How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (2023)

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When we started Hotjar in 2014, the four co-founders and I knew what we wanted from each other: the ability to move fast, stay lean, self-manage, and take ownership. We didn’t need to write any ofit down as our official company values: we just acted in line with those principles and kept one another in check every day.

Fast forward to 2019, when we’ve grown into a company of 70+ people spread across 19 countries. At this point, company values play a crucial part in how the company is shaped and grows — and, as the CEO, it’s my job to own these valuesandthe culture of Hotjar.

In this article, I’m sharing what I’ve learned about company values in the past five years at Hotjar: why they are important, where to look for inspiration, and how to go about articulating and implementing them.

Behind the scenes

David Darmanin

Last updated

18 Aug 2022

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (2)

Table of contents

  • What are company values?

  • 4 elements of effective company core values

  • 70 examples of company values from 10 of the world’s largest organizations

  • How to define and implement company values: how we did it at Hotjar

  • Other examples of company values from cutting-edge companies

  • Company values FAQs

What are company values?

Company values(also called corporate values or core values) are the set of guiding principles and fundamental beliefs that help a group of people function together as a team and work toward a common business goal. These values are often related to business relationships, customer relationships, and company growth.

Examples of company values

Company values don’t have to be unique; they should be what your company wants to see in itself and its employees. Some examples are:

  • Loyalty

  • Honesty

  • Trust

  • Ingenuity

  • Accountability

  • Simplicity

  • Respect

  • Value-centricity

Why are company values important?

From a business perspective, having a core set of company values makes iteasier for a company to make decisions,foster teamwork and help employees collaborate,quicklycommunicate principlesto clients and customers, andhire employeeswith the right attitude.

The way I see it, creating a business is a bit like creating a community: if you want the community to act as a group, you need a shared code/vision/identity/ethos, an organizational culture that drives whom you choose to invite in and how the community functions as a whole. If you don’t own, define, and care about the values of your community, they will evolve on their own, potentially in ways that hurt your business.

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (3)

The Hotjar team in December 2018

4 elements of effective company core values

1. Lead with your vision statement

A vision statement describes an ideal vision of the impact a company will have on the world. When we started Hotjar, our vision statement was to “change the way the web is built by democratizing analytics and feedback.”

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (4)

Your company values are the principles that support this vision: before you can articulate effective company values, you need to think about what impact your company can have on people (even if it’s a tiny niche) and write a sentence that sums up that ideal scenario.

2. Keep your values unique

We’ve all heard values like ‘think big’ or ‘be curious’ from a handful of giants like Netflix and Amazon; it’s not unusual that smaller companies are influenced by them and end up having pretty much the same values.

I’m not saying it’s a bad thing. But an effective company value should beunique to your company and experience. It’s easier to hide behind sweeping formulas that sound great but don’t really apply to you—so if you are a 100% profit-driven organization, embrace that. Use your values to make sure you hire people that think the same, unique way.

3. Make values simple to understand and remember

There’s no point crafting the perfect set of values if nobody in your company can recall them. Ashort, bullet-point listof simple, single-sentence values will be easier to remember in everyday working life and help guide your teams’ decisions.

For example, right now our longest company value (be bold and move fast) is just five words long.

4. Evolve your values over time

When your company grows, the values you wrote early on might not be completely relevant to where you have arrived. As new opportunities and challenges arise, you may need to update your values. You’ll see what I mean in the next section: dynamics change as the number of employees grows, and different things become more or less important.

Re-examine company values as your team growsand get feedback from existing employees to help guide the process.

70 company value examples from 10 of the world’s largest organizations


Google has a list of 10 company values called “Ten things we know to be true”:

  1. Focus on the user and all else will follow.

  2. It’s best to do one thing really, really well.

  3. Fast is better than slow.

  4. Democracy on the web works.

  5. You don’t need to be at your desk to need an answer.

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  6. You can make money without doing evil.

