Values vs. Principles: The Small Distinction That Makes a Big Difference

posted in Values

Values and principles are often used interchangeably, but they are not the same—and understanding their difference can profoundly impact how individuals and organizations function. While the utility of both is clear and valuable, it’s the minute distinctions that elevate clarity, alignment, and action.

The Difference Between Values and Principles

Values are the traits and states we hold as most important. They define who we are, acting as our internal compass. Think of values as the “how we show up” that stands behind our actions and decisions—enduring qualities like integrity, compassion, or excellence.
Principles, on the other hand, are actionable rules or behaviours that operationalize those values. They clarify the “how”—the concrete steps we take to bring values to life.

For example:

Value: Compassion → Principle: “Listen without judgment and offer help to those in need.”
Value: Integrity → Principle: “Address conflicts directly with honesty and respect.”

Values provide the foundation. Principles are the playbook that ensures values don’t just stay in our heads—they show up in what we do.

When Companies Get It Wrong (But Still Get It Right)

Many well-known organizations label principles as “values.” While their intentions are good, this misstep can dilute clarity. Here are three examples:

Amazon
Amazon’s Leadership Principles include items like “Customer Obsession” and “Invent and Simplify.” These are actionable guidelines—not inherent traits or states. While they are effective, they are principles operationalizing values like innovation or service, not values themselves.
Netflix
Netflix’s “values” include “Courage” and “Curiosity,” which align with true values. However, their articulation includes principles like “Say what you think, even if it’s controversial” and “Make time to help colleagues.” These are excellent principles and help highlight the difference between traits and actions.
Google
Google’s oft-quoted mantra, “Don’t Be Evil,” is a principle tied to values like ethics and fairness. Yet, its action-oriented framing shows it’s more of a behavioural guideline than a core trait.

These examples aren’t about criticism—they highlight how principles and values are intertwined but distinct. While the utility remains, sharper language leads to sharper action.

ViDA Clients Who Clarify the Distinction

Business Example: A Financial Services Firm

A financial advisory firm adopted “Excellence” as a core value. Initially, they struggled to align behaviours with the abstract concept. By defining principles, such as “Double-check every financial plan before submission” and “Proactively communicate with clients about market changes,” they ensured that excellence became a measurable, daily practice.

Individual Example: An Executive’s Career Shift

An executive client valued “Growth” but felt stuck in her career. She identified principles like “Seek quarterly mentorship” and “Complete one professional development course annually.” By grounding the value in actionable steps, she reconnected with her purpose and advanced her career.

How to Use Values and Principles Effectively

Start with Values:
- What traits or states define your identity, drive better decisions and move closer to your purpose?
- Examples: Integrity, innovation, empathy.
Define Principles for Each Value:
- How will you operationalize this value? What actions or behaviors align with it?
- Examples:
  - Value: Respect → Principle: “Invite input from all stakeholders in decision-making.”
  - Value: Collaboration → Principle: “Break large challenges into team-based solutions.”
Communicate Clearly:
- Distinguish between values (what you stand for) and principles (how you act).
- Example: Instead of listing “hard work” as a value, frame it as “Deliver projects on time and meet commitments.”
Test the Alignment:
- Are your principles easy to understand and actionable?
- Do they reflect your values in practice?

Why the Distinction Matters

Clear values and principles create a complementary framework:

Values: Provide stability, identity, and the internal gut check when acting or deciding.
Principles: Offer direct application and practical guidance and give more specific, action-oriented direction.

When you confuse the two, you risk leaving values as abstract ideals or principles as disconnected actions. Together, they enable consistent, value-driven behaviour across individuals and organizations.

It’s the small distinctions that make the biggest difference. Are your values and principles working together to drive clarity and action?

"Always take a stand for yourself, your values. You're defined by what you stand for."