In chaotic times, it’s easy for business owners to be swayed by outside forces — good or bad. But how you respond reveals your core values. Are you building a business like Enron, driven by greed and deception, or like Warren Buffett, grounded in long-term integrity?
Stoic philosophy teaches that to live by virtue is the highest of all goods. In business, as in life, there are countless opportunities to compromise yourself — but you always have to live with the consequences.
One story I always come back to is about Benjamin Franklin. He was once offered a large sum of money to publish a slanderous, false story in his newspaper, The Pennsylvania Gazette. Rather than take the money, Franklin reminded himself that he could live simply — he bought a penny loaf, wore his oldest clothes, and slept on the floor. The next morning, he realized he didn’t need the money badly enough to sell out his values.
That kind of character is what we should strive for in business.
To stay grounded, every business needs guiding principles: a vision statement, a mission statement, and a set of core values.
Your vision is what your business aspires to become. For example, Nike’s vision statement is:
“We see a world where everybody is an athlete — united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.”
Your mission is how you plan to achieve that vision. Nike’s mission is:
“To bring inspiration and innovation to every athlete in the world.”
*If you have a body, you are an athlete.”
Your core values are the beliefs that shape your team’s behavior and decision-making. Nike’s values include:
- Do the Right Thing
- Create the Future of Sport
- Be on the Offense Always
- Win as a Team
- Serve Athletes
Even though Nike is a global brand, these principles apply just as much — if not more — to small businesses.
When your business has clearly defined values, hiring becomes easier. You’re not just looking for skills — you’re looking for alignment. People who reflect your values will help you build something strong. People who don’t? They’ll eventually pull in the wrong direction.
For Home Service Businesses: 10 Values That Build Trust
In service industries, values aren’t just for culture decks — they’re your compass. Here are ten you can consider:
- Integrity – Do the right thing, even when no one is watching.
- Reliability – Show up on time and follow through on commitments.
- Customer First – Respect the customer’s time, money, and property.
- Quality Workmanship – Take pride in your craft; don’t cut corners.
- Transparency – Be upfront about pricing, timelines, and expectations.
- Accountability – Own mistakes and fix them quickly.
- Respect – Treat customers and teammates with professionalism.
- Safety – Keep your crew and customers safe, always.
- Teamwork – Support one another to get the job done right.
- Continuous Improvement – Learn, adapt, and keep getting better.
You don’t need to adopt all of them — but you do need to know which ones matter most, and make sure your team lives them daily.
When everyone shares the same values, it’s like riding the same bus to the same destination. If someone wants to go in a different direction, it might be time for them to get off the bus.
Values Give You Clarity in Uncertain Times
Strong values provide a foundation for decision-making, especially in uncertain or difficult times. They help you stay grounded, avoid costly missteps, and lead with confidence instead of second-guessing yourself.
They also help you recognize when you’re drifting off course — and guide you back toward your mission.
If your team is aligned, your mission can be fulfilled. When your vision is clear, you can weather economic storms, market shifts, and leadership challenges with resilience and focus.
Because in the end, living by virtue — in business and in life — is what helps you avoid the kind of consequences that can sink a company. When you know who you are and what you stand for, you don’t need to hesitate.
Want to learn more?
If you’re interested in mindsets and strategies that help business owners navigate uncertainty and build resilience, join me for my live webinar on April 24th @ 11am CST:
“How Business Owners Can Navigate Uncertainty & Build a Resilient Company.”