  7. There’s always more information out there.

  8. The need for information crosses all borders.

  9. You can be serious without a suit.

  10. Great just isn’t good enough.


Amazon defines a list of14 leadership principlesthat influence decision making:


At Uber, company values are called “cultural norms”:

  • We build globally, we live locally.

  • We are customer-obsessed.

  • We celebrate differences.

  • We do the right thing.

  • We act like owners.

  • We persevere.

  • We value ideas over hierarchy.

  • We make big bold bets.


Nike uses a simplemission statement(“Bring Inspiration And Innovation To Every Athlete* In The World *If You Have A Body, You Are An Athlete.) alongside a shortlist of values:

  • We dare to design the future of sport

  • A team that’s empowered, diverse and inclusive

  • The world is our community

  • A fair sustainable future for every athlete


Netflixdefines their company values around the core philosophy of “people over process”:

  • Judgment

  • Communication

  • Curiosity

  • Courage

  • Passion

  • Selflessness

  • Innovation

  • Inclusion

  • Integrity

  • Impact


Apple lists their company values on the footer of every page on their website:


VWdeveloped their company values with the involvement of staff across the world:

  • Genuine

  • Courageous

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  • Customer-oriented

  • Efficient

  • Mindful

  • Together


The Walt Disney Company doesn’t use a single list of company values but instead combines theirmission and value statements:

“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”


Microsofthas a list of 6 core company values:

  • Innovation

  • Diversity and inclusion

  • Corporate social responsibility

  • Philanthropies

  • Environment

  • Trustworthy Computing


Slacklists 6 core company values… with emojis:

  • ❤ Empathy

  • 💁Courtesy

  • 🌻Thriving

  • 🔨Craftsmanship

  • 🙆Playfulness

  • 🙌Solidarity

How to define and implement company values: how we did it at Hotjar

In the first six to nine months of Hotjar, we didn’t have any formalized values: the four co-founders and I were working together and figuring things out as we went. One of the things we were aiming for was being lean and shipping fast, and we didn’t need to write it down—we just made sure everybody was being lean and shipping fast, and corrected as we went.

Hotjar’s company values, round 1 (2015): articulating values for an early-stage startup

Things started to change when we prepared to hire our first team members. Defining our values became crucial becausewe needed a set of principles to help us choose the people we wanted to bring onboard.

Step 1 - speaking with individual co-founders

I started off by having an informal chat with each of the co-founders, talking through what we liked and cared about in the way we worked together.

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (5)

4 of Hotjar's 5 cofounders in September 2014

Talking one-on-one was very important for balance.In a group situation, when you have a mix of people who like to listen and people who are more talkative, the conversation might go in the direction of the more dominant speakers. I wanted to avoid this and make sure our values would be balanced and reflectallof the founders’ personalities.

Step 2 - looking to others for inspiration—but proceeding with caution

Being fast and lean was important to us, so I spent time reading about lean principles in books likeSelling the Invisible, which explains why speed of service and speed of acting are so important. I had also been recommendedDelivering Happiness, which is about creating a happy culture and a profitable business.

On top of this reading list, I looked at the values of companies like Basecamp, MailChimp, Atlassian, InVision, who were kind of ‘breaking the rules’ back then, in terms of not really sticking to the status quo and to the typical way companies had been built before. A lot of these were either bootstrapped, capital-efficient, or remote, so I knew we had something in common.

Of course, I had to remind myself that Hotjar was still really, really small.Values that inspire hundreds of people in a big organization might not make sense for a tiny group of people who are putting in hard workto survive. It’s a big mistake I’ve seen before: small companies get carried away with inspiration and then end up with these fluffy, amazing-sounding values… that mean nothing to the team.

Step 3 - bringing the research together: Hotjar’s 8 values (2015)

As I ran my research and chatted to the co-founders, I kept collecting notes in Evernote so I could prepare a list that we’d tweak together.

