Do your company values pass the test?

Do your company values pass the test?

Many companies try to force visibility by plastering values everywhere - screensavers, posters, walls. But in today’s hybrid work environment, employees may not see them or surreptitiously opt out.

A better approach? Offer choice up front in how values are reinforced making sure there are a range of options that appeal to the widest possible demographics, learning styles and language preferences.

Creative representation - whether through graphics, video, storytelling, or team discussions - can make values more than just words. But the key is relevance: values should be practically applied in daily work, not just displayed.

Why values matter for growth and investment

Values aren’t just internal culture tools - they play a role in mergers, acquisitions, and investment decisions. When potential investors or partners assess your company, they’re looking for more than financials - they want insight into company culture and leadership alignment.

If your values are just a forgettable list, they won’t support your case during due diligence. But if they’re well-defined and truly lived, they become a powerful differentiator.

How I defined PopUp Marketing’s values

Even as a team of one, I knew it was important to define PopUp’s values. After much reflection, I landed on Be true.

For me, Be true isn’t just about honesty - it’s about being true to myself, my business, and the clients I work with. It reflects my motivation: helping companies build marketing capability, not just chasing revenue. Yes, PopUp needs to be profitable - but passion and purpose drive my decisions.

Living your values daily

A strong value set should be practical and actionable. For me, Be true means:

✔ Being upfront if I’m not the right person for a project.
✔ Having hard but necessary conversations - with colleagues, partners, and clients.
✔ Owning my mistakes and learning from them.

Be True shows up in my notebooks, my planning, and my decision-making. In any situation, I ask myself: Am I truly living this value?

Time to revisit your company values?

Are your values genuinely shaping your business, or just ticking a box? If it’s time for a refresh, make sure your marketing team is part of the process - their expertise can help ensure your values are clear, memorable, and actionable.