5 Simple Exercises to Help Your Small Business Define Core Values

Many business owners often set goals that they wish to achieve and define values that they wish for their business to uphold. These are referred to as core values. It may be hard for some to develop those values, so there are some easy exercises that can help spark some inspiration.

Core values vs. Mission vs. Vision statements

Listen to Your Audience

Many business owners find it helpful to think of their brand in terms of its unique points. This is a great strategy. But also, take into consideration how your external audience perceives you and keep that consistent throughout your messaging.

Exercise 1: "I believe..."

Pull out a piece of paper and write down sentences that begin with the words, “I Believe…” While this may seem simple, it is very effective. As you write more sentences, dig deeper to find opinions that may be unique. Additionally, having popular opinions can set you apart from the market. Find sentences that get you fired up. This often demonstrates passion in your business.



Get as specific as possible. Don’t just say, “I want everyone to be happy”. Ask questions. People should be happy at what cost? What should they do to get happy? Take a stand. You do not have to think specifically about your services or products. Think about the industry you work in. Think about broad human topics like relationships, family, success, etc.

Exercise 2: The Change You Want to See in the World

Next, respond to the question, “What change do you want to see in the world?” Think about what is broken, what you want to fix, etc. Problems come in all shapes and sizes and entrepreneurs have the chance to address those issues and possibly fix them. The work you do is important to people. If you are helping people grow in confidence, offering oils to help people feel better, or anything at all, what you are offering is often what you want to see change in the world.

Exercise 3: Your Brand's Legacy

A better way to think of this is what is the ripple effect your business will have on your clients, community members, or the friends of their friends? For example, your business is in photography.



The business you own can possibly show someone who aspires to be a photographer that is it possible to be an entrepreneur. The ripple effect could also be seen as clients and their families having the opportunity to have captured memories. This could be in time of children, possibly grandchildren, engagement, weddings, or any other special event in that person’s life. That ripple effect not only defines your brand strategy, but what residual effect it has on your business.

Exercise 4: Your List of What You Don’t Like

If you are struggling to come up with a decent size list or a list that has not helped much in discovering your brand strategy or core values, this should help. This should be an ongoing process but get started on it today!



Pay attention to things that bother you online and write it down. If there is opinion put out there that you do not agree with or your competitor releases a solution of what to do but it is not helpful. Whether that’s on your phone in the notes section, google doc, or a notebook. This list helps you find your unique positioning, not just to be contrary. These are supposed to be opinions that differentiate you from the others.

Exercise 5: List your non-negotiables

This last step consists of activities or commitments that help you live to your well-lived day. Whether your daily meditation, walks with your dog, or spending time with your family. Basically, what are your daily musts. Identifying these will always point you to your core values.



It is important that what your business stands for is what you also stand for! Take time to realize what that means to other people. The more authentic, the more people will be drawn to your business.

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