It wasn't a very sophisticated process, but it did mean we got what we needed: eight values we could use to start hiring straight away because now we knew exactly what to look for:

  1. Always be HONEST

  2. Always be LEARNING

  3. SPEED wins

  4. We aim for GOOD

  5. Eliminate ‘IN PROGRESS’ work

  6. Get FEEDBACK early

  7. Create WOW!

  8. Show RESPECT

Here is an example of how this helped: we’d get candidates to do a task as part of their interview process, and look at their work and deliverables in light of those principles. Could they develop things speedily? How receptive were they to feedback?

Once hired, we would also run quarterly reviews where each person would get a 1-5 rating on how well they were performing for each value. The values were written and shared with everybody as part of our team manual:

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (6)

Our old team manual (2015)

Hotjar’s company values, round 2 (2018): company values for the scaling stage

As Hotjar’s team grew into the double figures and passed the 50-person mark, those initial eight values started to lose some of their relevance. For example, “speed wins” was crucial early on when the whole point of existing was shipping and fixing things fast; but with 50 people and counting, building things ‘right’ might become more important than just building them ‘fast’.

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (7)

The team in June 2018

This time around, I wanted to remove my own bias from the process—as a CEO, I tend to look at where wewant to be, but the values need to encompass a lot of where we currentlyare—so we decided to bring a consultant on board.

Step 1 - surveying the team

The consultant helped us survey the entire company to understand what values the team thought described Hotjar, and which of the existing eight values resonated the most (in the image below, it’s the column on the left).

Based on that feedback, the consultant grouped the values together and came up with a list of four values (the section on the right):

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (8)

Hotjar company values - survey results

Step 2 - presenting the results & getting feedback from the team

When I saw that initial take on our values, I thought it was really well done. This is the reality for a CEO: you're busy, there are a million things on your plate, someone writes something that reads wonderful and you think it’s great.

We were excited to share the results with the team, so we asked the consultant to present the findings to everybody during an afternoon Zoom call. We also used so the team could ask questions throughout the presentation:

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (9)

Some questions from the team

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After the call, we surveyed the team to get their reaction to the new values—and something interesting happened. Around half of the team was fairly positive, appreciated the fact that there were fewer values, and thought they described the company better than the previous set.

But the other half had a very negative reaction. They thought of these values as too ‘fluffy’, argued that they did not describe how we worked, and were, in fact, worse than what we already had.

In removing my own bias, I had introduced that of an external person who didn’t know and care about the company as much as we did.

Step 3 - re-owning the process

I took my time to process the feedback and came to the conclusion that, as a CEO, I needed to re-own the process myself. So I went back and checked in with the rest of theleadership and executive teamto understand what was important to us, what was not important, and how to describe it.

I’m not going to lie: the process took months, but it was a wonderful exercise that led us to (re)prioritize the values and articulate them in a very intentional way. And at the end of the process, we got to the final version that exists today:

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (10)

Hotjar's current (2019) company values

Step 4 - embedding the values

The work doesn’t end when you articulate the values: you need to embed them in the company to make sure they succeed.

The first step we took was making sure the team would remember the values. During our recent Tenerife meetup, we split the Hotjarians into teams and ran a Jeopardy-style quiz where teams would win points by uncovering and remembering values.

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (11)

Company values jeopardy!

Immediately after, we launched a company-wide video challenge and asked the team to submit a 30-second video tying it back to one of Hotjar’s core values:

How to Choose the Right Core Company Values [70+ Examples] | Hotjar Blog (12)

Company values video challenge

Moving forward, we have started to become more intentional about rewarding success by attributing it to values—for example, we will congratulate a team for ‘being bold and moving fast’ rather than for ‘signing off on a big client’. Our leads are re-iterating the values and giving feedback to each team member based on them, and the team can challenge back and question how certain actions relate (or fail to do so) to a specific value.

The role of founders in articulating company values

It's interesting to compare the two versions of our values. The first one from 2015 was very obviously founder-driven, with the input of five people and done through a quick process. The second one from 2018 took into account 60+ team members and included an external consultant, two rounds of surveys, a presentation, more feedback, and then me working closely with key stakeholders.

