The ultimate core values list: 360 core value examples

Find your core values with 360 examples in 12 categories, a simple 5-step method, the research on why values matter and the 10 values I live by.

by Navid Moazzez·Updated 3 okt. 2026·27 min read·

The ultimate core values list: 360 core value examples

Struggling to make big decisions?

Feeling stuck, like something's missing, but not sure what?

It all comes down to your core values.

When you know exactly what you stand for, everything gets easier:

You stop second-guessing yourself.
You stay focused on what truly matters.
You make faster, better decisions.

That's why I created this ultimate core values list, with 360 core value examples to help you get clear on your values and build a life around them.

I live by 10 core values myself, and I'll show you each one, what it means to me and how it shows up in my work.

In this guide, I'll show you:

What core values are, and what the research says about them
How many core values you should have
A simple 5-step process to find yours, plus AI prompts to test them
360 core value examples, A to Z and sorted into 12 categories with what each one means
Examples of company core values, and the 10 personal core values I live by

Let's dive in.

key_takeaways.md

TL;DR

Key takeaways

Core values are the few principles that guide your decisions, priorities and behavior.

Research by Shalom Schwartz found the same 10 basic values in 82 countries, so most values on any list grow from a small set of motivations.

Writing about your values works: in one study it lowered stress hormones, and in another it cut a school achievement gap by 40%.

I recommend 5 to 10 core values, while Brené Brown asks people to cut their list to just 2.

The values that count are the ones you act on, so turn each one into a daily habit and a clear no.

What are core values?

Core values are the fundamental principles that shape your decisions, priorities and behavior. They're what you stand for, even when standing for it costs you something.

They influence:

What you say yes or no to
Where you focus your time and energy
How you respond to challenges

Think of them as your internal compass, keeping you aligned with what truly matters.

A goal is something you reach, while a value guides how you get there and never runs out.

When you know your values, everything becomes clearer.

You stop chasing things that don't fulfill you.

And you make better decisions, with more purpose and confidence.

Navid Moazzez

@thenavidm

If you don't define your personal values, the world will do it for you.

Why are core values important?

Most people never take the time to define their core values, but those values impact every decision they make.

Without clear values, it's easy to:

Feel stuck or directionless
Struggle with decision-making
Prioritize the wrong things

Research backs this up.

Psychologists have studied values for decades, and reflecting on them has measurable effects:

where Shalom Schwartz's research found the same 10 basic values

0 countries

Schwartz, 2012

under stress for people who wrote about their values first

Lower cortisol

85 people, Creswell and others, 2005

smaller racial achievement gap after a brief in-class values writing exercise

Cohen and others, 2006

core values Brené Brown asks people to narrow their list down to

Dare to Lead

When you know exactly what matters to you, life becomes more focused and intentional.

You make faster, better decisions.
You stay disciplined when things get hard.
You build a life that actually aligns with what you want.

Your values influence every part of your life, whether you define them or not.

The real question is: Are you choosing your values, or letting the world choose for you?

The 10 basic values found in every culture

Social psychologist Shalom Schwartz's theory of basic human values is the most tested map of what people value.

His research identified 10 basic values that are recognized across cultures, with findings from 82 countries.

They sit in a circle: values next to each other fit together, and values on opposite sides pull against each other, like stimulation and security.

Here are the 10, with values from my list that grow from each:

Self-direction

What it's about: Independent thought and action: choosing, creating and exploring
Values from the list: Freedom, Independence, Creativity, Curiosity

Stimulation

What it's about: Excitement, novelty and challenge in life
Values from the list: Adventurous, Variety, Daring, Challenge

Hedonism

What it's about: Pleasure and enjoyment for yourself
Values from the list: Fun, Enjoyment, Joy, Zest for Life

Achievement

What it's about: Personal success by showing competence
Values from the list: Success, Ambition, Competence, Excellence

Power

What it's about: Status, prestige and control over resources
Values from the list: Status, Wealth, Influence, Recognition

Security

What it's about: Safety, harmony and stability of society, relationships and self
Values from the list: Security, Stability, Family, Order

Conformity

What it's about: Restraint of actions that could upset or harm others
Values from the list: Self-Control, Courtesy, Restraint, Lawfulness

Tradition

What it's about: Respect for the customs and ideas of your culture or religion
Values from the list: Tradition, Humility, Faith, Reverence

Benevolence

What it's about: Caring for the welfare of the people close to you
Values from the list: Loyalty, Honesty, Helpfulness, Forgiveness

Universalism

What it's about: Understanding, tolerance and protection for all people and for nature
Values from the list: Equality, Justice, Sustainability, Tolerance

Basic value	What it's about	Values from the list
Self-direction	Independent thought and action: choosing, creating and exploring	Freedom, Independence, Creativity, Curiosity
Stimulation	Excitement, novelty and challenge in life	Adventurous, Variety, Daring, Challenge
Hedonism	Pleasure and enjoyment for yourself	Fun, Enjoyment, Joy, Zest for Life
Achievement	Personal success by showing competence	Success, Ambition, Competence, Excellence
Power	Status, prestige and control over resources	Status, Wealth, Influence, Recognition
Security	Safety, harmony and stability of society, relationships and self	Security, Stability, Family, Order
Conformity	Restraint of actions that could upset or harm others	Self-Control, Courtesy, Restraint, Lawfulness
Tradition	Respect for the customs and ideas of your culture or religion	Tradition, Humility, Faith, Reverence
Benevolence	Caring for the welfare of the people close to you	Loyalty, Honesty, Helpfulness, Forgiveness
Universalism	Understanding, tolerance and protection for all people and for nature	Equality, Justice, Sustainability, Tolerance

Your own top values will lean toward a few of these.

Mine lean toward self-direction and achievement, with freedom and mastery among my 10.

How many core values should you have?

It's tempting to list dozens of values, but having too many can actually make decision-making harder.

