If you’ve been building a small business for any amount of time, you’ve probably heard that you “need core values.”

But most founders we talk with have the same question: “What are business core values, really?”

And how do you choose values you will actually live by, not just list on your website?

Let’s start simple.

What are business core values?

Business core values are the beliefs and principles that guide how you make decisions, treat people, solve problems, and show up as a company, especially when it’s hard.

They’re not slogans, branding, or a nice-to-have.

They’re your compass.

They tell you:

• who you are as an organization
• what you stand for
• what you will not compromise
• and what kind of business you’re building

Jim Collins, in Built to Last, says it better than anyone:

“Preserve the core. Stimulate progress.”

Everything else can evolve. Your offers, your strategy, your structure, even your business model.

But your values?

Those stay.

And today, we want to help you define your core values in a way that feels alive, using one of out favourite frameworks: the 7 Levels of Energy.

Understanding Your Values Through the 7 Levels of Energy

Here’s something we wish more founders knew: Your business values don’t come from your head.
They come from your energy. From how you see the world, how you make decisions, and how you lead under stress and when things are going well.

Here’s what values sound like at each energy level:

Level 1: Fear & Avoidance

This is the “hide” energy.

Values here sound like:

• “Stay safe.”
• “Avoid mistakes.”

These aren’t real values. They’re survival instincts.

Level 2: Control & Pressure

This is the “push harder” energy.

Values here sound like:

• “Win at all costs.”
• “Never show weakness.”

Great for short-term results. Terrible for people.

Level 3: Responsibility & Stability

Here’s where healthy values begin.

Values sound like:

• “Do what’s right.”
• “Take ownership.”

Logical. Steady. Functional.

Level 4: Kindness & Service

This is the heart-centered level.

Values sound like:

• “Care first.”
• “Help others grow.”

Beautiful foundation for people-focused businesses.

Level 5: Collaboration & Win-Win

Innovation happens here.

Values sound like:

• “Grow together.”
• “Find win-win solutions.”

Great for strategic partnerships and creative teams.

Level 6: Wisdom & Intuition

This is your visionary energy.

Values sound like:

• “Act from alignment.”
• “Focus on what truly matters.”

This creates cultures that feel alive.

Level 7: Possibility & Truth

Very few leaders operate from here consistently, but when they do, it’s extraordinary.

Values sound like:

• “Everything is connected.”
• “Nothing is impossible.”

It’s a powerful place to build from.

Can I buy a tool to assess my company’s core values?

We get this question a lot: “Is there a tool that will tell me what my business core values are?”

Short answer: No, not in the way people imagine. Because values aren’t generated by a tool.

But here’s the longer, and better, answer:

The best tool to understand your company’s core values is the ELI Assessment (Energy Leadership Index Assessment).

Why?

Because the ELI Assessment uncovers:

• how you show up under stress
• how you lead when things are going well
• what energizes you
• what drains you
• how you make decisions
• and the energy you bring to your business every day

And that is what your core values grow out of.

Instead of picking words from a list, you discover:

• Who am I as a leader?
• What energy do I bring?
• What matters most to me?

And then your values almost write themselves.

So if you’re serious about defining business core values you can actually live by, not just decorate your wall with, the ELI Assessment is the most aligned place to start.

You Only Need 3–7 Values

Founders often believe they need a long list.

You don’t.

Three to seven business core values is more than enough.

Why?

Because values only matter if you:

• remember them
• teach them
• use them
• and live them

A long list becomes wallpaper.

A short list becomes culture.

A Real Example of Values in Action

Before we share our values, we want to share a story from a financial advisory firm — Dextra Advisory.

It’s a story we deeply respect because it shows what real values look like when business gets hard.

One of Dextra’s clients needed to cut costs urgently. They wanted to continue working with Dextra and stop working with another financial vendor. That service provider? They enforced a strict 90-day cancellation clause, even though the client was struggling.

Dextra Advisory partners with clients. In thick and thin.

They could have done nothing.

They had every right to.

But instead?

They offered to step aside immediately. No penalty, fee, or friction.

Why?

Because their values told them: “The client’s well-being comes first. Even if it costs us.”

That is values-driven leadership.

“Preserve the core” in real life.

That is what it looks like to live the thing you say you believe in.

Values matter most when they cost you something.

So, if you need a financial service partner. A real partner. You know where to go.

Our Business Core Values at Leficomp And How We Live Them

Here are our six values. Simple, actionable, grounded. They guide how we operate every day, with every client, in every program.

1. Accountability: We do what we say.

If we commit, we follow through.

If we promise, we deliver.

How we live it:

• Clear expectations
• Clear communication
• Consistent follow-through

Trust lives here.

2. Responsibility: We own our role.

We don’t pass problems back to clients. We help solve them.

How we live it:

• We step in
• We clarify
• We support decisions

Clients feel safe with us.

3. Kindness: We lead with care.

Kindness isn’t soft. It’s strength. And superpower

How we live it:

• Honest feedback, delivered gently
• Respect in every conversation
• Compassion before correction

People feel seen and heard.

4. Curiosity: We ask before we act.

No assumptions, rushing, or cookie-cutter answers.

How we live it:

• We listen deeply
• We learn your world
• We diagnose before prescribing

Good solutions start with good questions.

5. Wisdom: We act on what matters.

Wisdom blends logic, intuition, and experience.

How we live it:

• We remove noise
• We focus on essentials
• We guide long-term, grounded decisions

Wisdom keeps your business steady.

6. Passion: We care deeply about your success.

This isn’t transactional for us. It’s personal. A mission.

How we live it:

• We bring energy and commitment
• We celebrate your wins
• We believe in you

Your success matters to us.

How to Define Your Own Business Core Values

You don’t need a workshop or a big retreat to create values that matter.

Try this instead:

1. Ask yourself: “Who am I at my best?”

Not your stressed self. Your highest, clearest self.

2. Choose 3–7 values that reflect that version of you.

Use the 7 Levels as your guide.

3. Turn each value into a behavior.

Values live in action, not in theory.

4. Use them to make decisions.

If values don’t guide your choices, they’re just words.

5. Revisit them once a year.

Not to change them, but to realign with them.

Do this exercise with your core leadership team and maybe even the whole team if you have run a small business.

Build From Your Core

Now you understand what business core values really are, and how they connect to your leadership energy.

It’s worth repeating it. Values are not a branding exercise.

They are your leadership backbone.

They shape how you lead, hire, serve, communicate, and decide. They also shape how your clients experience working with you.

If your core is strong, your business becomes strong.

And if you want help defining your values, understanding your leadership energy, and building a company that feels aligned and human, the ELI Assessment is the perfect next step.

You don’t have to build alone. You can build from your core.