"The time is always right to do what is right."
Martin Luther King Jr.
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How to Spot (and Fix) Common Violations in Values Words
posted in Values
Adam Kreek
Values shape the decisions we make and the actions we take. But not all values words are created equal. Many lists are riddled with grammatical errors, conceptual missteps, and words that fail to clearly communicate a stable, intrinsic quality of character. At the bottom, I've place a breakdown of the most common pitfalls and how to correct them, so your values can serve their intended purpose.
But first, I wanted to share a story adapted from a past client experience.
The CEO Who Got Values Wrong (And Nearly Sank His Company)
James was a mid-market CEO running a resource extraction and manufacturing company. His operations spanned three continents, his team was growing fast, and his board demanded a clearer strategy for the future. So, he did what any ambitious leader would—he put together a set of company values.
“Innovation, Excellence, and Growth,” he declared.
It looked great on a slide deck. It sounded powerful in town halls. But in the day-to-day trenches of production floors, logistics hubs, and boardroom discussions, something wasn’t clicking.
At a leadership offsite, I asked his executive team to describe how these values influenced their daily decisions. That’s when the cracks appeared.
“Innovation?” One VP hesitated. “We take big risks on untested ideas, but half of them don’t make it past pilot projects.”
“Excellence?” A manufacturing lead sighed. “If that means perfection, then we’re failing. Our teams hesitate to move fast because they fear mistakes.”
“And Growth?” The CFO shook his head. “We’re chasing it so aggressively that we’re burning people out. Growth at what cost?”
This company wasn’t steering with values—it was adrift, pulled in multiple directions by words that sounded good but failed to guide action. The initial values were aspirational at best and ridiculously off-track at worst.
Refining the Compass
James needed values that were more than just aspirations. We applied a simple test: could they naturally fit into the phrase, “That person is so full of…”
- Innovation didn’t pass. “That person is so full of innovation” felt awkward. But Curiosity did. It signalled a proactive, exploratory mindset—one that fits their R&D team’s approach.
- Excellence was vague. Did it mean quality, effort, or results? We replaced it with Mastery, a word that implied continuous skill development and expertise, not unattainable perfection.
- Growth was too broad. We landed on Sustainable Success, reinforcing the company’s long-term vision instead of a reckless sprint for scale.
With refined values, James didn’t just have better words—he had a better way to lead. A more accurate, clear and concise way to lead. Decisions aligned faster, teams felt less pressure to chase unrealistic ideals, and the company’s direction became clear.
A Subtle Rowing Truth
Values are like oars in a boat. If each rower pulls at a different angle, the boat wobbles and loses speed. But when every stroke is aligned, the crew moves efficiently toward its goal. The same principle applies in business—misaligned values create resistance, but when they’re clear and stable, progress becomes powerful.
James’s story reminds me of my days training for the Olympics. In rowing, we used a mantra: “Power without focus is wasted.” The same is true for values. If they aren’t clearly defined, they become noise rather than direction.
Why This Matters
If your company values feel aspirational rather than actionable, it’s time to refine them. Words matter. The right ones will shape decisions, inspire teams, and steer your company toward meaningful success.
Keep reading for more insights on how to make your values words more clear, so you can action them more effectively in your organization
Three Key Criteria for Values Words
- Avoid Past Participles: Words ending in "-ing" (e.g., "caring") often describe actions rather than stable traits.
- Use Nouns That Indicate Quality: Values words must describe intrinsic, stable qualities, not actions, outcomes, or adjectives.
- Pass the "That Person is So Full Of…" Test: Values words should fit naturally into the phrase, highlighting an intrinsic quality of character.
Common Violations
1. Past Participles
Past participles describe ongoing actions, not stable qualities of character. For example:
- Feelings → Suggests an emotional state, not a value.
- Giving → Describes an action, not a trait.
- Learning → Implies a process, not a quality.
Better Alternatives:
- Feelings → Sensitivity or Empathy
- Giving → Generosity or Charity
- Learning → Curiosity or Knowledge
2. Not Nouns Indicating Quality
Some words lack the intrinsic stability required to be a value. For example:
- Famous → This is an adjective, not a value.
- Risk → Refers to an action, not a quality of character.
- Wealth → Implies material possession, not an intrinsic trait.
Better Alternatives:
- Famous → Renown or Influence
- Risk → Courage or Boldness
- Wealth → Prosperity or Abundance
3. Fail the "That Person is So Full Of…" Test
Some words feel awkward or unnatural when inserted into this phrase. For example:
- Accomplishment: "That person is so full of accomplishment" sounds clunky.
Better Alternative: Achievement - Victory: "That person is so full of victory" feels outcome-focused.
Better Alternative: Excellence - Results-oriented: "That person is so full of results-oriented" is grammatically incorrect.
Better Alternative: Efficiency
Refined List of Values
By correcting violations, we create a more concise and effective list of values words that align with the ViDA framework. Here's a sample of corrected values:
- Empathy instead of Feelings
- Generosity instead of Giving
- Curiosity instead of Learning
- Resilience instead of Toughness
- Achievement instead of Accomplishment
- Courage instead of Risk
Why It Matters
Using values words correctly isn’t just a linguistic exercise—it’s a way to build clarity in communication, inspire meaningful action, and ground personal and organizational decisions in authentic character traits. Misusing values words muddies the waters, but refining them provides a powerful compass for decision-making and alignment.
Rule to Remember: Values must be nouns that describe intrinsic, stable qualities of character, and they should fit naturally into the phrase, "That person is so full of ______."
Refine your values, and watch how they guide you to better decisions, stronger connections, and a more purposeful life.
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Adam Kreek is on a mission to positively impact organizational cultures and leaders who make things happen.
Kreek is an Executive Business Coach who lives in Victoria, BC, near Vancouver, British Columbia, Canada, and Seattle, Washington, USA, in the Pacific Northwest. He works with clients globally, often travelling to California in the San Francisco Bay Area, Atlanta, Georgia, Toronto, Ontario and Montreal, Quebec. He is an Olympic Gold Medalist, a storied adventurer and a father.
He authored the bestselling business book, The Responsibility Ethic: 12 Strategies Exceptional People Use to Do the Work and Make Success Happen.
Discover our thoughts on Values here.
Want to increase your leadership achievement? Learn more about Kreek’s coaching here.
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