Experts land in different places:

My approach

How many: 5 to 10
Why: Enough depth to cover work, health and relationships, few enough to remember

Brené Brown, Dare to Lead

How many: 2
Why: Circle about 15 first, then keep cutting until you're down to the 2 you hold most important

Company values

How many: 5 to 16
Why: Patagonia has 5, and Amazon has 16 leadership principles

Approach	How many	Why
My approach	5 to 10	Enough depth to cover work, health and relationships, few enough to remember
Brené Brown, Dare to Lead	2	Circle about 15 first, then keep cutting until you're down to the 2 you hold most important
Company values	5 to 16	Patagonia has 5, and Amazon has 16 leadership principles

Why 5 to 10 works for me:

Too few, and you don't have enough depth.
Too many, and they lose meaning.
5 to 10 values give you clarity without overwhelm.

Your core values should be non-negotiable: the principles that truly define how you live, work and make decisions.

You can still appreciate other values, but your core values are the ones that guide you daily.

How to determine your core values

Defining your core values isn't about picking words that sound good.

It's about finding the principles that actually guide your decisions, actions and mindset.

Here's a simple process to figure out what matters most:

1. Reflect on your best and worst decisions

Think about a time when you made a decision you're truly proud of.

What value guided that choice?

Now, think about a decision you regret.

What value did you ignore?

Patterns will start to emerge.

2. Identify what drives you daily

Ask yourself:

What do I prioritize no matter what?
What makes me feel the most fulfilled?
What frustrates me when others don't follow it?

The things you naturally focus on are often tied to your core values.

3. Learn from people you admire

Who inspires you the most?

What values do they embody that resonate with you?

Your mentors, role models and even books that shaped you can offer clues.

4. Look at your biggest challenges

Your struggles often reveal what matters most.

If you always get frustrated when people lack integrity, then honesty and trust may be core values for you.

5. Narrow it down to 5 to 10 non-negotiables

Now, review everything and filter it down to the values that define you the most.

Ask yourself:

Is this truly important to me?
Would I stand by this value no matter what?
Does this reflect how I actually live (or want to live)?

Pro tip Don't pick values just because they sound good. Choose the ones that actually drive your actions.

Or do it with my free core values finder: sort the 360 values below, narrow them to your top 5, and see them as a constellation.

Step 2: test your values in real life
Now that I have my core values, I want to make sure they truly align with how I live and work. Give me three real-world situations where I have to make a tough decision. Based on my answers, refine my list and remove any values that are not actually guiding my actions.

Step 3: make your values actionable
Now that I have a final list of core values, help me turn them into guiding principles. For each value, create a short statement that defines how I will apply it in my business and personal life. Then, suggest one daily habit or action that reinforces each value.

How to choose the right values for you

Not all values carry the same weight in your life.

Some sound good on paper but don't actually shape your decisions or drive your actions.

Here's how to filter your values and make sure you're choosing the ones that truly define you:

1. Reflect on your vision and purpose

Ask yourself:

What kind of person do I want to become?
What impact do I want to have on the world?
What are the non-negotiables I refuse to compromise on?

Your core values should align with your long-term mission, goals and identity.

2. Test your values in real-life scenarios

A core value should hold strong even under pressure.

Ask yourself:

Would I stand by this value even if it cost me money, time or opportunities?
Can I think of a time I lived by this value when it was difficult?
Do I actually act on this, or does it just sound good?

If a value only exists on paper but doesn't influence your daily actions, it's not really a core value.

3. Be authentic, not aspirational

It's easy to choose values you admire instead of the ones you actually live by.

If you say "creativity" is a value, but you never create, is it truly one of your core values?
If you say "adventure" is a value, but you rarely take risks, is it really guiding your life?

Your core values should reflect who you are, not just who you wish you were.

4. Keep it simple and actionable

Overcomplicating kills execution.

Stick to 5 to 10 core values at most.
Make sure they're clear and easy to remember.
Turn them into actionable principles, something you can live by daily.

5. Align your daily actions with your values

Values don't matter if you don't live by them.

Do your daily habits reflect these values?
Would people recognize these values in how you live your life?
Are your decisions aligned with what you claim to value?

If you're not acting on a value, it's either not really a core value, or you need to make changes.

Core values list: 360 core value examples

Below, you'll find the full list of 360 core values in two formats:

A to Z, to quickly scan and find the values that resonate with you
By category, with what each value means, to help you reflect on what truly matters

Ultimate core values list (A to Z)

Here's every value in alphabetical order.

Take your time and notice which ones stand out to you.

