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
