14 April
by Rick Bowers

Defining the Heart of Your Culture: Fixing Unclear Core Values for Sustainable Growth

As businesses scale from early hustle to structured operations, there comes a moment where culture must become intentional. In Stage 3 (Delegation Stage: 35–57 employees), leadership transitions from doing to guiding—and that shift hinges on one critical element: clearly defined and consistently reinforced core values.

At Apex GTS Advisors, we often work with companies experiencing growing pains at this stage. They’re hiring rapidly, expanding departments, and distributing leadership across new layers of the organization. However, when we ask about their company values, the answers are often vague, inconsistent, or missing altogether.

This may signal that Core Values are Unclear—a hidden but high-impact issue that undermines alignment, decision-making, and scalable culture.

Why Clear Core Values Matter in Stage 3

Stage 3 is when leadership can no longer personally oversee every decision. Instead, they rely on teams and mid-level leaders to make day-to-day calls. Without shared values guiding those decisions, inconsistency creeps in. The culture becomes reactive—misalignment multiplies.

Clear core values solve this by becoming a “north star” for the organization. They:

  • Guide hiring, promotions, and accountability
  • Shape internal communication and external brand perception
  • Align departments and teams on behavior expectations
  • Strengthen trust and cohesion in fast-changing environments

In other words, core values are the operating system of your culture. Without them, your systems crash under the weight of complexity.

The Risks of Unclear Values

When core values are undefined or inconsistently applied, organizations experience:

  • Conflicting behaviors across teams
  • Culture drift, especially with remote or hybrid teams
  • Difficulty holding people accountable
  • Breakdowns in trust or collaboration
  • Misalignment between leadership and execution

It’s not just a cultural issue—it’s a growth barrier. Values influence everything from brand reputation to leadership credibility.

Common Traps Stage 3 Companies Fall Into

At this stage, many companies experience what we call “cultural erosion by default.” Leadership is focused on systems, staffing, and revenue, leaving values to fade into the background. Here are a few red flags:

  • Values were created years ago but aren’t referenced
  • Leadership can’t recite or align decisions with them
  • Values exist on a wall or website but not in daily behaviors
  • New hires are unsure what the company “stands for”

This disconnect creates cultural confusion at exactly the stage when clarity is most needed.

Five Steps to Clarify and Activate Core Values

Apex GTS Advisors helps clients bring their values back to life through structured, people-first strategies. Here are five key steps to fixing unclear core values:

1. Reassess and Redefine

Start by revisiting your current values. Ask:

  • Do these reflect who we truly are and who we aspire to be?
  • Are they specific enough to guide behavior?
  • Do they resonate with our current team and future goals?

Engage your leadership team and key staff in the conversation. Gather input on what values are currently lived and which are aspirational. Strive for 3–5 values that are:

  • Clear and memorable
  • Behavior-based
  • Authentic to your company’s DNA

2. Connect Values to Behavior

Values mean nothing without action. Once defined, translate each value into specific, observable behaviors. For example:

Value: “Own the Outcome” Behavior: “We take full responsibility for our work, including the results it delivers.”

These behavioral anchors make it easier for teams to internalize and apply values in real-world situations.

3. Integrate into Systems

To make values stick, they must show up in:

  • Job descriptions and interview questions
  • Onboarding and training programs
  • Performance evaluations
  • Recognition and rewards systems
  • Leadership development initiatives

When values are woven into these systems, they move from “words on a wall” to habits that shape culture.

4. Model from the Top

Values won’t be taken seriously if leadership doesn’t live them. Executives and managers must consistently model the values, especially when it is inconvenient. Hold yourself and each other accountable.

Encourage storytelling around the values in action. Share real examples of decisions made through a values lens.

5. Reinforce Consistently

Finally, values need visibility and reinforcement:

  • Highlight a “Value of the Month”
  • Share shout-outs for value-driven behavior in team meetings
  • Use internal communication tools to celebrate wins tied to values
  • Ask for feedback on how well the company is living its values

These rhythms keep the conversation alive and help embed values deep into the culture.

How Apex GTS Advisors Supports Value Clarity

At Apex GTS, we help organizations rediscover, clarify, and activate their core values in a way that supports scalable growth. Our approach includes:

For additional tools and thought leadership, visit our Resource Hub.

To explore how we can support your leadership team in building a culture that scales, check out Our Services.

Final Thoughts

In Stage 3, values aren’t optional—they’re essential. As your organization grows in size and complexity, your culture must grow in clarity. Unclear values slow teams down. Clear values speed decisions, deepen trust, and strengthen accountability.

Fixing Challenge #15 isn’t just about culture—it’s about performance, retention, and long-term success.

Ensure your team understands your core values and feels inspired to embody them daily.