Acceptance

E to J: Efficiency
K to S: Kindness
S to Z: Self-Improvement

Accomplishment

E to J: Elevating Others
K to S: Knowledge
S to Z: Self-Motivation

Accountability

E to J: Empathy
K to S: Lawfulness
S to Z: Self-Reliance

Accuracy

E to J: Empowering Others
K to S: Leadership
S to Z: Self-Respect

Achievement

E to J: Empowerment
K to S: Learning
S to Z: Self-Sufficiency

Adaptability

E to J: Encouragement
K to S: Legacy
S to Z: Selflessness

Adaptability in Chaos

E to J: Endurance
K to S: Liberty
S to Z: Sensitivity

Adventurous

E to J: Energy
K to S: Lifestyle Design
S to Z: Serenity

Alertness

E to J: Enjoyment
K to S: Living with Purpose
S to Z: Servant Leadership

Altruism

E to J: Enlightenment
K to S: Logic
S to Z: Service

Ambition

E to J: Enthusiasm
K to S: Longevity
S to Z: Sharing

Amusement

E to J: Epic Discipline
K to S: Love
S to Z: Significance

Assertiveness

E to J: Equality
K to S: Loyalty
S to Z: Silence

Attentive

E to J: Ethical
K to S: Mastering Time
S to Z: Simplicity

Authenticity

E to J: Ethical Behavior
K to S: Mastery
S to Z: Simplified Living

Autonomy

E to J: Excellence
K to S: Maturity
S to Z: Sincerity

Awakening

E to J: Experience
K to S: Maximizing Potential
S to Z: Skill

Awareness

E to J: Exploration
K to S: Meaning
S to Z: Smart

Balance

E to J: Expressiveness
K to S: Mental Toughness
S to Z: Solitude

Balanced Living

E to J: Exuberance
K to S: Mind Expansion
S to Z: Sound Decision Making

Beauty

E to J: Fair-mindedness
K to S: Mindfulness
S to Z: Spirituality

Boldness

E to J: Fairness
K to S: Moderation
S to Z: Spontaneity

Boundless Curiosity

E to J: Faith
K to S: Modesty
S to Z: Stability

Bravery

E to J: Family
K to S: Motivation
S to Z: Status

Brilliance

E to J: Famous
K to S: Open-mindedness
S to Z: Stewardship

Calm

E to J: Fearless
K to S: Openness
S to Z: Strategic Thinking

Candor

E to J: Fearless Execution
K to S: Optimism
S to Z: Strength

Capable

E to J: Fearlessness
K to S: Order
S to Z: Structure

Careful

E to J: Feelings
K to S: Organization
S to Z: Success

Carefulness

E to J: Ferocity
K to S: Original Thinking
S to Z: Support

Certainty

E to J: Fidelity
K to S: Originality
S to Z: Surprise

Challenge

E to J: Fierce Independence
K to S: Passion
S to Z: Sustainability

Challenging the Status Quo

E to J: Flexibility
K to S: Patience
S to Z: Synergy

Challenging Yourself

E to J: Focus
K to S: Patriotism
S to Z: Tactfulness

Charisma

E to J: Foresight
K to S: Peace
S to Z: Talent

Charity

E to J: Forgiveness
K to S: Peace-seeking
S to Z: Teamwork

Clarity

E to J: Fortitude
K to S: Peak Performance
S to Z: Temperance

Cleanliness

E to J: Freedom
K to S: Perception
S to Z: Tenacity

Clear

E to J: Friendship
K to S: Performance
S to Z: Thankfulness

Clever

E to J: Fun
K to S: Perseverance
S to Z: Thoroughness

Cleverness

E to J: Gallantry
K to S: Persistence
S to Z: Thoughtfulness

Collaboration

E to J: Generational Wealth
K to S: Personal Development
S to Z: Timeliness

Comfort

E to J: Generosity
K to S: Personal Excellence
S to Z: Tolerance

Commitment

E to J: Genius
K to S: Persuasiveness
S to Z: Toughness

Commitment to Growth

E to J: Gentleness
K to S: Pioneering
S to Z: Tradition

Common Sense

E to J: Giving
K to S: Playfulness
S to Z: Trailblazing

Communication

E to J: Goodness
K to S: Poise
S to Z: Tranquility

Community

E to J: Grace
K to S: Potential
S to Z: Transparency

Compassion

E to J: Gratitude
K to S: Power
S to Z: Trust

Compassionate Leadership

E to J: Greatness
K to S: Practicality
S to Z: Trustworthiness

Competence

E to J: Grit
K to S: Precision
S to Z: Truth

Competitiveness

E to J: Growth
K to S: Precision in Execution
S to Z: Understanding

Composure

E to J: Growth Mindset
K to S: Preparedness
S to Z: Uniqueness

Concentration

E to J: Happiness
K to S: Presence
S to Z: Unity

Confidence

E to J: Hard Work
K to S: Proactivity
S to Z: Unstoppable Energy

Confidence in Action

E to J: Harmony
K to S: Problem-Solving
S to Z: Unwavering Commitment

Connection

E to J: Health
K to S: Productivity
S to Z: Valor

Conscientiousness

E to J: Helpfulness
K to S: Professionalism
S to Z: Value-Driven

Consciousness

E to J: Heroism
K to S: Proficiency
S to Z: Valuing Relationships

Consistency

E to J: High Standards
K to S: Prosperity
S to Z: Variety

Contentment

E to J: Holistic Success
K to S: Prudence
S to Z: Veracity (Truthfulness)

Contribution

E to J: Honesty
K to S: Purpose
S to Z: Versatility

Control

E to J: Honor
K to S: Quality
S to Z: Vibrancy

Conviction

E to J: Hope
K to S: Radical Ownership
S to Z: Victory

Cooperation

E to J: Humility
K to S: Realism
S to Z: Vigor

Courage

E to J: Humor
K to S: Reason
S to Z: Virtue

Courtesy

E to J: Imagination
K to S: Recognition
S to Z: Virtuoso (Striving for Mastery)

