January 2025

JPMorgan Chase informed its 300,000 employees on Friday that it is implementing a strict return-to-office policy and almost all workers are required to work in the office five days a week beginning in March, according to an internal memo seen by Barron’s.

“We feel that now is the right time to solidify our full-time in-office approach,” the memo reads. “We think it is the best way to run the company.” The only exceptions to the mandate are teams with work that “can be easily and clearly measured.”

According to Bloomberg, more than half of JPMorgan staff, or about 60%, are already working in the office five days per week. These employees are managing directors, bank branch workers, and salespeople, among other senior or client-facing roles. The shift from hybrid to fully in-person work will most likely affect back-office roles, like call center workers, the outlet noted.

JPMorgan Employees React to RTO Mandate

The bank posted the news to an internal company website, and the return-to-office mandate was met with pushback by employees.

^{JPMorgan CEO Jamie Dimon. Photographer: Kent Nishimura/Bloomberg via Getty Images}

Related: ‘Five Is Ideal’: JPMorgan Will Reportedly Follow Amazon, Walmart With Strict Return-to-Office Policy

Employees could leave comments attached to the news with their first and last names on display — and they did, with more than 300 sharing worries about the return-to-office mandate’s effects on their commute, childcare costs, and work-life balance.

According to people familiar with the matter who spoke with the WSJ, one person even brought up unionizing to keep the hybrid schedule.

This reportedly led JPMorgan to shut down comments on Saturday, though parts are still available for employees to see, per the WSJ.

Related: JPMorgan Chase CEO Jamie Dimon Isn’t Worried About AI Taking Over Jobs — Here’s Why

JPMorgan CEO Jamie Dimon told the Wall Street Journal in April that he prefers people work in the office five days per week, though in some cases, “taking a day or two at home is fine.”

JPMorgan is the largest bank in the U.S. with $3.9 trillion in assets.

In implementing a fully in-person schedule, JPMorgan follows the example of companies like Amazon and Walmart, both of which have received pushback from employees.

Some Walmart employees opted to quit instead of comply and 73% of Amazon corporate employees stated in September that they were looking for a new job, shortly after Amazon announced the return-to-office mandate.

Related: JPMorgan Chase CEO Jamie Dimon Says Bankers Are ‘Dancing in the Street’ Following Donald Trump’s Win

It’s really hard to find a job right now, and the prevalence of “ghost jobs” is not helping.

According to an internal review of data by hiring platform Greenhouse, 18% to 22% of job posts are ghost listings, or roles that companies aren’t actually trying to fill.

Greenhouse has more than 7,500 clients, including Major League Baseball and HubSpot, and found that nearly 70% of the companies using its platform had posted at least one ghost job in the second quarter of 2024.

Construction, the arts, food, and legal were the industries with the most ghost jobs, according to the internal data.

For about 15% of Greenhouse’s clients, posting ghost jobs was a regular occurrence. Half of the jobs listed by this group went unfilled in the second quarter of last year.

Related: AI Can Now Apply to 1,000 Jobs While You Sleep. Here’s How Many Interviews an AI Bot Creator Got in One Month.

“It’s kind of a horror show,” Greenhouse president and co-founder Jon Stross told the Wall Street Journal, adding that “the job market has become more soul-crushing than ever.”

Greenhouse isn’t the first to study the issue. An October analysis from Resume Genius found that there were over 1.6 million potential ghost jobs on LinkedIn in the U.S. alone.

Why Do Companies Post Ghost Jobs?

According to Resume Genius, leaving up dead-end job postings is advantageous to companies because it creates the illusion that the company is growing, leaves the door open to new talent, and allows them to amass LinkedIn followers and emails for mailing lists.

Related: I Quit My Corporate Job to Start a Business. Here’s How I Went From Having $35,000 Credit Card Debt to Making $4 Million.

Clarify Capital, a small business loans site, surveyed over 1,000 hiring managers in 2022 and one of the most common reasons provided for having ghost job listings was to keep current employees motivated by giving the impression of growth.

