How to Discover & Live Your Core Values & Create Your Business Compass

How to Discover & Live Your Core Values (and why it matters)

Ever tried a marketing strategy that felt... off? Like showing up in a way that made you cringe a little? But you did it anyway because someone told you this is the only way to grow?

Chances are, if you had that feeling it was because it rubbed up against your core values — and that inner friction is worth paying attention to.

We hear a lot about “staying true to your values,” but let’s be honest: are you actually clear on what yours are? (Most people aren't by the way.) And more importantly — are you using them to guide how you lead, make decisions, and show up in your business?

If not, you're missing the most powerful alignment tool you've got.

Why Values Are a Non-Negotiable

Being deeply anchored in your values changes everything. Suddenly, decisions feel easier. Your message sharpens. Your confidence skyrockets. You show up with a sense of purpose that your audience feels — and is drawn to.

Most entrepreneurs jump straight into learning how to make Reels, write emails, or boost their SEO. But if your business isn’t rooted in your values, that strategy won’t stick — or worse, it might take you in the wrong direction.

It’s like installing designer curtains in a house built on a sandy foundation. It looks good on the outside, but it's doomed to fail.

What Are Core Values, Really?

Your core values are more than “nice words” — they’re the heartbeat of your business. They’re your decision-making GPS, your energetic brand blueprint, and the invisible filter through which your dream clients see you and say, “Yes, her.”

And science backs this up. Mihaly Csikszentmihalyi (author of Flow) studied high-performing professionals and found that the happiest, most productive people were those living in alignment with their values — daily. Why? Because values give purpose to your actions. They make the hard stuff meaningful.

Purpose is the Destination. Values Are the Steering Wheel.

Let’s say your purpose is the destination — it's your “why” for everything you do. Your values determine how you drive and what route you take. Fast lane or scenic route? Solo road trip or full carpool? Your values shape the experience.

You’ve had them your whole life — even if you haven’t named them yet. If you value courage, you've probably made bold moves even when your voice shook. If you value security, chances are you love a solid plan and an airtight calendar.

Spot the Misalignment

I’ve worked with many clients who came to me feeling disconnected from their message or uneasy about how to uplevel. And when we unpacked their strategy, we realized they’d been trying to adopt strategies that are for someone they’re not.

Once they reconnected to their core values, everything clicked. Their confidence returned. Their audience responded. Their energy shifted.

The Compass for your Business

Alignment doesn’t just feel good — it performs better, too.

Why? Because values give purpose to your actions. They make the hard stuff meaningful.

Discovering Your Core Values

Start by tuning into what matters most. If you feel unclear, try these reflection points:

What energizes you?
What triggers you (yes, that’s often a values clue)?
How do you spend your time and money?
What do your dream clients value — and why do they love working with you?
Also, think about what kind of experience you want as a client. Do you crave thoughtful communication? Timeliness? Fun and ease? These preferences point to the values that define your unique leadership style.

I have a values workbook I use with my clients and I'm happy to send you a copy if you like! Just send me an email to ask. you’ll find some prompts to help you uncover your core values and a page containing a long list of values for you to work through and help you choose.

When you’re selecting your core values, I want you to think about this as your compass for everything - business and life. They are the ones that are relevant in anything you do and it can take some thought to really identify them.

It can be tricky because when you look at a long list of values, it can feel like all of them are your core values. Some people can feel like if they don’t choose ‘honesty’ for example that maybe they are saying they’re not honest. That’s not the case, this is just about honing it down to the core values that are the most important to you and drive your decisions the most. For example, for me in my personal life, family is absolutely a core value. My family are everything to me. But I haven’t included it in my final five values as there are others that are even more relevant to me, my business and my family.

My 5 Core Values

To give you a peek behind the curtain, I thought it might be useful if I share my 5 core values and what they mean to me and how I incorporate them into my business. What I am sharing here is not about me specifically but if you’re reading this you probably know a bit about me and my business, so it will have more relevance than me just giving random examples!

1- Courage
I really gave this lots of thought, because when it comes to physical challenges, I don’t think I’m the bravest person in the world. No sky diving for me. But a big YES to the “feel the fear and do it anyway” kind. To me, courage is a conscious commitment to how we show up, speak up, and be seen — even when it’s uncomfortable. It’s also what I help my clients cultivate, so they can lead with boldness and authenticity. Here is a quote that encapsulates that for me perfectly:

Courage is rightly esteemed the first of human qualities... because it is the quality which guarantees all others. Winston Churchill

2- Curiosity
I am endlessly fascinated by people, ideas, and inner growth. If I’m into something, you’ll probably find books on it scattered around my house. I just love that feeling when you can’t stop thinking about something that has inspired your curiosity. I love being inspired by books, films, personal growth and nature. Curiosity keeps my work alive, expansive, and inspired. It’s how I deepen my coaching, and how I find tremendous joy.

3- Connection

Deeply connected relationships are the reason behind everything I do. Real, kind, heart-centered relationships are everything to me. I believe powerful transformation happens in the presence of deep trust and genuine care — and that’s the foundation I build with every day.

4- Kindness
Leading with kindness is incredibly important to me. This isn’t soft — it’s strong. Kindness means delivering excellence with empathy. Holding space with grace. Treating people with respect, whether they’re a client, family member, or stranger. The ripple effect of kindness is powerful.

"A single act of kindness throws out roots in all directions, and the roots spring up and make new trees." - Amelia Earhart

5- Hope
My deeply held belief is that when we give up hope we give up our power. In the darkest moments of my life, it’s hope that has always pulled me forward. That same hope fuels the way I coach. I hold the vision for what’s possible — even when you can’t see it yet — and I help you shift from fear to possibility.

So these are my 5 core values in my business – whenever I'm making a decision in my business, I look at these values and ensure that what I am doing feels aligned with them. This practice has transformed not only how I run my company, but also how I show up for my clients, my loved ones and myself each day.

Take Action

When your business decisions flow from your core values, you create consistency, build authentic connections, and find deeper fulfillment in your work. I encourage you to take some time this week to identify or revisit your own values. What principles guide your best work? What matters most to you as an entrepreneur?

Remember to grab my free Playing Bigger ebook so you can start building your confidence and creating a business that truly reflects who you are. Your journey to alignment begins with clarity about what matters most. Because when you lead with what matters most to you, everything will follow.