Common Values

Values shared across industries.

What are the common values shared by Fortune 500 companies?

Most refer to them as core values. Others might call them principles or beliefs.  A detailed analysis of Fortune 500 companies reveals a common set of values. While each company might choose a different label, they all fit into 17 categories.

17 Common Values

  • Integrity (Ethics, Honesty)
  • Respect (Trust, Dignity)
  • Excellence (Quality, Performance)
  • Responsibility (Accountability, Commitment)
  • Teamwork (Collaboration, Cooperation)
  • Innovation (Creativity, Ingenuity)
  • Achievement (Results, Success)
  • Fairness (Diversity, Inclusive)
  • Care (Service, Compassion)
  • Passion (Enthusiasm, Fun)
  • Leadership (Influence, Competitive Advantage)
  • Learning (Continuous Improvement, Knowledge)
  • Customers (Customer Satisfaction)
  • People (Employee Engagement)
  • Safety (Health)
  • Community (Corporate Citizenship)
  • Environment (Sustainability)

What does this mean for you and your business?

These 17 common values are a way of defining acceptable behavior.  They are guiding principles, often outlined in an organization’s Code of Business Conduct, and should rarely be changed.

But one thing is still missing.

These values rarely define what makes an organization unique.

What do you want your organization to be known for?

How do you want others to remember it?

     What’s your competitive advantage?        

The purpose of Forging Values Across America is to transform businesses from Good to Great by instilling values that make a difference

At each seminar, workshop, or presentation, you will learn more about the 17 common values shared by businesses across all industries. Find out how specific companies are using their values strategically, and which ones only give lip service to them.

You will also learn how to identify and define your top 3 differentiating values, and how companies are using them to create competitive advantage.

Differentiating values provide strategic direction.

In the book Marketing 3.0, marketing expert Philip Kotler writes:

Quotes from Phillip Kotler

If that’s not compelling enough, then consider what Steve Jobs stated to Apple employees in 1997 at the launch of Apple’s famous “Think Different” campaign:

Steve Jobs quote on values


Here are a few examples of companies that have embraced their differentiating values:

  • One Fortune-500 company continually experiences adversity and opposition from various groups. Yet their performance and bottom-line profit is astounding. If you look at their stated values, two of them are included in the list of 17 common values. But three of their values – courage, independence and efficiency – define their competitive advantage. Curious about the company? You’ll learn about them when you come to a workshop.
  • A world-renowned hospital with a well-respected brand has a long history of providing exceptional care for patients. It’s also considered one of the lowest-cost healthcare systems in the United States. Want to know their secret? Come to a presentation and find out.
  • Can you imagine big business embracing humility as a core value? What’s even more interesting is how one company has defined this value for their 30,000+ employees. This Fortune-500 company has essentially given permission to each employee to acknowledge their mistakes and highlight what they’re doing to enhance the competitive positioning of the company. Attend a seminar in your area to learn more – or better yet, invite us to come present in your city.

(If you can’t attend one of the scheduled presentations, but would like to know more about the organizations that will be highlighted and how values can make a difference in your business, send an email to Robert.)

Want to learn more?

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