How to Spot a Ghost Job

According to Resume Genius’ Job Seeker Insights Survey, conducted in August, nearly one in three job searchers were frustrated by ghost jobs.

Resume Genius recommends that job seekers always check the date that a position was listed and pass on applying if it was up for two months or longer. According to the Society of Human Resource Management, the average time to fill open roles was 41 days in 2024, or about a month and a half.

Another way to spot a ghost job from a job board is to cross-check the role with listings directly on the company’s site. Sometimes the company’s site will have more up-to-date information.

Checking the company’s social media and reaching out to the company directly are also options.

Related: These Are the 10 Highest-Paying Jobs With the Lowest Stress, According to a New Report

A couple of months ago, I visited a well-known establishment in Miami for dinner. Even though it was a regular weeknight — not nearly as busy as a weekend rush — I noticed one of the staff members seemed completely overwhelmed. The table next to me was making endless demands, and the employee was visibly stressed, trying to accommodate them all. Watching this unfold, I couldn’t help but think: “Is this really how businesses should operate?” The idea that one customer could disrupt an entire team’s performance didn’t sit right with me.

The phrase “the customer is always right” has been a cornerstone of business for decades. This culture of prioritizing customer satisfaction has spilled into every industry. It’s a principle reinforced by review platforms like Yelp and Trustpilot, where reputation directly influences revenue. At OysterLink, we feel this pressure too, constantly working to stand out in a competitive market.

But as entrepreneurs, we have to ask: At what cost? In doing so, have businesses overlooked something far more important? It’s time for a shift — from rigid service norms to a relationship-driven model, where the connection between employees, customers and leadership is valued more than blind compliance.

Related: The Customer Isn’t Always Right, But They Should Be Treated Right — Here’s Why It Really Matters (and How to Keep Them Happy)

The dark side of ‘the customer is always right’

There’s endless focus on keeping customers happy, but little attention is paid to how this impacts employees. The relentless push to please clients often leads to burnout and low morale. If chasing perfect reviews comes at the expense of employee morale or long-term stability, it’s time to rethink the approach.

In fact, a recent survey found that over 80% of employees experience burnout from their workload. And a significant part of that workload is centered around meeting customer demands. When employees are burned out, they’re less likely to deliver high-quality service.

This creates a vicious cycle. Unreasonable customer expectations lead to stressed employees, which in turn impacts overall service quality. Errors become more frequent, delays grow longer and other customers are left dissatisfied.

Over time, this cycle can drive high turnover rates — a costly problem for any business. Replacing a single employee can cost up to twice their annual salary, factoring in recruitment, hiring and training expenses. While businesses may secure short-term customer satisfaction, they often pay a long-term price.

The benefits of building relationship-centric service

What if businesses shifted their focus from appeasing every customer demand to building genuine relationships? When customers feel valued as part of a community, they’re more likely to return and less likely to make unreasonable demands.

Achieving this requires empowering employees to connect with customers on a personal level. This could mean remembering names, preferences, or special requests for regular patrons. More importantly, it means giving employees the flexibility to resolve issues with empathy and understanding, rather than rigidly adhering to outdated principles.

Every customer situation is unique. Often, customers simply want to feel heard rather than be offered a generic solution. By equipping employees with the tools and training to exercise good judgment, businesses can foster a more positive environment for both staff and customers.

A thriving work environment doesn’t just benefit employees — it also attracts the right talent and helps retain them. Happy employees are the foundation of happy customers, creating a cycle of positivity that drives business success.

Related: Who Is More Important — Your Customers or Your Employees?

Examples of relationship-driven success

Companies that embrace a relationship-centric approach show how prioritizing employee satisfaction leads to exceptional service and customer loyalty.

With the motto “We are ladies and gentlemen serving ladies and gentlemen,” The Ritz-Carlton emphasizes mutual respect between staff and guests. Employees are empowered to go above and beyond to resolve issues and create memorable experiences. For example, a Ritz-Carlton employee once flew across the country to return a guest’s lost laptop — a small act that cemented the brand’s reputation for excellence. This commitment to relationships fosters unwavering customer loyalty.

