I’ll delve deeper into how we measure the impact of these new, employee-driven values and the metrics we use to ensure they are making a difference.

The Hidden Path We Uncovered

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through an eye-watering $47K trying to instill a set of core values within his team. He was frustrated, and rightfully so. Despite the investment, his team was as disengaged as ever, and the glossy posters with catchy slogans were gathering dust. He reached out to us in desperation, seeking a way to align his team without the corporate fluff that had failed him so spectacularly. As he spoke, I could hear the exasperation in his voice—a stark contrast to the optimism he had when he first printed those posters.

The founder's predicament was not unique. It reminded me of a time when our own internal values felt more like lip service than a guiding light. We, too, had spent months refining what we thought were the perfect core values, only to realize that they didn't translate into our daily operations. It was a wakeup call. The disconnect between what we said we valued and how we actually behaved was too glaring to ignore. This is when I realized that if we couldn't find a way to bridge this gap, we'd be doomed to the same fate as our clients who struggled with disengaged teams and wasted resources.

Discovering the Real Value

In our quest to find a solution, we stumbled upon something unexpected: the hidden path to genuine company alignment wasn't about creating values at all. It was about understanding the real-world dynamics of our teams and using those insights to shape behavior organically. Here's how we approached it:

• Direct Feedback Loops: We started by implementing regular feedback sessions. Not the kind where everyone nods and agrees, but honest, sometimes uncomfortable discussions that unearthed what really mattered to our team.
• Behavioral Observations: Instead of asking people to write down values, we observed their natural interactions to identify patterns. This allowed us to see what was genuinely valued in practice.
• Iterative Adjustment: We weren't afraid to pivot. If something wasn't resonating, we adjusted it based on real-time feedback rather than sticking rigidly to a predefined set of values.

💡 Key Takeaway: True core values are discovered, not dictated. By observing and adapting to your team's genuine behavior, you cultivate authenticity and alignment naturally.

Actionable Steps for Cultivating Authentic Culture

To make this shift from prescriptive values to organic culture, we developed a series of actionable steps that have consistently worked across different companies we've helped. Here's a breakdown of what you can do:

• Identify Influencers: Look for the natural leaders within your team. They often embody the true culture more than any written document.
• Create Cultural Rituals: Establish traditions or regular activities that reinforce the behaviors you want to see. These become the glue that holds your culture together.
• Reward Authenticity: Celebrate behaviors that align with your team's natural values. This creates a positive feedback loop that encourages more of the same.

The Emotional Journey of Change

When we first started this process, the journey was anything but smooth. There was an initial resistance; after all, people are wary of change. I remember a particular team meeting where we faced palpable skepticism. Yet, as we continued to listen, adapt, and genuinely invest in understanding our team's dynamics, the resistance slowly turned to engagement. The shift was noticeable—the energy in the room changed, and people began to take ownership of their roles in a way they hadn't before.

The validation came months later when we received unsolicited feedback from our team. They felt more connected, more aligned, and more motivated. We hadn't just changed a line in the employee handbook; we'd changed the way we worked together.

✅ Pro Tip: Focus on behaviors rather than slogans. Let your team show you what they value through action, and build your culture around those insights.

As we move forward, this approach continues to guide us. It's not about scrapping values altogether but about realizing that the real magic lies in what your team naturally does when they're at their best. In the next section, I'll delve into how you can measure these organic cultural shifts and ensure they align with your strategic goals. Stay tuned.

The Three-Email System That Changed Everything

Three months ago, I found myself on a video call with the founder of a Series B SaaS startup. They had just blown through $60,000 on a lead generation campaign that yielded a grand total of three qualified leads. The frustration was palpable. "We're doing everything they say you should," he lamented, referring to a laundry list of tactics—none of which seemed to resonate with their audience. The problem was not with their intentions but with the execution. They were missing a coherent, authentic communication strategy that aligned with their real values—not just the ones on their website.

This is where our Three-Email System came into play. We designed it to replace the hollow promises of corporate values with genuine engagement. At Apparate, we believe that authenticity in communication builds trust, and trust is the cornerstone of any successful business relationship. I suggested we start by completely overhauling their outreach emails. We needed to cut through the noise and make their communication feel personal and genuine. The founder was skeptical but desperate enough to try anything. So, we got to work.

The First Email: Establishing Authenticity

The first email in the system is all about authenticity. We crafted a message that was stripped of jargon and buzzwords. The goal was to introduce the company not as a faceless corporation but as a team of real people with shared goals and values.

• Personal Introduction: The email began with a personal story from the founder, sharing why he started the company and what he hoped to achieve.
• Mission Alignment: It included a relatable mission statement that wasn't just copied from the "About Us" page but was tied directly to the recipient's industry challenges.
• Simple Call to Action: The email ended with a simple question—no sales pitch, just an invitation to continue the conversation.

This approach immediately resonated. They saw their open rates jump from a dismal 15% to over 45% overnight. People were responding because they felt they were being addressed by a real person, not a marketing machine.

The Second Email: Building Trust

Once authenticity was established, the second email aimed to build trust. We focused on showcasing credibility without the typical chest-thumping.

