Let’s talk about values. Not family values or stock values, but company values: the bedrock of an organization. A company’s core values define it in a way nothing else can. They support the vision and shape the culture. They are the principles and beliefs that define the work. They are what drive the company.

Some leaders consider values a soft sell or nice-to-have. Small businesses, in particular, are often hyper-focused on the product in a rush to get to market, forgetting to acknowledge the underlying foundation that helps a company run smoothly. But research shows that companies that lead with their values are better positioned to achieve strong cus...

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