Chewy, known for its exceptional customer service, demonstrated extraordinary empathy in a situation that involved a grieving customer. After the customer’s pet passed away shortly after purchasing a large order of pet food, Chewy’s team went beyond a typical refund. They not only provided a full refund but also sent a heartfelt condolence card and a bouquet of flowers to express their sympathy. This personal gesture wasn’t a scripted response — it was the result of a company culture where employees are trusted and encouraged to act with empathy. This story shows how allowing employees to be human fosters powerful, meaningful customer experiences.

Embrace change: Prioritize authentic connections

It’s time for business leaders to rethink outdated norms and embrace change. Building genuine connections — among employees, customers and leadership — isn’t just a “nice-to-have.” It’s a necessity for long-term success.

At Oysterlink, we decided to focus on building a community and providing practical support like career advice, industry leader interviews and paycheck calculators, while also partnering with employers for giveaways like free consultations. This relationship-centric approach has already boosted customer loyalty. For example, candidates engage with our resources even after finding a job. As a result, we’ve seen higher retention rates and positive feedback.

The benefits are clear: a happier team, more satisfied customers and a stronger business overall. After all, the best relationships — whether in business or life — are built on mutual respect, not one-sided demands. By adopting this mindset, businesses can create a more balanced and rewarding future for everyone involved.

Related: Why Prioritizing Connections Will Be the Superpower That Drives Your Success

Small business owners closed out 2024 wondering if their tech stack could handle not just the holiday rush, but the challenges of 2025. While 40% of SMBs admit to experiencing “AI FOMO,” according to a survey by my company Builder.ai, they’re hitting real roadblocks: budget constraints, integration headaches and that nagging question: “Is this the right time to jump in?”

Nearly a decade ago, software development was an unplanned route for my professional journey and not something that I anticipated. I was co-founding my photography company and found myself frustrated at software developers who were supporting us at that time. This sparked a slew of ideas around the question of if professional engineers are struggling, how could entrepreneurs or startups create their own apps with little to no technology experience?

I can imagine how hard it is for small businesses to cut through the noise and stand out during the busiest shopping time of the year. The pressure to promote your business effectively, while juggling sales, marketing and customer service, was overwhelming.

Think of AI like that perfect holiday gift — initially daunting to pick out, but ultimately transformative. From handling routine customer queries to streamlining inventory management, AI is like having a tireless assistant who never asks for overtime.

But here’s the thing: Choosing the right AI tool shouldn’t feel like blindly picking from a gift catalog. The key is finding a solution that plays nice with your existing tech and feels less like a disruption and more like a natural extension of your business. Think of it as adding a new team member who seamlessly fits into your existing crew.

Related: Almost Half of VC Funding Raised Last Year Went to Startups in One Category

Implementing AI during uncertain times

In today’s uncertain economic climate, having AI in your corner is like having a business stabilizer. It’s not just about automating tasks — it’s about making smarter, data-backed decisions and a reality check: resistance vs. progress. Small business owners face unique challenges like proper support, education and resources to implement AI solutions across their business. In my experience, I’ve seen one of the biggest issues in the technology industry — the overwhelming hurdles to entry for entrepreneurs, especially those operating a small business.

Let’s address the elephant in the room: AI isn’t exactly the new kid on the block, but its recent explosive growth has many small business owners feeling uneasy. The concerns are real: 29% worry about tech failures, 28% about employee pushback and 27% about costs burning a hole in their pocket, according to the Builder.ai survey. Add to that the 30% who are watching the AI regulatory landscape with raised eyebrows.

While these fears are valid, I’ve learned strategies to navigate these concerns and discovered in my journey that it is not the technology that is the barrier for users, it’s the need for understanding and deploying it to make it accessible and integrated throughout a business. It is critical for small businesses to stay competitive and not fall behind on technological advancements in their respective industries. While there are apprehensions and outside factors to consider, small businesses should embrace AI as soon as possible to improve their business model and ROI as we head into the new year.

