Some organizations have too many core values, which tend to confuse everyone and slow progress. e.g. Amazon has 14 core values and a Big Audacious Vision.

Amazon’s Core Values:

  1. Customer Obsession
  2. Ownership
  3. Invent and Simplify
  4. Are Right, A Lot
  5. Hire and Develop the Best
  6. Insist on the Highest Standards
  7. Think Big
  8. Bias for Action
  9. Frugality
  10. Vocally Self Critical
  11. Earn Trust of Others
  12. Dive Deep
  13. Have Backbone; Disagree and Commit
  14. Deliver Results

Amazon’s Vision:

‘To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.’

Often more successful organizations have very few yet timeless core values and a vision that is equally timeless.

Disney’s Core Values:

  1. Imagination
  2. Wholesomeness

Disney’s Vision:

‘To make people happy.’

Disney invests in imaginative and wholesome projects, be they movies, theme-parks or children’s products, that make people happy. Disney makes a 12% Return on Investment (ROI).  Amazon, despite its huge online presence, makes only a 5% ROI.

A local CEO recently spoke to me about changing her company’s core values, to support a somewhat impulsive vision. I shared that instead of changing its core values, the best organizations, like Disney, will change their markets and products in a way that allows them to remain true to their core values.

I suggested to the CEO that while looking for new markets and services that align with her organization’s core values might require a greater deal of innovative thinking, this would be an exercise well worth doing. I suggested her company maintain their integrity and let the core values drive the new vision.

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