It is common for businesses to have core values reflected in their mission statements. In 2011, Tim Cook became the CEO of Apple--one of the most successful, colorful, and controversial technology companies in the world--and he had this to say about the company's mission:
We believe that we’re on the face of the Earth to make great products.
We believe in the simple, not the complex.
We believe that we need to own and control the primary technologies behind the products we make.
We participate only in markets where we can make a significant contribution.
We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.
We don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.
Just by reading, it can be said that Apple subscribes to the core values of excellence, greatness, simplicity, autonomy, interdisciplinarity, honesty, and courage among others. It’s easy for Apple to determine these core values as they have amassed experiences--successes and failures-- since the company started at the proverbial garage of Steve Jobs’s parents more than three decades ago.
Core values are useful to individuals, too. However, we can get lost, confused, and scattered as we desire to address our everyday commitments. To determine your core values, start by asking these three questions:
1. Who are your inspirations? What qualities do they possess?
Physicists are likely to admire Newton, Einstein, Feynman, and Hawking. Each of these physicists faced challenges yet managed to overcome the odds to produce results and contribute to the understanding of the universe. Some would admire them for their excellence, rigor, innovativeness, clarity, persistence, and courage. For sure, you also have people in your field, your family, or your circle who have inspired your life’s work and who possess qualities that you hope to cultivate within you. Ask and determine who and what these people and qualities are.
2. Are there any qualities in others that you can’t tolerate?
You can always rely on world history for this. You probably never imagine pledging allegiance to Hitler because of his xenophobia or Ted Bundy because of his sexual, sadistic, misogynistic crimes. Such lack of tolerance for these qualities makes you value respect and kindness. Of course, it’s also okay not to be particular with names. Just note the values that you can’t tolerate because these could also bring you to the opposite and the positive values that you need in your life.
3. What do you consider your most significant achievement?
We all have moments--big or small--that make us feel like a success. Think about this moment. What did you do to achieve this? Under what circumstances had this become possible? What were you thinking that time? Maybe the core values are already within as exemplified in that significant achievement; you just need to develop them further.
From these three questions, build your core values and craft the rules that you can adhere wholeheartedly. Just like Apple’s, these will become the springboard that will allow you to achieve and make the most out of your life.