Stop Hanging Posters: Your 3-Step Plan for Values That Actually Work

TLDR: Don't let cultural fog become your growth ceiling. Stop using corny "wall art" values like 'Integrity' and 'Teamwork'. Instead, define 4-6 sticky, unique principles that truly reflect your company.

These phrases must become your operating system, used actively to hire, coach, and make tough decisions (even firing high-performers) to protect the culture you need to scale successfully.

KEEP READING for actionable, step-by-step tips, a comprehensive Values tool, and question examples that dig deep to unlock timeless identity stories.

You know what’s worse than not growing? Growing and losing the culture we fought so hard to build as founders. Founders who dreamed about building something different.

Suddenly, the team is just going through the motions. That cultural fog becomes a very low ceiling on our growth.

XTRA MILE TRUTH:

They’re what make us better, unique, and different in the marketplace.

If you don’t have sticky language that everyone uses (or worse, if you have posters on the wall with words no one uses), you’re missing out on a powerful but intangible performance multiplier.

So leaders, we have to work with our teams to develop 4-6 sticky principles that actually define our culture.

Create unique, compelling language. The key is naming your values in a way that only your company would. Stay away from overused words like 'Integrity', 'Teamwork', and 'Excellence'.

When choosing language for your company values, start by capturing the essence of the culture you want to create - not the one you currently have. Ask your team: 

“What behaviors make you proud to work here? What moments best reflect your 'magic', and what words do you naturally use to describe great performance?”

Use unique, story-driven phrases that feel authentic to your team. For example, instead of 'Innovation', try 'Build what’s next'. 

Your goal is to craft language that sparks emotion, aligns daily actions, and makes every employee think:

“That’s us.”

Test whether they truly connect with your team. Start by sharing each value in small groups and ask:

“Does this sound like us?” and “Can you think of a real story where we’ve lived this out?”

If your people hesitate or can’t link the value to an authentic example, that’s a red flag. It’s not sticking. 

You can also test them by weaving the language into meetings, Slack channels, or feedback sessions. If employees naturally start repeating and referencing those phrases, you’ve found something real.

Build the future.​​ You should feel confident enough to hire and fire based on your core values. That may mean getting rid of the wrong people (even if they’re a high performer).

1. Hire with Your Values in Mind Your values should act as a filter, not just a slogan. Use them to shape interview questions that reveal alignment, not rehearsed answers. For example, if one of your values is 'Own the Outcome', ask candidates to share a time they took responsibility for a project that went sideways. Listen for ownership, humility, and problem-solving instincts.  By grounding interviews in real behavioral stories, you ensure cultural fit is as important as technical skill - building a team that naturally reinforces your culture from day one.
   

2. Coach Through the Lens of Values Values-driven coaching turns vague feedback into actionable conversations. Instead of saying, “You need to communicate better,” connect performance gaps to values language. Like, “Our value of ‘Clear the Fog’ means we communicate openly before confusion sets in. How could we do that next time? This shared vocabulary removes defensiveness and reinforces consistency. Over time, these small coaching moments help values move from posters on the wall to lived daily standards, guiding personal growth and shaping how leaders lead.
   

3. Fire (and Promote) with Integrity to the Values Your values only hold power if they influence tough decisions. When someone consistently violates a core principle, such as disrespecting teammates or avoiding accountability, leaders must act. Termination in this context isn’t punitive; it’s protective of your culture. Celebrate and promote those who embody your values publicly. When employees see that recognition and advancement depend on living the culture, not just hitting metrics, your values become your company’s operating system.

We’ve put together a simple, powerful tool: the Core Value Defining Guide. It's designed to help you and your leadership team start building a unique language around your core values. You can download it by clicking the link HERE.

Start reproducing the culture champions you need to scale your business, and we’ll look forward to seeing you on The Xtra Mile.