Creation

E to J: Improvement
K to S: Recreation
S to Z: Vision

Creativity

E to J: Inclusivity
K to S: Reflectiveness
S to Z: Vital Contribution

Credibility

E to J: Independence
K to S: Reinvention
S to Z: Vitality

Cultivating Resilience

E to J: Individuality
K to S: Reliability
S to Z: Volunteerism

Curiosity

E to J: Industriousness
K to S: Resilience
S to Z: Warrior Mindset

Daily Optimization

E to J: Influence
K to S: Resourcefulness
S to Z: Wealth

Daring

E to J: Ingenuity
K to S: Respect
S to Z: Wealth Consciousness

Decisiveness

E to J: Initiative
K to S: Responsibility
S to Z: Welcoming

Decorum

E to J: Inner Strength
K to S: Restraint
S to Z: Wholeheartedness

Dedication

E to J: Innovation
K to S: Results-Oriented
S to Z: Wholeness

Deep Work

E to J: Innovative Thinking
K to S: Reverence
S to Z: Willingness

Dependability

E to J: Inquisitiveness
K to S: Rigor
S to Z: Willpower

Determination

E to J: Insightfulness
K to S: Risk-Taking
S to Z: Winning Mentality

Development

E to J: Inspiration
K to S: Sacrifice
S to Z: Wisdom

Devotion

E to J: Integrity
K to S: Satisfaction
S to Z: Wisdom-Seeking

Dignity

E to J: Intelligence
K to S: Scholarly Ambition
S to Z: Wonder

Diligence

E to J: Intensity
K to S: Security
S to Z: Work Ethic

Diplomacy

E to J: Introspection
K to S: Seeking Truth
S to Z: Work Excellence

Discipline

E to J: Intuition
K to S: Self-Awareness
S to Z: Work-Life Balance

Discovery

E to J: Inventiveness
K to S: Self-Care
S to Z: Worldliness

Discreetness

E to J: Joy
K to S: Self-Control
S to Z: Worthiness

Drive

E to J: Justice
K to S: Self-Discipline
S to Z: Zeal

Effectiveness

E to J: Justice-Seeking
K to S: Self-Expression
S to Z: Zest for Life

A to E	E to J	K to S	S to Z
Acceptance	Efficiency	Kindness	Self-Improvement
Accomplishment	Elevating Others	Knowledge	Self-Motivation
Accountability	Empathy	Lawfulness	Self-Reliance
Accuracy	Empowering Others	Leadership	Self-Respect
Achievement	Empowerment	Learning	Self-Sufficiency
Adaptability	Encouragement	Legacy	Selflessness
Adaptability in Chaos	Endurance	Liberty	Sensitivity
Adventurous	Energy	Lifestyle Design	Serenity
Alertness	Enjoyment	Living with Purpose	Servant Leadership
Altruism	Enlightenment	Logic	Service
Ambition	Enthusiasm	Longevity	Sharing
Amusement	Epic Discipline	Love	Significance
Assertiveness	Equality	Loyalty	Silence
Attentive	Ethical	Mastering Time	Simplicity
Authenticity	Ethical Behavior	Mastery	Simplified Living
Autonomy	Excellence	Maturity	Sincerity
Awakening	Experience	Maximizing Potential	Skill
Awareness	Exploration	Meaning	Smart
Balance	Expressiveness	Mental Toughness	Solitude
Balanced Living	Exuberance	Mind Expansion	Sound Decision Making
Beauty	Fair-mindedness	Mindfulness	Spirituality
Boldness	Fairness	Moderation	Spontaneity
Boundless Curiosity	Faith	Modesty	Stability
Bravery	Family	Motivation	Status
Brilliance	Famous	Open-mindedness	Stewardship
Calm	Fearless	Openness	Strategic Thinking
Candor	Fearless Execution	Optimism	Strength
Capable	Fearlessness	Order	Structure
Careful	Feelings	Organization	Success
Carefulness	Ferocity	Original Thinking	Support
Certainty	Fidelity	Originality	Surprise
Challenge	Fierce Independence	Passion	Sustainability
Challenging the Status Quo	Flexibility	Patience	Synergy
Challenging Yourself	Focus	Patriotism	Tactfulness
Charisma	Foresight	Peace	Talent
Charity	Forgiveness	Peace-seeking	Teamwork
Clarity	Fortitude	Peak Performance	Temperance
Cleanliness	Freedom	Perception	Tenacity
Clear	Friendship	Performance	Thankfulness
Clever	Fun	Perseverance	Thoroughness
Cleverness	Gallantry	Persistence	Thoughtfulness
Collaboration	Generational Wealth	Personal Development	Timeliness
Comfort	Generosity	Personal Excellence	Tolerance
Commitment	Genius	Persuasiveness	Toughness
Commitment to Growth	Gentleness	Pioneering	Tradition
Common Sense	Giving	Playfulness	Trailblazing
Communication	Goodness	Poise	Tranquility
Community	Grace	Potential	Transparency
Compassion	Gratitude	Power	Trust
Compassionate Leadership	Greatness	Practicality	Trustworthiness
Competence	Grit	Precision	Truth
Competitiveness	Growth	Precision in Execution	Understanding
Composure	Growth Mindset	Preparedness	Uniqueness
Concentration	Happiness	Presence	Unity
Confidence	Hard Work	Proactivity	Unstoppable Energy
Confidence in Action	Harmony	Problem-Solving	Unwavering Commitment
Connection	Health	Productivity	Valor
Conscientiousness	Helpfulness	Professionalism	Value-Driven
Consciousness	Heroism	Proficiency	Valuing Relationships
Consistency	High Standards	Prosperity	Variety
Contentment	Holistic Success	Prudence	Veracity (Truthfulness)
Contribution	Honesty	Purpose	Versatility
Control	Honor	Quality	Vibrancy
Conviction	Hope	Radical Ownership	Victory
Cooperation	Humility	Realism	Vigor
Courage	Humor	Reason	Virtue
Courtesy	Imagination	Recognition	Virtuoso (Striving for Mastery)
Creation	Improvement	Recreation	Vision
Creativity	Inclusivity	Reflectiveness	Vital Contribution
Credibility	Independence	Reinvention	Vitality
Cultivating Resilience	Individuality	Reliability	Volunteerism
Curiosity	Industriousness	Resilience	Warrior Mindset
Daily Optimization	Influence	Resourcefulness	Wealth
Daring	Ingenuity	Respect	Wealth Consciousness
Decisiveness	Initiative	Responsibility	Welcoming
Decorum	Inner Strength	Restraint	Wholeheartedness
Dedication	Innovation	Results-Oriented	Wholeness
Deep Work	Innovative Thinking	Reverence	Willingness
Dependability	Inquisitiveness	Rigor	Willpower
Determination	Insightfulness	Risk-Taking	Winning Mentality
Development	Inspiration	Sacrifice	Wisdom
Devotion	Integrity	Satisfaction	Wisdom-Seeking
Dignity	Intelligence	Scholarly Ambition	Wonder
Diligence	Intensity	Security	Work Ethic
Diplomacy	Introspection	Seeking Truth	Work Excellence
Discipline	Intuition	Self-Awareness	Work-Life Balance
Discovery	Inventiveness	Self-Care	Worldliness
Discreetness	Joy	Self-Control	Worthiness
Drive	Justice	Self-Discipline	Zeal
Effectiveness	Justice-Seeking	Self-Expression	Zest for Life

Core values list by category

With 360 core value examples, it can be overwhelming to sort through them all.