Notice that I'm not mentioning speaking to the founders anymore. As the company keeps growing, the founders’ thoughts are completely redundant. If the founders have hired people who have hired people who have hired people… you see where I’m going. Obviously, as a CEO I am responsible for the future of the company and what needs to happen, so I have sign-off on the values, but the final product came from all these sources together.

🔥 Our fully articulated company values are live for everybody to see.Check them out!

Other examples of company values from cutting-edge companies


Basecamp’s values, as published in their manual “what we stand for

  • Be Straightforward.

  • Be fair and do the right thing.

  • Levelheadedness.

  • Generosity.

  • Independence.


Mailchimp’s values, based on their “How our employee radio station embodies our company values” article:

  • Humility

  • Creativity

  • Independence


Atlassiandon’t hold back with their list of 5 company values:

  • Open company, no bullshit

  • Build with heart and balance

  • Don’t #@!% the customer

  • Play, as a team

  • Be the change you seek


InVisionhas a list of 6 core values:

  • Question assumptions

  • Think deeply

  • Iterate as a lifestyle

  • Details, details

  • Design is everywhere

  • Integrity


At Hotjar, we have a list of 5core values:

  • Obsess over our users

  • Be bold and move fast

  • Work with respect

  • Build trust with transparency

  • Learn by doing


The team at Wistiaalso uses emojisto express its values:

  • Long-term company thinking🤔

  • Creativity💡

  • Presentation🖼

  • Simplicity✂️


Automattic’s values are based on what they call “The Automattic Creed”:

  • I will never stop learning.

  • I won’t just work on things that are assigned to me.

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  • I know there’s no such thing as a status quo.

  • I will build our business sustainably through passionate and loyal customers.

  • I will never pass up an opportunity to help out a colleague, and I’ll remember the days before I knew everything.

  • I am more motivated by impact than money, and I know that Open Source is one of the most powerful ideas of our generation.

  • I will communicate as much as possible, because it’s the oxygen of a distributed company.

  • I am in a marathon, not a sprint, and no matter how far away the goal is, the only way to get there is by putting one foot in front of another every day.

  • Given time, there is no problem that’s insurmountable.


Zapposhas a list of 10 core values:

  • Deliver WOW Through Service

  • Embrace and Drive Change

  • Create Fun and A Little Weirdness

  • Be Adventurous, Creative, and Open-Minded

  • Pursue Growth and Learning

  • Build Open and Honest Relationships With Communication

  • Build a Positive Team and Family Spirit

  • Do More With Less

  • Be Passionate and Determined

  • Be Humble

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Company Values FAQs

A code of conduct is alist of dos and don’tsthat dictate how people must behave (for example, a list of acceptable and unacceptable behaviors), whereas values are aset of guiding principlesthat define the mindset people should work from when making their own decisions.

Company values need to be clear and easy to remember, so it’s best to have a small number of broad values:between 3 and 10is ideal.

Small-size companies develop company valuessimply by working togetherand understanding what is important to the teammates, what they care about, and how they want to function together.

As a company keeps growing, it becomes more important toarticulate the values clearlyand write them down so they can be shared; the process can involve specific actions like surveying the founding or management team, bringing a consultant onboard, and/or surveying each individual team member.

Once company values are clearly documented, their importance should be emphasized to new employees during theironboarding process. Values also need to beembeddedinto company culture so they don’t get forgotten by long-term employees.

Note: thanks to my colleagueLouis who interviewed me about my experience, and Fio who researched the 100+ examples listedand editedthe pieceintoits final version.

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What are some examples of company core values? ›

Ten examples of company core values
  • Integrity. Acting with strong ethics is a priority for everyone representing the organization as well as the company's behavior as a whole.
  • Honesty. It's not just the best policy. ...
  • Fairness. ...
  • Accountability. ...
  • Promise to Customers. ...
  • Diversity and Inclusion. ...
  • Learning. ...
  • Teamwork.
3 Sept 2021

What are your core values and why are they important to you examples? ›

The Importance of Core Values in Our Personal Lives. Core values drive behaviour and form beliefs. Examples of core values include reliability, dependability, loyalty, honesty, commitment, consistency, and efficiency. People in satisfying relationships will often say their partner shares their values.

