Why Every Business Should Have "Value Creation" as a Core Value

"Why are we in business?" When I ask this question at keynotes or in university classrooms, the answer is almost always a big shout out from attendees, “To make money!” But making money is the result, not the reason. I'll write "#3 = Making Money, and then ask, "What's #1 and 2?" Often met with silence, he answers are:

1. Solve a problem

2. Fulfill a need

3. If you do #1 or 2, you'll make money

Too many organizations skip straight to seeking profit, overlooking the foundational purpose of business: value creation: solving a problem or fulfilling a need.

What Is Value Creation?

Value creation is the act—at an individual, team, or organizational level—of solving a problem or fulfilling a need in the marketplace. It’s about delivering products, services, or solutions that matter—making life better for customers, stakeholders, and even society at large. When a business consistently creates value, profits follow as a natural outcome.

Why Value Creation Matters

• Sustainable Success: Companies that focus on value creation build lasting businesses. They inspire customer loyalty, attract investment, and foster innovation—all critical for long-term growth.

• Competitive Advantage: Value creation sets you apart from competitors. It prevents your offerings from becoming commodities and keeps your brand relevant.

• Stakeholder Engagement: When you create value for employees, customers, and investors, you build a virtuous cycle of engagement, productivity, and reinvestment.

• Cultural Impact: Organizations with value creation at their core have cultures that are dynamic, resilient, and purpose-driven. This attracts top talent and retains high performers.
   

The Problem With Most Company Core Values

Most companies have a set of core values—“Integrity,” “Innovation,” “Respect,” “Accountability,” and “Teamwork” are among the most common. While these are important, they often become generic words on a wall, forgotten by employees and rarely lived in daily operations. Research shows that only about 10% of organizations translate their values into observable, teachable behaviors that guide day-to-day actions.

Why “Value Creation” Is Rarely on the List—But Should Be

Despite its importance, value creation is almost never explicitly listed as a core value. Yet, it is the very reason businesses exist. Without a clear focus on how the organization solves problems or fulfills needs, team members can’t connect their daily work to the company’s broader impact. This disconnect leads to disengagement and missed opportunities for innovation and growth.

How to Make Core Values—Including Value Creation—Real

1. Engage Your Team in Defining Values

Involve employees at all levels in identifying the behaviors and leadership attributes they want to see and experience. This ensures that core values are authentic and resonate across the organization.
 

2. Tie Every Value to Observable Behaviors

For each value, define what it looks like in action. For example, if “value creation” is a core value, specify behaviors such as:

• Proactively seeking customer feedback to improve products

• Collaborating across departments to solve client challenges

• Continuously innovating to address unmet needs

3. Embed Values Into Daily Operations

Integrate values into hiring, onboarding, performance reviews, and recognition programs. Celebrate employees who exemplify value-creating behaviors.
 

4. Hold Leaders Accountable

Leaders must model the values consistently. Their actions set the tone for the entire organization.
 

5. Regularly Revisit and Refresh Values

As your business evolves, so should your values. Make sure they remain relevant and actionable.
 

Today's Top 10 Most Common Business Core Values

The following core values are the most frequently cited in business today:

1. Integrity

2. Innovation

3. Accountability

4. Respect

5. Teamwork/Collaboration

6. Customer Focus

7. Excellence

8. Diversity & Inclusion

9. Sustainability

10. Agility/Adaptability 

A Call to Action: Make Value Creation Your North Star

If you want your business to thrive—not just survive—make value creation a core value. But don’t stop there. Ensure every core value is tied to clear, observable behaviors so that every team member knows how to live the culture and influence others to do the same.

When value creation is embedded in your DNA, you empower your people to see the impact of their work, drive innovation, and deliver on your promise to customers and stakeholders. That’s how you build a business that lasts—and makes a difference.

Stop asking, “How do we make more money?” and start asking, “How do we create more value?” The profits—and the impact—will follow.