The AI advantage: More than just a seasonal helper

But here’s an interesting twist — despite these concerns, 54% of small businesses are planning to increase their AI investment this year. Why? Because smart business owners know that staying competitive means embracing innovation, even when it feels uncomfortable.

Beyond the holiday chaos, AI brings year-round perks. Picture this: smoother app development, better time management and communication that flows effortlessly both inside and outside your business. The best part? You’re always in the driver’s seat, with transparent processes that keep you in control. AI can be the support you need near the end of the year and can work to streamline processes and make your overall workflow more efficient.

When seeking an AI tool, look for one that acts as a partner of your team and easily integrates with existing technology and infrastructure already in place. It should be straightforward, fully transparent and give small business owners complete control of the project they are working on. During uncertain times, AI and software solutions can provide the structure and support to keep small businesses on track, no matter the storm.

Related: These Days, Everything Is ‘Powered By AI.’ Here’s How to Tell Hype From Real Innovation.

The final take

The holiday season reminds us that sometimes the best gifts are the ones that seem a bit intimidating at first. In my own career, I’ve learned firsthand that technology should empower entrepreneurs and make them feel like superheroes, it shouldn’t set them back. AI might feel like that complex gadget you’re hesitant to unbox, but once you do, you’ll wonder how you managed without it. And unlike those holiday sweaters that end up in the return pile, this is one investment that keeps on delivering value.

For small businesses leaping headfirst into 2025, the question isn’t really whether to adopt AI, but how to do it smartly. With the right approach and tools, AI can be the gift your business didn’t know it needed — no gift receipt required.

Spencer Rascoff co-founded Zillow. Austin Allison sold his company to Zillow for $125 million. Now they’ve teamed up to co-found Pacaso and transform the $1.3T vacation home market.

Pacaso’s streamlined digital marketplace is leading the co-ownership revolution, making luxury vacation homes accessible, fully utilized, and hassle-free. And the results speak for themselves: nearly $1 billion in transactions, 1,500+ happy homeowners, $100 million+ in gross profits, and impressive growth on their H1 2024 earnings, the company says.

With properties in 40 markets, Pacaso is using co-ownership to make luxury vacation homes accessible worldwide. And this is just the start. Even better – investors can join for just $2.70/share.

Next-generation co-ownership

Pacaso’s co-ownership model is powered by proprietary tech and an innovative structure that eliminates the headaches of traditional vacation home ownership. Here’s how it works:

• Seamless transactions: Clients easily buy, finance, and resell shares of luxury homes through Pacaso’s intuitive platform.
• Turnkey ownership: Pacaso handles maintenance, scheduling, and furnishing; owners simply enjoy their vacation homes.
• Maximized value: Homes that once sat empty 90% of the year now stay occupied nearly year-round, benefiting owners and local economies.

And the demand for their services and expertise is real. Co-ownership is growing 21% annually in the U.S., and Pacaso homes have appreciated nearly 10% since 2021 – roughly double the growth of the broader luxury market.

Dominating a $1.3 trillion market

Pacaso is leading the charge in the $1.3 trillion U.S. vacation home market, combining real estate innovation with tech-driven efficiency to generate multiple revenue streams. These include transaction service fees on every sale, recurring property management fees, and exclusive financing options tailored to co-owners.

The platform’s global reach is growing quickly, with recent market expansions in Paris and London. In fact, Pacaso’s first Paris property sold out so fast that they purchased a second – on the same street. Now, as they scale, Pacaso’s unique model is poised to dominate the vacation home segment.

Why investors are paying attention

There are many reasons top firms like SoftBank and Maveron have already backed Pacaso, including:

• Proven leadership: Pacaso’s founding team helped grow Zillow to a $16 billion valuation.
• Strong growth metrics: Nearly $1 billion in transactions, over $100 million in gross profits, and a 38% year-over-year increase in adjusted gross profit in H1 2024.
• Surging demand: 40% of Americans want to buy a vacation home in the next year (Coldwell Banker), and co-ownership is growing 21% annually in the United States

And here’s the kicker: Pacaso is now accepting public investment in this co-ownership boom for just $2.70 a share.