That's why I've sorted them into 12 categories, each value placed where it fits best:

Integrity and ethics (42)

Honesty, responsibility, and doing the right thing.

Emotions and relationships (49)

Compassion, kindness, and meaningful connections.

Achievement and growth (51)

Success, ambition, and continuous improvement.

Wisdom and intelligence (42)

Knowledge, learning, and making smart decisions.

Spirituality and purpose (19)

Meaning, inner peace, and connection to something greater.

Creativity and innovation (29)

Original thinking, imagination, and problem-solving.

Freedom and independence (12)

Self-reliance, autonomy, and personal choice.

Courage and resilience (30)

Strength, grit, and pushing through adversity.

Discipline and structure (38)

Order, organization, and habits that create success.

Happiness and enjoyment (19)

Fun, joy, and living life fully.

Mindfulness and presence (22)

Awareness, balance, and clarity of thought.

Health and vitality (7)

Energy, well-being, and taking care of your body.

Integrity and ethics

Honesty, responsibility, and doing the right thing.

Value	What it means
Accountability	Taking full responsibility for your actions, decisions, and commitments.
Authenticity	Staying true to who you are and what you believe in, regardless of external pressure.
Candor	Being open, honest, and direct in communication.
Commitment	Staying loyal and dedicated to principles, people, and causes.
Conscientiousness	Acting with care, attention, and moral responsibility.
Credibility	Establishing trust through integrity and reliability.
Decorum	Behaving with good taste and respect for the setting.
Dependability	Being someone people can count on, every time.
Dignity	Treating yourself and others as worthy of respect.
Discreetness	Keeping private things private.
Equality	Giving every person the same worth and the same chance.
Ethical	Knowing right from wrong and choosing right.
Ethical Behavior	Acting on your principles when nobody is watching.
Fair-mindedness	Judging situations and people without bias.
Fairness	Treating people justly and evenly.
Fidelity	Staying faithful to people, promises and principles.
Goodness	Choosing to do good for its own sake.
Honesty	Telling the truth, even when it costs you.
Honor	Living by a code you're proud of.
Integrity	Doing what you said, and saying what you do.
Justice	Standing for what's right and fair for everyone.
Justice-Seeking	Working to set wrongs right.
Lawfulness	Respecting the rules a fair society runs on.
Loyalty	Standing by the people and causes you believe in.
Patriotism	Caring about and contributing to your country.
Professionalism	Bringing skill, care and respect to your work.
Radical Ownership	Owning every result, with no excuses.
Reliability	Delivering what you promise, on time.
Respect	Valuing other people's time, views and boundaries.
Responsibility	Owning your duties and your impact on others.
Self-Respect	Holding standards for how you let yourself be treated.
Sincerity	Meaning what you say.
Stewardship	Taking care of what's been entrusted to you.
Sustainability	Building things that last without harming what comes next.
Transparency	Being open about your reasons, numbers and mistakes.
Trust	Giving and earning confidence in relationships.
Trustworthiness	Being worthy of the trust people give you.
Truth	Seeing and saying things as they really are.
Value-Driven	Letting your values, not trends, make your decisions.
Veracity (Truthfulness)	Committing to accuracy and honesty in what you say.
Virtue	Living by moral excellence day to day.
Worthiness	Knowing you deserve good things without having to prove it.

Emotions and relationships

Compassion, kindness, and meaningful connections.

Value	What it means
Altruism	Selflessly helping others without expecting anything in return.
Attentive	Being fully present and engaged in conversations and relationships.
Charisma	Inspiring and attracting others with a strong presence.
Charity	Giving your money, time or help to those in need.
Communication	Expressing yourself clearly and listening well.
Community	Valuing collective well-being and contributing to society.
Compassion	Showing empathy and concern for others.
Compassionate Leadership	Leading with kindness and emotional intelligence.
Connection	Forming meaningful relationships and bonds with others.
Contribution	Adding something of value to the people around you.
Cooperation	Working effectively with others towards common goals.
Courtesy	Demonstrating politeness, respect, and consideration.
Devotion	Deep dedication to the people and things you love.
Diplomacy	Handling hard conversations with tact.
Elevating Others	Helping people rise higher than they would alone.
Empathy	Understanding and feeling what others feel.
Empowering Others	Giving people the tools and trust to lead.
Empowerment	Giving yourself and others the power to act.
Encouragement	Giving people the confidence to keep going.
Family	Putting the people closest to you first.
Feelings	Respecting emotions, yours and other people's.
Forgiveness	Letting go of resentment to move forward.
Friendship	Investing in close, lasting relationships.
Generosity	Giving freely, without keeping score.
Gentleness	Being soft and kind in how you treat people.
Giving	Finding joy in what you give, not only in what you get.
Helpfulness	Being quick to help when someone needs it.
Inclusivity	Making sure everyone has a seat at the table.
Influence	Shaping people's thinking and actions for the better.
Kindness	Being warm, caring and considerate.
Leadership	Guiding people toward a shared goal.
Love	Caring deeply for others and showing it.
Persuasiveness	Moving people with good reasons and a clear message.
Selflessness	Putting others' needs ahead of your own.
Sensitivity	Noticing how people feel and responding with care.
Servant Leadership	Leading by serving the people you lead.
Service	Using your time and skills to help others.
Sharing	Passing on what you have and what you know.
Support	Being there for people when they need you.
Synergy	Creating more together than anyone could alone.
Tactfulness	Saying hard things in a way people can hear.
Teamwork	Working with others toward a shared win.
Tolerance	Accepting people who think and live differently.
Understanding	Seeking to know before you judge.
Unity	Bringing people together around what they share.
Valuing Relationships	Treating people as more important than tasks.
Vital Contribution	Playing a part that truly matters to the whole.
Volunteerism	Giving your time to causes you believe in.
Welcoming	Making people feel at home.