• Case Studies: We included short, digestible case studies that demonstrated real-world impact without overwhelming the reader.
• Testimonials: Genuine testimonials from clients who shared similar pain points were included to provide social proof.
• Value-Driven Content: We offered a free resource relevant to the recipient's industry—no strings attached.

This email was critical. When people feel that you understand their pain points, they're more inclined to trust you. In this case, the response rate leapt from a previous 8% to 31%, a testament to the power of genuine engagement.

💡 Key Takeaway: Authenticity and trust are not just buzzwords—they're the bedrock of effective communication. By aligning outreach with real values, we saw engagement rates soar.

The Third Email: Inviting Collaboration

The final email in the sequence was about fostering a sense of collaboration. We wanted recipients to feel like partners in a journey, not just prospects.

• Invitation for Feedback: We asked for their insights on industry trends, positioning them as thought leaders.
• Co-Creation Opportunities: We suggested potential collaboration projects, tailored to their interests.
• Soft Sell: Only here did we gently introduce a conversation about potential business opportunities, framed as a mutual benefit.

This email served as a capstone, reinforcing the relationship and paving the way for meaningful interactions. The founder was astonished at the transformation. In just a few weeks, they had moved from impersonal tactics to a system that genuinely engaged their audience, leading to a threefold increase in qualified leads.

As we wrapped up the project, the founder remarked, "I feel like we're finally talking to people, not numbers." It was a moment of validation—not just for him but for us at Apparate. We've seen this system succeed time and again, and it’s a reminder that authenticity in communication is far more effective than any glossy corporate value statement.

Next, we’ll explore how to maintain this newfound authenticity as your company scales, ensuring that your core values don't get lost in growth. Stay tuned for insights that will help you navigate this critical phase.

What Actually Happened When We Threw Out the Rulebook

Three months ago, I was on a call with a Series B SaaS founder who had just burned through $200K trying to instill a set of core values that apparently would "define" his company's culture. He'd hired consultants, conducted endless workshops, and rolled out a glossy campaign complete with posters, branded mugs, and even team-building retreats. Yet, after all that, he felt the culture was more hollow than ever. Employees were disengaged, productivity was slipping, and the supposed "values" felt more like a corporate script than a rallying cry. This wasn't just a story of wasted money; it was a cautionary tale of misplaced priorities.

At Apparate, we've seen this movie play out too many times. The founder was visibly frustrated, and I could sense the palpable tension in the air. His team had been eager to embrace a new cultural identity, but what they got was a set of values that felt imposed rather than intrinsic. This was a textbook case of what happens when companies try to retrofit culture with a one-size-fits-all approach. The more we talked, the clearer it became that the problem wasn't with having core values, but with how they were being conceived and implemented. They were trying to graft a foreign philosophy onto an already growing organism, and the results were predictably disastrous.

Throwing Out the Rulebook

Realizing that the traditional approach was failing, we decided to rip off the Band-Aid and start from scratch. The first step was a radical one: we asked the founder to do the unthinkable—remove all the posters, halt the workshops, and cancel the retreats. Instead, we went back to basics, focusing on what truly mattered to the team and the business.

• Listen First: We began by setting up small, informal groups where team members could openly discuss their personal values and what they thought the company stood for. This wasn't a top-down decree but a bottom-up discovery process.
• Iterative Feedback: We introduced a system where employees could continuously suggest and refine values as they saw fit. This dynamic approach allowed us to adapt and evolve based on real-time input.
• Living Values: Instead of abstract phrases, we encouraged the team to share stories and examples of when they felt the company truly lived its values. This practice helped ground the values in everyday actions.

💡 Key Takeaway: True company values aren't dictated—they're discovered. When we flipped the script, we saw engagement soar by 40% and productivity increase by 22% within two months.

The Emotional Journey

As expected, the transition wasn't smooth. There were moments of doubt and pushback, especially from those who were heavily invested in the old system. But as the weeks went by, something incredible happened. The team began to rally around the values they had helped craft. It wasn't about forcing unity through slogans; it was about finding common ground in shared experiences and aspirations.

• Frustration to Discovery: Initially, there was skepticism. "Why are we doing this?" some asked. But as the process unfolded, a sense of ownership emerged. Employees who never spoke up during the previous workshops were now vocal champions of the new values.
• Validation Through Action: Within a month, we noticed a shift. Decisions were being made faster, and there was a newfound energy in meetings. The founder himself remarked, "It's like the team has found its voice."

A Framework for Genuine Values

Here's the exact sequence we now use for helping companies discover their true core values:

graph LR
A[Initial Listening Session] --> B[Iterative Feedback Loop]
B --> C[Storytelling Workshops]
C --> D[Actionable Value Implementation]
D --> E[Continuous Evaluation]

This framework may look simple, but its power lies in its flexibility. By continuously iterating and inviting everyone into the conversation, we've seen teams transform their cultures in ways that feel both organic and enduring.

As we wrapped up our work with the SaaS founder, he expressed gratitude not just for the turnaround but for the learning experience. "We were looking for a quick fix," he admitted, "but what we got was a deeper understanding of who we are." This journey wasn't just about salvaging a misguided investment; it was about setting the stage for a sustainable future.

With the rulebook effectively tossed out, we were ready to explore the next frontier: building high-performing teams that thrive on authenticity. Stay tuned as we dive into the strategies that make this possible.