What separates a “weak” from a “muscular” core value?

The answer has nothing to do with the value itself. Instead, it has to do with how the value is upheld within the firm.

We can place core values on a spectrum:

Level 0 – No core values have been articulated.

Level 1 – A list of core value words have made it to the website, but nobody remembers them.

Level 2 – The core values have been articulated more clearly on the website and in internal documents.

Level 3 – The core values have been articulated and you have heard them brought up in a few conversations.

Level 4 – At least one individual contributor in the firm can succinctly articulate the core values and why they matter.

Level 5 – The core values are widely known, understood, highly-regarded, and are used to inform decision-making.

Whether your core value is weak or muscular depends on where your firm falls on the spectrum. Weak is toward Level 0. Muscular is toward Level 5.

Muscular core values guide decision making. Weak core values make your decision-making look like a pinball game. Decisions are made based on ephemeral criteria. Team members question decisions because they can’t see any through line. Motivation starts to sour. Double-standards arise. Cynicism grows.

Solve 1,000 problems by solving just one. Create muscular core values.