Achievement and growth

Success, ambition, and continuous improvement.

Value	What it means
Accomplishment	The satisfaction of achieving goals and completing meaningful tasks.
Achievement	Setting, striving for, and reaching meaningful goals.
Ambition	The strong desire to grow, succeed, and accomplish great things.
Challenge	Embracing difficulties to grow and push past limits.
Challenging the Status Quo	Questioning norms and driving meaningful change.
Challenging Yourself	Striving for self-improvement through new experiences.
Commitment to Growth	Continuously seeking self-improvement and development.
Competence	Being good at what you do.
Competitiveness	Thriving in competition and using it as a motivator.
Confidence	Believing in your abilities, skills, and decisions.
Confidence in Action	Taking bold steps based on trust in yourself.
Control	Mastering personal actions, emotions, and decisions.
Conviction	Acting with strong belief and determination in your values.
Dedication	Giving your full effort to what matters.
Development	Growing your skills and character over time.
Drive	The inner push to keep moving forward.
Effectiveness	Doing the right things, not only doing things right.
Excellence	Doing your best work every time.
Famous	Being widely known for what you do.
Generational Wealth	Building wealth that lasts beyond your lifetime.
Greatness	Aiming to do work that stands out and lasts.
Growth	Becoming more capable year after year.
Growth Mindset	Believing your abilities grow with effort.
High Standards	Refusing to settle for good enough.
Holistic Success	Winning in health, wealth, relationships and purpose together.
Improvement	Getting a little better every day.
Mastery	Becoming truly excellent at your craft.
Maximizing Potential	Using everything you're capable of.
Peak Performance	Operating at your best when it counts.
Performance	Delivering strong results consistently.
Personal Development	Investing in who you're becoming.
Personal Excellence	Holding yourself to your own highest standard.
Potential	Believing in what you could become.
Power	Having the means to make things happen.
Proficiency	Having real skill and expertise.
Prosperity	Thriving financially and in life.
Quality	Caring about how well things are made and done.
Recognition	Being seen and valued for your work.
Results-Oriented	Focusing on outcomes, not activity.
Self-Improvement	Always working to become a better version of yourself.
Significance	Doing things that truly matter.
Skill	Building abilities through practice.
Status	Earning a respected place among your peers.
Success	Reaching the goals that matter to you.
Talent	Developing your natural gifts.
Victory	Winning what you set out to win.
Virtuoso (Striving for Mastery)	Pursuing the very top level of your craft.
Wealth	Building financial abundance.
Wealth Consciousness	Thinking in ways that create and keep wealth.
Winning Mentality	Expecting to win and preparing to.
Work Excellence	Bringing your best to every task.

Wisdom and intelligence

Knowledge, learning, and making smart decisions.

Value	What it means
Acceptance	Embracing reality as it is, without resistance or unnecessary judgment.
Accuracy	Ensuring precision and correctness in thinking, decisions, and actions.
Awakening	Developing deeper self-awareness and understanding of life.
Awareness	Recognizing and understanding your thoughts, emotions, and surroundings.
Boundless Curiosity	A deep, insatiable drive to explore and understand the world.
Clever	Thinking quickly and finding smart answers.
Common Sense	Practical thinking and sound judgment in everyday life.
Concentration	Directing focus toward tasks and goals with precision.
Curiosity	A deep desire to explore, question, and learn continuously.
Decisiveness	Making clear decisions without dragging your feet.
Discovery	Finding new ideas, places and truths.
Experience	Learning by doing and living.
Foresight	Seeing what's coming and preparing for it.
Genius	Exceptional insight or creative ability.
Inquisitiveness	Asking questions until you understand.
Insightfulness	Seeing what others miss.
Intelligence	Learning, understanding and solving problems well.
Introspection	Looking inward to understand yourself.
Intuition	Trusting your inner sense of what's right.
Knowledge	Knowing a lot, and knowing it well.
Learning	Gaining new knowledge and skills for life.
Logic	Thinking things through step by step.
Maturity	Responding to life with wisdom and calm.
Mind Expansion	Stretching how you think and what you believe is possible.
Open-mindedness	Being willing to consider new ideas.
Openness	Being receptive to new people, ideas and experiences.
Perception	Seeing situations clearly and accurately.
Practicality	Choosing what works in the real world.
Prudence	Thinking ahead and acting with care.
Realism	Seeing things as they are, not as you wish.
Reason	Letting evidence guide your conclusions.
Reflectiveness	Taking time to think about what happened and why.
Scholarly Ambition	Pursuing deep learning and expertise.
Seeking Truth	Looking for what's real, even when it's uncomfortable.
Self-Awareness	Knowing your strengths, weaknesses and patterns.
Smart	Applying intelligence to everyday choices.
Sound Decision Making	Making well-reasoned choices consistently.
Strategic Thinking	Planning moves with the long game in mind.
Thoughtfulness	Thinking before you act or speak.
Wisdom	Using knowledge and experience well.
Wisdom-Seeking	Actively looking for deeper understanding.
Worldliness	Understanding many cultures and ways of life.

Spirituality and purpose

Meaning, inner peace, and connection to something greater.

