Ask any business owner what their company values are, and you’ll often hear the same list: honesty, professionalism, and quality. These are, of course, important — but let’s be clear:
These aren’t core values.
They’re expectations.
Clients assume you’ll operate with honesty. They expect professionalism and take quality for granted. Stating these as your core values won’t differentiate your firm — it simply makes you blend in.
In today’s competitive environment, standing out matters more than ever.
What Core Values Should Actually Reflect:
Genuine core values reflect the unique personality of your business. They should resonate with your team and be recognisable in how you operate. When done right, they prompt team members to say, “That’s exactly who we are,” and make clients think, “That’s why I continue to work with them.”
Here are some examples of values that connect on a human level:
- Family First
- Purpose Beyond Profit
- Long-Term Relationships
- Respect and Support
- Straightforward and Real
- Proven, Practical Advice
- Empower People
- We Believe in You
- Fun Matters
- Life’s Too Short for Anything Less
Each of these tells a story. Each sets a tone. And more importantly, each helps build an emotional connection — a key step towards becoming a truly trusted advisor to your clients.
Keep It Simple: 3 Words, 7 Words
For values to be effective, they need to be memorable. A simple rule to follow:
- Limit each core value to three words or fewer
- Define each one in seven words or fewer
If your team can’t recall your values, they won’t live by them.
Next Steps for Your Business:
- Review your current values – Are they distinct? Do they tell your story?
- Choose no more than three real values – Keep them personal, clear, and emotionally relevant.
- Keep the wording tight – Simplicity aids recall and buy-in.
- Make them visible and actionable – Discuss them regularly and integrate them into day-to-day culture.
- Encourage accountability – Let your team support each other in living out the values — not with blame, but with care.
Even this small shift can positively influence your internal culture and strengthen your positioning as a modern, advice-led accounting practice.
As Dr Seuss once said:
“Why fit in when you were born to stand out?”