What is the most important core value of a company? ›

6 Examples of Effective Core Company Values
  1. Integrity. Integrity refers to acting with strong ethics. ...
  2. Honesty. According to Daivat Dholakia, VP of Operations, Essenvia, honesty is one of the most important values an organization should have. ...
  3. Fairness. ...
  4. Accountability. ...
  5. Innovation. ...
  6. Transparency.

Why core values are important to an organization? ›

Core values are one piece of creating a repeatable, scalable system. They allow people in your organization to make good decisions on their own, by simply applying the values to new challenges that come along. Your core values will remove bottlenecks and empower individual growth across your organization.

How do you answer core value questions? ›

Share the values that are true for you and make a difference in the job you're applying for
  1. For example, say you value keeping commitments. ...
  2. If you value authenticity, perhaps share a story about a time when you had to deliver a hard message about a layoff to your team.
27 May 2022

How do I identify my core values? ›

Guide to determine your values
  1. Write down your values. Review the list of examples of core values above and write down every value that resonates with you. ...
  2. Consider the people you most admire. ...
  3. Consider your experiences. ...
  4. Categorize values into related groups. ...
  5. Identify the central theme. ...
  6. Choose your top core values.

What is a good core value to have? ›


Valuing integrity in the workplace means that you strive to do the right thing, even when you think no one is looking. You may also value honesty, transparency and a commitment to doing what's best for your clients, customers, teammates and company.

How many core values should a company have? ›

How many core values should a company have? Company values need to be clear and easy to remember, so it's best to have a small number of broad values: between 3 and 10 is ideal.

What is a core value of a company? ›

Core values are the deeply ingrained principles that guide all of a company's actions; they serve as its cultural cornerstones. Collins and Porras succinctly define core values as being inherent and sacrosanct; they can never be compromised, either for convenience or short-term economic gain.

How do you write core values in an essay? ›

Follow these steps to create a personal values statement that can serve as a guiding light for your personal, as well as your professional, life.
  1. Write down the things you value. ...
  2. Group your values into themes. ...
  3. Eliminate the least important values. ...
  4. Write a sentence describing why each value is important to you.
3 Oct 2020

What do the core values mean to you? ›

Core values are traits or qualities that are not just worthwhile, they represent an individual's or an organization's highest priorities, deeply held beliefs, and core, fundamental driving forces. They are the heart of what your organization and its employees stand for in the world.

How do you bring a company value to life? ›

What leaders can do to bring to life their company values:
  1. Communicate the core values with examples to your employees. ...
  2. Make an emotional connection between each core value and all employees.
  3. Show values meaning throughout the company's actions.
  4. Show unwavering belief in the organizational values.
8 Sept 2020

What is excellence as a core value? ›

Excellence is striving to do more and be great even if that means making errors along the way. Great execution is certainly paramount, but when a person is learning, growing and evolving, mistakes will be made. The effort, will and desire to learn is excellence.

Can you give an example of how you have demonstrated our values? ›

Example: 'I believe I have many qualities that make me a strong leader. First, I have confidence in my decisions and my ability to delegate different roles and responsibilities to a team. I can take accountability for any failures that may arise and I have strong communication skills.

Which is an example of a values statement? ›

What's a value statement? A company's values are the core principles that help guide it toward its vision and help it complete its mission. For example, a company that sees itself going carbon negative within 10 years may embody the values of sustainability and community.

Where do core values come from? ›

We know that core values are developed through life experiences, familial patterns, social conditioning and consumption of content, events and opinions. Our beliefs that affirm our core values are often those unquestioned convictions that we accept as truth based on our own current cognition.

How can you add value to our company sample answer? ›

Example Answer #1

I can contribute my ability to streamline office processes. For example, I developed a new method for scheduling client appointments, which led to an 85% decrease in scheduling errors. I would love to apply, not only this method, but also my other organizational skills to this job at your company.

What is your core value interview question? ›

What are your core values? Employers ask this interview question to evaluate your fit with the culture of the company. Are your core values in alignment with those of the organization? Consider your workplace values and personal values.