Value	What it means
Enlightenment	Seeking spiritual insight and clarity.
Faith	Trusting in something greater than yourself.
Grace	Moving through life with kindness and elegance.
Gratitude	Appreciating what you have.
Hope	Believing better days are ahead.
Humility	Staying grounded no matter how far you go.
Legacy	Living so your impact outlasts you.
Living with Purpose	Making your days serve a bigger reason.
Meaning	Doing things that feel deeply worthwhile.
Modesty	Not needing to show off what you have or do.
Purpose	Knowing why you do what you do.
Reverence	Deep respect for what's sacred to you.
Sacrifice	Giving up something now for something greater.
Spirituality	Connecting with what's beyond the material.
Thankfulness	Expressing gratitude often.
Tradition	Honoring customs and wisdom passed down.
Vision	Seeing clearly where you want to go.
Wholeness	Feeling complete and integrated as a person.
Wonder	Staying amazed by life.

Creativity and innovation

Original thinking, imagination, and problem-solving.

Value	What it means
Adaptability	Adjusting to new situations, challenges, and opportunities with ease.
Adaptability in Chaos	Thriving in uncertainty and finding innovative solutions.
Beauty	Appreciating and creating harmony, aesthetics, and meaningful design.
Brilliance	Exceptional intelligence, creativity, or talent that stands out.
Cleverness	Applying intelligence in resourceful and inventive ways.
Collaboration	Working together with others to create and innovate.
Creation	Bringing ideas, projects, and concepts to life.
Creativity	Generating unique, innovative, and imaginative ideas.
Expressiveness	Sharing your thoughts and feelings openly.
Flexibility	Bending without breaking when plans change.
Imagination	Picturing what doesn't exist yet.
Individuality	Being proudly yourself.
Ingenuity	Solving problems in clever, inventive ways.
Innovation	Creating new and better ways of doing things.
Innovative Thinking	Approaching problems from fresh angles.
Inspiration	Being moved to create and moving others to create.
Inventiveness	Coming up with new ideas and things.
Original Thinking	Forming your own ideas instead of borrowing them.
Originality	Making work that's unmistakably yours.
Pioneering	Going first where others haven't.
Problem-Solving	Turning obstacles into solutions.
Reinvention	Remaking yourself when life calls for it.
Resourcefulness	Finding a way with what you have.
Self-Expression	Showing the world who you are through your work and words.
Surprise	Delighting people with the unexpected.
Trailblazing	Creating paths others follow.
Uniqueness	Embracing what makes you different.
Variety	Seeking a mix of experiences and ideas.
Versatility	Being good at many things.

Freedom and independence

Self-reliance, autonomy, and personal choice.

Value	What it means
Adventurous	Seeking new experiences and stepping outside your comfort zone.
Autonomy	The ability to make decisions and live life independently on your terms.
Exploration	Venturing into new places and ideas.
Fierce Independence	Refusing to depend on anyone for your path.
Freedom	Living and working on your own terms.
Independence	Standing on your own two feet.
Liberty	Being free from unjust control.
Lifestyle Design	Building your work around the life you want.
Risk-Taking	Taking bold bets for bigger rewards.
Self-Reliance	Trusting yourself to handle what comes.
Self-Sufficiency	Being able to provide for yourself.
Spontaneity	Saying yes to the unplanned.

Courage and resilience

Strength, grit, and pushing through adversity.

Value	What it means
Alertness	Staying sharp, aware, and prepared for challenges.
Assertiveness	Expressing your thoughts, needs, and boundaries with confidence.
Boldness	Taking risks and stepping outside of your comfort zone with confidence.
Bravery	Facing fear, challenges, and adversity with courage.
Courage	Acting in spite of fear.
Cultivating Resilience	Training yourself to recover faster each time.
Daring	Being willing to take big chances.
Determination	Sticking with a goal until it's done.
Endurance	Lasting through long, hard stretches.
Fearless	Not letting fear make your decisions.
Fearless Execution	Acting decisively without overthinking.
Fearlessness	Facing what scares you head-on.
Ferocity	Bringing fierce energy to what you pursue.
Fortitude	Staying strong through pain or hardship.
Gallantry	Showing courage with grace.
Grit	Passion and perseverance for long-term goals.
Heroism	Doing the brave thing for others.
Inner Strength	The quiet power that keeps you steady.
Intensity	Giving everything you've got.
Mental Toughness	Staying focused and steady under pressure.
Perseverance	Continuing despite difficulty or delay.
Persistence	Trying again and again until it works.
Resilience	Bouncing back from setbacks.
Strength	Being powerful in body, mind and character.
Tenacity	Holding on when others let go.
Toughness	Handling hard things without quitting.
Unwavering Commitment	Staying the course no matter what.
Valor	Great courage in the face of danger.
Warrior Mindset	Meeting challenges with discipline and courage.
Willpower	Controlling impulses to reach long-term goals.

Discipline and structure

Order, organization, and habits that create success.

Value	What it means
Capable	Having the ability, knowledge, and skills to succeed.
Careful	Acting with caution and thoughtfulness.
Carefulness	Paying close attention to details and avoiding mistakes.
Certainty	Having confidence in your decisions and beliefs.
Cleanliness	Maintaining order, hygiene, and structure in life.
Clear	Communicating and thinking with precision and focus.
Daily Optimization	Improving your routines a little every day.
Deep Work	Doing focused, distraction-free work on what matters.
Diligence	Careful, persistent effort.
Discipline	Doing what needs doing, whether you feel like it or not.
Efficiency	Getting more done with less waste.
Epic Discipline	Discipline so strong it becomes who you are.
Focus	Giving full attention to one thing at a time.
Hard Work	Putting in the effort it takes.
Industriousness	Being consistently hardworking.
Initiative	Acting without being told.
Mastering Time	Owning your calendar instead of letting it own you.
Moderation	Avoiding extremes.
Motivation	Having strong reasons to act.
Order	Keeping things organized and predictable.
Organization	Keeping your space, time and work in order.
Precision	Getting details exactly right.
Precision in Execution	Delivering exactly what you planned.
Preparedness	Being ready before you need to be.
Proactivity	Acting ahead instead of reacting.
Productivity	Producing meaningful output consistently.
Restraint	Holding back when holding back is wise.
Rigor	Applying strict, thorough standards.
Security	Building safety and stability for yourself and others.
Self-Control	Managing your impulses and emotions.
Self-Discipline	Keeping promises to yourself.
Self-Motivation	Driving yourself without outside pressure.
Stability	Creating a steady base to build on.
Structure	Using systems that make good habits automatic.
Temperance	Self-restraint in what you consume.
Thoroughness	Doing things completely and carefully.
Timeliness	Being on time and delivering on time.
Work Ethic	Treating your work with commitment and effort.

