Workshop · Brand
Core Values
Agree the 5 values you hire, fire, and decide by.
Overview
Why run this workshop
What is this workshop?
A session to define 3–5 core values that describe how the team actually behaves — not aspirations.
Why is it valuable?
Values guide hiring, feedback, and product trade-offs. Vague values collapse into wall art. Real values create arguments (and better decisions).
When should you use it?
Once you have 5+ people, or before your next big hire. Refresh every 2–3 years.
What will you achieve?
3–5 values with behavioural definitions and opposite behaviours you explicitly reject.
Workshop flow
How the session unfolds
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Workshop guide
Facilitator playbook
01Prepare· 10 min
Objective
Expected output
Instructions
- · Explain: a value is real only if you'd fire someone for violating it.
02Brainstorm· 15 min
Objective
Expected output
Instructions
- · Silent write: "Which 3 behaviours make our best people great?"
- · Write behaviours, not words.
03Share· 10 min
Objective
Expected output
Instructions
- · No labelling into values yet.
04Group· 15 min
Objective
Expected output
Instructions
- · Name each cluster with a short label.
- · Write the opposite behaviour we explicitly reject.
05Discuss· 15 min
Objective
Expected output
Instructions
- · Would we fire someone for violating this?
- · Does the opposite feel wrong?
- · Would a competitor claim this too?
06Vote· 5 min
Objective
Expected output
Instructions
- · Dot vote to trim to 5 max.
07Wrap-up· 10 min
Objective
Expected output
Instructions
- · For each value: name, one-line meaning, 2 behaviours we celebrate, 1 behaviour we reject.
Practice exercise
Apply it now
Practice worksheet
Brand Values
For each value, describe the behaviours we celebrate and the opposite we reject.
One per line.
Your answers live in your browser during this session. Saving to your project is coming soon.
Completed example
What good looks like
Completed example
Netflix — "No Brilliant Jerks"
Value
Selflessness. We help each other succeed.
Opposite we reject
"Brilliant jerks" — high performers who cost more than they create.
Why it works
- · Names a real trade-off.
- · Guides real firing decisions.
Best practices
Do this, avoid that
Do
- Behaviours first, labels second.
- Every value needs an opposite you'd reject.
- Test values against your last 3 hires and 1 firing.
Avoid
- Picking generic words: integrity, excellence, teamwork.
- Writing 8+ values — dilutes to zero.
- Writing aspirations instead of what's already true.
Deliverables
What participants leave with
- 3–5 named values
- Behaviours we celebrate and reject per value
- Draft value card for onboarding
Continue learning
Where to go next
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