How do your personal values align with our company values and what do you think this says about you? ›

When personal values align with the company's core values, employees are happier and more inspired to do their job. There is an inner motivator that fuels their drive to complete the task at hand because they know that their contribution has a positive impact on the overall success of the company.

Why is it important to know your values? ›

Understanding our values can help us live a life that is more meaningful and in alignment with what we desire and believe is right. According to Psychologist Russ Harris, it is important to understand that values are not the same as goals. A value is not something that you can just cross off or achieve.

How my key values impact my work? ›

Our values tend to define our priorities; so doing a job that aligns with your values means that you are more likely to be content and satisfied at work.

Why do you think values are important? ›

Our values inform our thoughts, words, and actions.

Our values are important because they help us to grow and develop. They help us to create the future we want to experience. Every individual and every organization is involved in making hundreds of decisions every day.

What is another word for core values? ›

What is another word for core values?

How do you define values essay? ›

Values are the positive teachings provided to help us and tread the right path in life. Every parent wants his child to imbibe these. These can even be referred to as good qualities. A person who imbibes good values grows on to become a responsible individual and he is capable of demarcating right and wrong.

What are core values quote? ›

More Core Values Quotes
  • "My values, our values, aren't about pointing fingers. ...
  • "Effectiveness without values is a tool without a purpose." - ...
  • "The quality of a person's life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor." -

How do you determine professional values? ›

How to identify your career values
  1. Reflect on your past career experiences. ...
  2. Analyze your experiences. ...
  3. Perform a self-assessment. ...
  4. Prioritize five to 10 values from your assessment. ...
  5. Define those values personally. ...
  6. Rank your values by importance.
25 May 2021

What are core values in simple words? ›

Core values are the root beliefs that a person or organization operates from. They are the principle perspectives that guide a person or organization's behavior with others.

Is teamwork a core value? ›

Close collaboration is vital to human achievement at all levels. Teamwork stands as one of the chief hallmarks of human accomplishment. So encourage and exploit people's tendency to work together for the common good, even if you prefer solitude.

What is integrity in core values? ›

Integrity means being honest and having strong moral principles. A person with integrity behaves ethically and does the right thing, even behind closed doors.

What is innovation as a core value? ›

It's what allows us to learn, and from it, we iterate, adapt and generate new ideas. Success is equally important, and while it can lead to change which may be scary, our success is what will drive us forward, enabling us to deliver the energy of the future.”

Where do core values come from? ›

We know that core values are developed through life experiences, familial patterns, social conditioning and consumption of content, events and opinions. Our beliefs that affirm our core values are often those unquestioned convictions that we accept as truth based on our own current cognition.

How is the value of a company calculated? ›

Add up the value of everything the business owns, including all equipment and inventory. Subtract any debts or liabilities. The value of the business's balance sheet is at least a starting point for determining the business's worth. But the business is probably worth a lot more than its net assets.

How do you roll out new company values? ›

Here are five important things you should do to launch your core values, so that they have a lasting, positive impact on your company.
  1. Create Promo Material. ...
  2. Announce Company-Wide. ...
  3. Use Core Value Language Daily. ...
  4. Recognize People Who Live Your Core Values. ...
  5. Hire with Core Values in Mind.
13 Jun 2018

How many core values should a company have? ›

How many core values should a company have? Since it's important for company values to be easy to remember, clear, meaningful and actionable, it's a good idea to choose 5-10. Some companies even find success by adopting only three strong company values that stand out.

What is another word for core values? ›

What is another word for core values?

How do you write a core value essay? ›

The Core Values Essay - YouTube


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Phone: +50616620367928

Job: Real-Estate Liaison

Hobby: Graffiti, Astronomy, Handball, Magic, Origami, Fashion, Foreign language learning

Introduction: My name is Lilliana Bartoletti, I am a adventurous, pleasant, shiny, beautiful, handsome, zealous, tasty person who loves writing and wants to share my knowledge and understanding with you.