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Our values drive our decisions. They vary widely, are highly personal and may change as we move through different stages of life. When our behaviors don’t align with our values, the disconnect causes us to feel troubled and unhappy. But when our values and our actions align, we feel it. Energized and uplifted, we are living into our purpose.

Values are just as important to organizations as they are to individuals, but defining and embracing them can be a challenge. An organization, as both a collection of individuals and an entity all to its own, doesn’t have innate clarity. Instead, its leadership must codify, celebrate and then live out the organization’s values. Doing this well not only facilitates corporate decision making, it also builds focus among colleagues and credibility with customers.

Moore recently paused to re-evaluate and elevate our values. We are fortunate to have a strongly defined, even beloved, work culture, which made the process more celebratory than odious. We love where we landed and want to share our values with you:

• Be for the team and the rest will follow.

• Reach communities by doing good.

• Imagine the possibilities with passion.

• Never lose our winning spirit.

• Give clients our best.

We strive to BRING it, every day. And when we bring Moore, our clients can expect more. These are the values that set us apart, that drive our decisions, that equip our purpose.

If you decide to re-evaluate your organization’s values, you might draw inspiration from what other companies have chosen. We were charmed by financial services adviser The Motley Fool, in particular the playfulness of their last value.

• Collaborate: Do great things together.
• Innovate: Search for a better solution. Then top it!
• Fun: Revel in your work.
• Honest: Make us proud.
• Competitive: Play fair, play hard, play to win.
• Motley: Make Foolishness your own. Share your core value _____________.

Another strong example comes from our longtime client Ford, which calls its values “Our Truths” and gives them a graphical representation. “Put People First” appears right at the top.

We found the process of refreshing our values to be meaningful and energizing. If your organization could similarly benefit, here are three parting pieces of advice for your journey:

• Values should be authentic. Don’t leave a gap between what you say and what you do. Make sure the messages ring true for both internal and external audiences.
• Values are more than aspirations. They drive key questions, such as: Would you hire based on your values? Fire based on your values? Would you choose not to do business with certain clients based on your values?
• Values are more than a marketing campaign. They need to live on more than a mug or a framed poster. Leadership must repeat them often. Call attention to employees or moments that exemplify your values.

Your company values are the lifeblood of your organization — ensuring all your employees are working toward the same goals. Values support the company’s vision and shape its culture. As you evaluate your company’s success this year, take a moment to ensure the business decisions that led to the success aligned with your company values. This will ensure the greatest momentum for the new year.