Claim your stake in Pacaso today and be part of this market’s next big disruption. Visit invest.pacaso.com to learn more.

This is a paid advertisement for Pacaso’s Regulation A offering. Please read the offering circular at invest.pacaso.com.

Job hunting can feel like a full-time job on its own. Endless scrolling through job boards, customizing applications, and keeping track of it all—who has time for that? LoopCV Premium is your new secret weapon in the job market.

For just $39 (regularly $599), this lifetime subscription simplifies job searching. It automates up to 300 applications per month and can potentially help you land interviews faster.

LoopCV can save you time and supercharge your job search. Simply upload your résumé, set your job preferences, and let LoopCV do the heavy lifting.

It scans top job boards like LinkedIn, Indeed, Monster, and Glassdoor to find openings tailored to your goals. You can sit back as LoopCV automatically applies on your behalf or take control by approving applications manually. Either way, you’ll never miss an opportunity.

Here’s where it gets really exciting: LoopCV doesn’t stop at applications. It also sends personalized emails to recruiters, making your outreach more professional and polished. With customizable templates and detailed tracking, you’ll know exactly which emails are getting opened and which résumés are grabbing attention.

LoopCV also offers advanced tools for job seekers who want to go the extra mile. You can A/B test résumés to see which one gets the best response, set filters to focus only on jobs that truly align with your goals, and exclude companies you’re not interested in. Think of it as your personal job-hunting assistant, always working in the background to bring you closer to your next big opportunity.

Whether you’re a busy professional looking for your next step or a job seeker trying to get back in the game, LoopCV is designed to make life easier.

Optimize your entire job search process with the help of a lifetime of LoopCV Premium for just $39 (regularly $599) for a limited time.

LoopCV Premium Plan: Lifetime Subscription – $39

Get It Here

StackSocial prices subject to change.

We’ve all been stuck with a stubborn PDF that just won’t cooperate. Whether you need to edit, annotate, merge, or sign a PDF, those tasks can feel like a nightmare without the right tools. However, there’s no need to stress. The PDF Expert was made to make PDF management much easier.

For just $79.99 (regularly $139), you can get lifetime access to the go-to PDF editor for Mac, making all your PDF-related tasks a breeze.

It allows you to edit text easily, fill out forms, and sign documents. It’s packed with features that solve the most common PDF frustrations, helping you save time and improve productivity.

PDFs are notoriously hard to work with. You can’t simply click and type like you would in a Word document. Want to update a contract? You usually have to start from scratch or convert the file into another format, which often ruins the formatting.

But with PDF Expert, those issues disappear. The app allows you to edit text directly in the PDF, so you can fix typos, update numbers, or add paragraphs without hassle. Need to add a new image or update a logo? PDF Expert lets you insert images seamlessly, making it perfect for updating reports, presentations, or marketing materials.

And if you’re constantly filling out forms or signing documents, PDF Expert makes it incredibly easy. You can fill out PDF forms with a click and add your signature in just a few seconds. No more printing, signing, and scanning—everything is done digitally and efficiently.

Instead of wrestling with clunky PDF tools or relying on multiple apps to get the job done, PDF Expert provides all the tools you need in one intuitive interface.

From merging multiple PDFs into one file to converting PDFs into Word documents, PDF Expert makes managing PDFs simple and efficient. Plus, with OCR technology, you can even recognize and search text in scanned documents, making it easier to find the information you need.

Don’t miss the chance to save 42% on this invaluable tool.

Enjoy lifetime access to PDF Expert for just $79.99 (regularly $139).

PDF Expert Premium Plan: Lifetime Subscription (Mac) – $79.99

Get It Here

StackSocial prices subject to change.

As TikTok attempts to pause a fast-approaching deadline that forces it to separate from its Beijing-based parent company ByteDance or face a ban in the United States, small business owners are starting to prepare for the worst. The Supreme Court listened to arguments on Friday and is expected to rule on the case by the end of next week.

In the meantime, creators are building email lists, joining other social platforms, and starting newsletters.

