brand-values-development

# Brand values development framework Quick reference for developing distinctive, actionable brand values using methodologies from Jim Collins, Patrick Lencioni, Brene Brown, Marty Neumeier, and Simon Sinek. > "You do not create or set core ideology. You discover core ideology." — Jim Collins > "Values are verbs, things we do." — Simon Sinek > "If you're not going to translate values from ideals to behaviors, it's better not to profess any values at all." — Brene Brown --- ## Lencioni's four categories of values **Created by**: Patrick Lencioni (*The Advantage*) Not all values are equal. Understanding which type prevents common mistakes. | Category | Definition | Characteristics | Example | |----------|------------|-----------------|---------| | **Core Values** | Unchanging values upon which organization was founded | Essentially immutable; 2-3 must-haves | Zappos: "Deliver WOW through service" | | **Aspirational Values** | Values you want to cultivate for success | Goals, not current truths | "Working toward radical transparency" | | **Permission-to-Play Values** | Values the market requires to participate | Table stakes, not differentiators | "Integrity," "Honesty," "Quality" | | **Accidental Values** | Values that emerge organically | May be positive or negative | Informal dress code | **Key Insight**: "Core values are non-negotiable. If you believe in them, you'll fit. If not, you won't." **Warning**: Don't confuse aspirational goals with core values. Stating "q...