Three-Step Values Framework

A framework for creating meaningful company values that actually drive behavior and culture, rather than being empty statements like "painted chicken" (referring to Subway's fake grill marks despite claiming "Eat Fresh").

Why Most Company Values Don't Work

• Most organizations have values that are just "table stakes" (like honesty)
• Values without trade-offs mean nothing
• Generic values don't influence behavior when the boss isn't around
• Values need to acknowledge their cost to be meaningful

Three-Step Framework for Meaningful Values

1. Choose One Thing

   • Focus on a single defining characteristic
   • Pick what your company will be exceptionally good at
   • Examples:
     • Facebook: Moving fast
     • Apple: Thinking differently
     • Nike: Action

2. Acknowledge the Trade-off/Cost

   • Make the value real by stating what you'll give up
   • Example: Facebook's "Move Fast and Break Things"
     • Most companies agree with "moving fast"
     • Few willing to acknowledge "breaking things" part
     • The trade-off makes it meaningful
   • Values aren't free - must sacrifice something

3. Make it Catchy/Provocative

   • Phrase it in a way that turns heads
   • Make it memorable and sticky
   • Examples:
     • "Don't be evil" vs "Be good"
     • "Just do it" vs "Do it"
     • The word choice matters for impact

Key Principles

• Culture = What people do when the boss isn't around
• Values must have real trade-offs to mean something
• Memorable phrasing helps values stick and spread
• Values should differentiate you from competitors
• Must be willing to pay the price for your values