Lizz Smoak, co-founder of branding and marketing agency, Maiden Media, and a mentor and chairwoman for volunteer business mentor organization SCORE said the ban is about more than the app.

Related: ‘Sent Ripples Through the Marketing World’: What Businesses Can Do Now to Prepare for a Possible TikTok Ban, According to a CEO

“It’s about the businesses and creators that rely on it,” Smoak told Entrepreneur. “I’ve seen how critical platforms like TikTok are for entrepreneurs. They’re more than marketing tools; they’re lifelines for businesses.”

Creators who protested outside the Supreme Court Friday in Washington said the same. Andrea Celeste Olde, a TikTok content creator, told the New York Times that the platform helped her launch her business after being a stay-at-home mom for 10 years.

“TikTok is where I created my community,” she told the publication. “I have made friendships. I have business partners. That’s how we connect.”

Smoak says that TikTok’s algorithm makes it one of the only platforms where small business owners and emerging entrepreneurs can go viral without spending a fortune pushing their content, and a ban would throw “thousands of businesses off track.”

In December, TikTok warned in a court filing that if the ban goes through, creators and small businesses in the U.S. could lose $1.3 billion in revenue and earnings—in one month.

Related: Looming TikTok Ban Has Creators Questioning How Much of Their Business They Really Control

Still, a Statista survey, conducted from April to May 2023 among U.S. TikTok users found that 73% of respondents thought TikTok was addictive and 27% said they experienced negative mental health effects because of the app.

“A ban could be a wake-up call for healthier online habits,” Smoak stated.

The founder and CEO of handwritten notes service Handwrytten, David Wachs, told Entrepreneur last week that brands should strengthen the community they have grown on TikTok by hosting virtual events like webinars, live Q&A sessions, and virtual product launches that encourage real-time interaction.

“The potential ban of TikTok has sent ripples through the marketing world, urging brands to rethink their strategies,” Wachs said. “While it may seem like a setback, this shift opens up a valuable opportunity for brands to enhance direct engagement with their audience.”

Related: Is Kevin O’Leary Buying TikTok? ‘Shark Tank’ Star Teams Up With Frank McCourt for ‘People’s’ Bid

Other experts suggest reaching out to big brands with influencer marketing programs, like Walmart and Amazon, to diversify your content and options.

If you’ve been juggling external hard drives, monthly subscription fees, and limited storage space, it’s time for a change. FileJump Cloud Storage offers lifetime access to 2TB of secure, scalable, and user-friendly cloud storage for just $69.97 (regularly $467). It’s the perfect Goldilocks deal—not too expensive, not too limited, and just right for professionals and business owners who need reliable, accessible storage.

FileJump is built for simplicity and performance. With 256-bit AES encryption, your files are securely stored and easily accessible from anywhere, whether you’re at the office, working remotely, or on the go, the company says. Unlike traditional storage solutions, FileJump eliminates the hassle of managing physical devices or paying monthly fees.

File management can be less of a chore thanks to its intuitive drag-and-drop interface. Need to share a presentation with your team? Simply generate a link. Want to collaborate with clients? Grant them secure access to specific folders. Plus, with built-in preview support for images, videos, and Excel files, you can review your content without downloading it.

What sets FileJump apart from competitors like OneDrive and Koofr is its affordability and functionality. For a one-time payment, you get unlimited downloads, no transfer speed limits, and a seamless experience across devices. It’s a storage solution that grows with you, offering unmatched value for professionals and businesses.

Why settle for pricey subscriptions or clunky external drives when FileJump offers a sleek, secure, and scalable solution? For less than dinner out, you’ll get lifetime access to 2TB of cloud storage, ensuring your files are always safe, organized, and at your fingertips.

Whether you’re a business professional managing sensitive data or a freelancer storing creative assets, don’t miss FileJump’s lowest price on lifetime access to 2TB of cloud storage for $69.97 (regularly $467).

FileJump 2TB Cloud Storage: Lifetime Subscription – $69.97

Get It Here

StackSocial prices subject to change.

Most organizations define their values during pivotal moments — at their founding, during a rebrand or when leadership changes. But too often, those values are relegated to the About Us page of a website, sitting alongside the mission and vision statements, destined to be forgotten.

