When we first began implementing the EOS (Entrepreneurial Operating System) framework at directworx, one of the earliest exercises was defining our Core Values. At a glance, it might seem like a “culture” exercise or a feel-good HR moment. But for a company in transformation, shifting from traditional print/mail services to a connected, data driven communications partner, this needed to be anything but fluff. The key difference in the EOS process is that we must completely set aside how our Core Values might be perceived by customers or how our brand might be seen externally. That rule eliminated all the “fluff.” This was not to be a branding exercise.
As Michelangelo said, “Every block of stone has a statue inside it and it is the task of the sculptor to discover it.” The same is true of revealing an organization’s Core Values. Our Core Values are 100% derived from observed behaviors of a few of our very best and most beloved team members: the kind of superheroes every team relies on, and every organization wishes they had a hundred of. Articulating how their behaviors revealed their values was a true “aha” moment for us!
Our Core Values have now become one of the most practical tools we use to lead, hire, grow, and stay aligned.
What Are Core Values (Really)?
Core values should not be buzzwords or slogans. They are the non negotiable principles that reflect and define how we work and who thrives in our organization. At directworx, our core values are:
- Pursuit of Better: We are driven by a relentless hunger to achieve more. We bring purpose and passion to deliver meaningful results.
- Getting it Right: Precision matters. Our customers count on us for it. Every detail and problem avoided or solved is an opportunity to build trust and raise the bar.
- Owning It: We step up, deliver and see things through. We face challenges head on with accountability and urgency.
- Stronger Together: We collaborate and communicate with authenticity, humility and respect. We are in this together, and we are better for it.
These are not just framed on a wall. They show up in recruitment, team meetings, leadership reviews, and even in how we choose our customers and partners.
Why Core Values Matter in a Growth-Oriented Business
One of the most overlooked roadblocks to scale is not technology or capital; it is misalignment. When people do not share a common understanding of how decisions should be made, or what “good work” looks like, chaos creeps in. That is why defining and applying core values is critical to maintaining consistency across departments, offices, and even time zones.
EOS helped us realize that core values are not just for “culture fit.” They are a standard for performance and accountability. When we evaluate team members or candidates, we ask: Do they live these values? Are they likely to elevate them in others?
From Leadership to the Front Lines: A Shared Language
Core values become a shortcut for coaching and feedback. They allow leaders to celebrate wins and course correct misalignment in a way that is objective, not personal. When someone embodies the Pursuit of Better or Gets it Right, we recognize it. If a decision falls short of Owning It or being Stronger Together, we can have a direct conversation using language we have all committed to. That shared clarity saves time, reduces friction, and keeps us aligned, even when things get hectic or uncomfortable.
It is also a powerful way to reinforce company wide behavior. Whether you are leading a department or running a machine on the production floor, the same expectations apply.
Hiring and Retention: Filtering for Fit
The best core values do not just describe who a company is, they help you hire who you want it to become. For us, the Pursuit of Better is not about constant reinvention, it is about bringing purpose and passion to meaningful change. Getting it Right does not mean perfection, it means approaching every detail with care and intention. These subtleties show up in how we interview, onboard, and coach. And when we live our values, we reduce turnover, increase engagement, and build a team that runs on shared beliefs, not just policies.
EOS gives us the structure to take what we intuitively believed and turn it into a consistent system. We review our core values in every quarterly conversation. They show up in our People Analyzer and help guide our Accountability Chart. They are not theoretical, they are how we run the business. As Gino Wickman says in Traction, “You cannot build a great company without great people, and the right people are the ones who share your core values.” We have seen that firsthand at directworx.
The directworx Advantage
At directworx, our core values are not just words on a wall. They shape how we hire, collaborate, and deliver. We believe in the Pursuit of Better, bringing purpose and passion to drive meaningful results. We focus on Getting it Right, knowing that precision builds trust and sets us apart. We Own It, facing challenges head on with urgency and accountability. And we are Stronger Together, communicating with authenticity and respect to achieve more as a team. This commitment to our values ensures that every direct mail campaign and printing project we handle is executed with the highest level of integrity and professional care.
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