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80 Types of Values

 , updated on June 14, 2018
Values are the beliefs and principles that are held by an individual, group, organization or culture. The following are common types of values.


The motivation to do something with your life and the resources around you. Values related to ambition describe your mission, vision for the future and standards for behavior that you set for yourself or team.
InnovationThe principle that you will experiment with brave ideas to take leaps forward.
GreatnessValues related to overcoming mediocrity to do something that stands out.
Work Ethic
The principle that you work hard.
Art for Art's SakeThe principle that art is its own reward and needs no further justification. For example, a photographer who takes great photographs to take great photographs.
CompetitionValues related to outcompeting such as Vince Lombardi's "Winning isn’t everything, but wanting to win is.”
ChangePrinciples related to aggressive change such as challenging the status quo.
LeadershipTaking the lead as an individual, firm, group or society.
SelflessnessActing in the interests of the greater good.
Epic MeaningAn issue, principle or goal that drives everything you do.
IdentityDefining you are or who you're not as an individual or organization. For example, Google's famous "Don't be evil" in its code of conduct.
Spirituality & CharacterPersonal values often relate to spirituality and character.
CreativityCreativity related values such as the principle of preserving ambiguity whereby you avoid jumping to conclusions too early.
PassionProfessing a passion for your work or mission.
CourageA pledge to be courageous in the face of problems, risk and uncertainty.
SpeedThe principle that speed is important to your work.
GrowthInvesting in the future to grow.
Risk TakingTaking calculated risks.
ResilienceResilience to stresses both at the personal level or as a society or organization.
FailureValues related to learning from failure and continuing without loss of enthusiasm.


Performance values are principles related to your day-to-day work and results. They are often a promise for the value you will offer.
ReliabilityA principle related to reliability such as an insurance agent who is always available when a customer has a problem.
DiligenceA commitment to direct your full energy and concentration towards work.
ProductivityProductivity such as the principle that a firm automates toil.
EfficiencyValues related to waste and efficiency such as a firm that is commits to continually reduce wasted time, effort, materials, transport and energy.
DutyA duty such as due diligence, fidelity or fiduciary duty.
ProfessionalismThe principle that a firm conforms to the norms and expectations of a profession. For example, a sales team that values personal appearance and respect for the customer.
ConfidentialityValues related to the privacy of information.
IntegrityIntegrity such as honesty above all else.
QualityA commitment to quality. This takes many forms such as a fruit stand that values freshness or mechanic who always double checks every aspect of a repair.
FocusDefining an obsession that you value such as a snowboarding firm that values complete immersion in the sport and its culture.
SecurityA commitment to physical and information security to protect your stakeholders from harm.
ReputationDirectly valuing your reputation such that you act ethically and to the expectations of your stakeholders.
TransparencyThe principle that you won't hide information that stakeholders such as investors, customers and employees need to know.
MasteryValuing mastery typically means an obsession with perfection such that you refuse to move on until something is right.
ImprovementThe belief that gradual but ongoing change is important to your work.
Health & SafetyPrioritization of health and safety in all that you do. For example, an airline that prioritizes safety over schedules, costs and all other concerns.


Defining how you want to experience life or experiences that you want to create for others.
AdventureValuing the usual, exciting and magical.
LearningA commitment to learning and/or teaching.
SimplicityThe belief that it is best to keep things as simple as possible.
ComplexitySimplicity isn't necessarily better than complexity and some individuals and firms will adopt principles that favor complexity such as more is more or more is different.
StylePursuit of style. For example, an architect who values an aesthetic ideal such as truth to materials.
UsabilityA passion for making things that are pleasing and productive to use.
HumorNot taking yourself too seriously.
StorytellingValuing communicating such that you aim to become a storyteller.
KnowledgeValues related to knowledge such as a belief in freedom of speech and expression.
CultureValues related to cultural beliefs, norms and expectations.
AuthenticityNot faking it. For example, a travel guide who claims to be passionate about adventure who actually is exceptionally adventurous.
StabilityIt is common for people to value stability. Promises of stability are common in corporate values and marketing messages. For example, a vineyard that values tradition such that it hasn't changed its production methods for 90 years.
Comfort & ConvenienceIt is well known that comfort and convenience sell as customers often take the path of least resistance. As such, it is common for firms to establish values such as "we are the easiest to do business with."
Social StatusValuing social status such as fame or brand image.
HappinessValuing your own happiness or your ability to make others happy.
Peak ExperiencesPursuit of experiences that are memorable, meaningful, thrilling or deeply moving.


Values for how you treat people and what you seek from social and business relationships.
TeamworkValuing the process of working as a team.
EmpathyCaring about the people around you.
ConnectednessValuing social interaction and connection.
Lead by ExampleThe principle of letting your results speak as opposed to saying one thing and doing another.
CandorActively being honest and forthright.
Celebrate SuccessesThe belief that there is a time for work and a time to celebrate the fruits of your labor.
Benefit of DoubtMaking positive assumptions about people and not lightly accusing them of wrong doing.
Good WillTreating others with fairness and generosity.
DiversityThe belief that the differences between people, including ideological differences, are a good thing to be celebrated and welcomed.
Tolerance for DisagreementThe belief that arguments and disagreements are a constructive and valuable process.
HumilityThe recognition that many things are outside your control such that you can't go it alone. For example, the acknowledgement that you depend on the good will of those around you.
ListeningThe principle that everyone deserves your attention when they speak to you.
TrustPrinciples related to trust. Such as the values of an honor system that place great trust in members of a group.
Community InvolvementThe belief that you should expand your involvement beyond your immediate business to play a role in the greater community.
RecognitionThe principle of recognizing the improvements and accomplishments of others.
PolitenessAffording those around you with basic respect and courtesies.

Fairness & Stewardship

Fairness to communities and stewardship of resources.
MeritocracyThe principle that people are rewarded and positioned according to their abilities and accomplishments.
EqualityTreating people equally without difference to factors such as race, ethnicity, religion, age, gender, sexual orientation, disability and political views.
ObjectivityPursuit of the truth as your singular motivation.
ResponsibilityTaking responsibility for yourself and your organization. For example, cleaning up any environmental damage caused by your operations.
AccountabilityTaking the blame when things go wrong for any area under your authority or influence.
OpennessSharing information and resources. For example, a researcher who discovers a cure that will save countless people who shares it with the world for free.
AccessibilityMaking things accessible to the greatest number of people possible, particularly people with disabilities.
Good CitizenshipThe idea that you owe your country more than it owes you.
GivingValues such as charity and volunteerism.
Pay it ForwardDoing good things without worrying about how it will pay you back.
Think Global, Act LocalMaking a global impact in a humble way where you are.
Golden RuleTreating others the way you would want to be treated in their position.
Do No HarmThe principle that your life and/or business should not leave a negative impact on the environment or people.
Overview: Values
DefinitionThe beliefs and principles that are held by an individual, group or culture.
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