Even when employees know the stated values, they often feel disconnected from them. That’s because many company values are dopaminergic ideals — concepts that trigger excitement or aspiration but lack grounding in practical application. They aren’t used to align behavior, build trust or guide decision-making — and that’s a missed opportunity.

Values are one of the most powerful tools a company has. They create alignment, empower autonomy and enable agility. Yet, for many organizations, values remain neglected and underutilized.

What does “value” really mean?

The word value comes from the Latin root meaning “to be worth” or “to be strong.” It shares its origin with valiant. Living by your values is an act of courage. It means standing firm in what matters most. For a company, this is the foundation of a loyal, connected, and vibrant culture.

Every team is made up of individuals with unique backgrounds and personal values. Shared values bring people together. They create alignment around a common purpose, removing ambiguity and reducing the need to second-guess intentions. With shared values, trust grows and teams can focus on meaningful actions, even while navigating uncertainty.

Related: 3 Steps to Establish Authentic Core Values

The competitive edge of values

Strong values don’t just shape internal culture — they also set you apart in the marketplace. As Simon Sinek famously said, “People don’t buy what you do; they buy why you do it.” Your values articulate your why. They communicate what your company stands for and how you operate in the world.

This principle is the foundation of my book, Start With Values. Refreshing your company’s values isn’t about branding or appearances. It’s a deep, introspective process. It asks two essential questions: Who are we now? and How do we want to operate in a constantly evolving world?

Co-creation brings values to life

The best values are created collaboratively. Start by asking your team, “What’s most important to you?” Collect their answers. Look for patterns. You might be surprised by what you discover.

In my work with companies, this exercise often uncovers unexpected insights. At one organization, employees ranked wisdom, integrity, and achievement as their top values. Leadership hadn’t anticipated these — they assumed the team’s priorities revolved around service and stability.

We refined these values into actionable principles:

• Integrity became Do the right thing.
• Wisdom became Evolve — a call to learn and grow.
• Achievement became Be bold — a rallying cry for confidence and innovation.

This process matters. When employees feel heard and see their input reflected, they’re far more likely to embrace and live those values. Ownership transforms abstract ideas into shared commitments.

The rule of three

Three is the magic number for company values. Why? Because it’s easy to remember. Think of the three little pigs, the three wise men or the “ABC” simplicity we learned as children. Limiting yourself to three values ensures clarity and focus.

These values should become lenses for decision-making. For instance, a customer service agent handling a complaint might ask:

• Can I be bold in solving this issue?
• Can we evolve our process to prevent similar problems?
• Am I doing the right thing for the customer and the company?

These questions provide clarity and empower employees to act with confidence. Decisions become faster and alignment improves.

Related: Unlock the Secret to Crafting Compelling Core Values With This Step-by-Step Guide

Turning values into action

Values shouldn’t be static words on a page. They should guide how your company operates — how you act, react and make decisions.

Elite teams, like Navy SEALs or championship sports teams, demonstrate this in practice. For them, values aren’t theoretical concepts. They’re embedded in every action and decision. Over time, these values become second nature — not because they’re forgotten, but because they’ve been fully integrated.

In the corporate world, companies with strong values consistently outperform their peers. They foster trust, encourage innovation and navigate challenges with resilience. Teams that know what they stand for move faster, collaborate better and deliver more consistently. Research by Gallup suggests that connection to company culture creates a fourfold increase in engagement and a 62% reduction in burnout.

Why now?

If your values feel outdated or disconnected, now is the time to revisit them. Values should reflect who you are today, not who you were five or 10 years ago. They must be relevant, actionable and aligned with your organization’s goals.

Start by listening to your team. Identify shared personal values. Then, refine those insights into three clear, actionable organizational values. These values should inspire, guide and energize — not overwhelm. When done well, values are more than statements. They’re your identity. They build trust. They drive performance. They create cultures that people want to be part of.

It’s time to rethink your company’s values. The secret to a thriving, connected team might be closer than you realize.