Discover your core values and use them to scale your organization. Core values are the equivalent of the rules of a sport: It would not be a sport if there were no rules.

Core values serve as guiding principles that shape our attitudes, actions, and decisions. According to psychological research , values are fundamental beliefs that guide our choices and behaviors.

As CEO of CertaPro Painters, I have lived, breathed, imparted, and championed our company’s core values for nearly 25 years, through two recessions, a global pandemic, and a range of significant ...