> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/why/values.md).

# Values

### What is it?

Values are the behavioural commitments that define how an organisation operates on the way to achieving its Vision and Mission. They are not aspirational in the way Purpose and Vision are: they describe how people in the business are expected to make decisions and treat each other every day.

***Also known as:*** *Company Values, Organisational Values, Brand Values, Core Values*

### Why it matters

Values that are genuinely embedded in how a business operates create consistency across decisions, teams, and markets. Values that exist only on walls and websites create cynicism. The test of whether values are real is whether they are used to make difficult decisions, not just comfortable ones. When values are behavioural and specific, they function as a governing system. When they are generic and aspirational, they function as decoration.

### When it matters most

Values become critical when an organisation is growing quickly and informal culture is no longer sufficient to maintain consistency, when a merger or acquisition brings two different cultures into contact, or when leadership behaviour and stated values have visibly diverged. They are also worth revisiting when recruitment, retention, or customer experience problems persist despite other interventions.

***

### AoM Connected Tools

{% content-ref url="/pages/egK2nag7vx777njL36nt" %}
[Purpose/Vision/Mission/Values Framework](/the-aom-model/layer-three-connected-tools/company-strategy-tools/purpose-vision-mission-values-framework.md)
{% endcontent-ref %}

***