Once we see the importance of values, the next challenge is defining them—whether as a leader or entrepreneur. If they’re just nice-sounding slogans, it’s no surprise only 27% of employees feel connected to them (Gallup, 2022).

When employees co-create and refine company values, they not only become more visible—they become real. Themes like teamwork, collaboration, win-win solutions, and honest feedback often emerge as authentic starting points.

As Vera Pistyur summarises:

“Even if we try to rely on data and rationalize our decisions, at the end of the day, we return to those values and stories that help us understand what would have been—or what still feels like—the right decision to make.”