Happiness and enjoyment

Fun, joy, and living life fully.

Value	What it means
Amusement	Finding joy, humor, and lightheartedness in everyday life.
Comfort	Enjoying ease and coziness without guilt.
Enjoyment	Taking pleasure in what you do.
Enthusiasm	Showing excitement and energy for life.
Exuberance	Overflowing with joy and energy.
Fun	Making room for play and laughter.
Happiness	Feeling good about your life.
Humor	Finding and sharing what's funny.
Joy	Deep, lasting happiness.
Optimism	Expecting good outcomes.
Passion	Strong love for what you do.
Playfulness	Approaching life lightly.
Recreation	Making time to rest and play.
Satisfaction	Feeling content with what you've done.
Vibrancy	Living with color and energy.
Wholeheartedness	Giving yourself fully to what you do.
Willingness	Being open and ready to try.
Zeal	Fiery enthusiasm for a cause or goal.
Zest for Life	Loving life and living it fully.

Mindfulness and presence

Awareness, balance, and clarity of thought.

Value	What it means
Balance	Maintaining stability in all aspects of life, from work to relationships.
Balanced Living	Creating a lifestyle that nurtures mental, emotional, and physical well-being.
Calm	Maintaining inner peace and composure in all situations.
Clarity	Seeing situations, decisions, and goals with sharp focus.
Composure	Remaining calm and collected under pressure.
Consciousness	Being fully aware of yourself, your surroundings, and your actions.
Consistency	Staying steady and reliable in thoughts, actions, and commitments.
Contentment	Feeling fulfilled and at peace with what you have.
Harmony	Living in peace with yourself and others.
Mindfulness	Paying attention to the present moment on purpose.
Patience	Waiting calmly for things to unfold.
Peace	Inner calm, whatever is going on around you.
Peace-seeking	Choosing calm over conflict.
Poise	Graceful composure.
Presence	Being fully here, right now.
Serenity	A deep state of calm.
Silence	Valuing quiet for thinking and rest.
Simplicity	Cutting what doesn't matter.
Simplified Living	Owning and doing less to enjoy more.
Solitude	Enjoying time alone to recharge.
Tranquility	A peaceful, untroubled state of mind.
Work-Life Balance	Making room for both work and life.

Health and vitality

Energy, well-being, and taking care of your body.

Value	What it means
Energy	Having the fuel to do what you want.
Health	Taking care of your body and mind first.
Longevity	Living well for a long time.
Self-Care	Looking after your own needs.
Unstoppable Energy	Bringing relentless energy to everything.
Vigor	Physical and mental strength and energy.
Vitality	Feeling alive, healthy and strong.

Examples of company core values

Companies use core values the same way people do: to decide what to do when the answer isn't obvious.

The best ones are specific enough to say no to something.

Here are two well-known examples, from the companies' own pages:

Amazon

Core values: Customer Obsession, Ownership, Invent and Simplify, Are Right A Lot, Learn and Be Curious, Hire and Develop the Best, Insist on the Highest Standards, Think Big, Bias for Action, Frugality, Earn Trust, Dive Deep, Have Backbone; Disagree and Commit, Deliver Results, Strive to be Earth's Best Employer, Success and Scale Bring Broad Responsibility
How many: 16 leadership principles

Patagonia

Core values: Quality, Integrity, Environmentalism, Justice, Not bound by convention
How many: 5, updated in 2022 for its 50th anniversary

Company	Core values	How many
Amazon	Customer Obsession, Ownership, Invent and Simplify, Are Right A Lot, Learn and Be Curious, Hire and Develop the Best, Insist on the Highest Standards, Think Big, Bias for Action, Frugality, Earn Trust, Dive Deep, Have Backbone; Disagree and Commit, Deliver Results, Strive to be Earth's Best Employer, Success and Scale Bring Broad Responsibility	16 leadership principles
Patagonia	Quality, Integrity, Environmentalism, Justice, Not bound by convention	5, updated in 2022 for its 50th anniversary

Each one reads as a behavior you can check against a decision.

That's the test for your own values too.

The 10 personal core values I live by

I don't leave success to chance.

Everything I do in business and life, how I work, how I grow and how I live, is shaped by these core values.

They guide my decisions, keep me grounded and push me to keep evolving.

If you resonate with these, we're probably on the same path.

1. Discipline and consistency

I don't rely on motivation. I rely on discipline.

Every big goal I've achieved came from showing up daily, putting in the reps and staying consistent even when I didn't feel like it.

I believe discipline is the foundation of success. Without it, everything else falls apart.

Navid Moazzez

@thenavidm

Motivation comes and goes, but discipline stays.

If you master consistency, you'll separate yourself from 99% of people.

2. Excellence and mastery

I set high standards for myself, not because I want perfection, but because I believe in growth.

I don't believe in doing things halfway. Whether it's business, fitness or personal development, I aim for constant improvement.

I don't compare myself to others. I compare myself to who I was yesterday.

Navid Moazzez

@thenavidm

Excellence isn't an outcome. It's a commitment to getting better every single day.

3. Resilience and adaptability

I don't let challenges stop me. I let them shape me.

Every setback has been a lesson. Every unexpected turn has forced me to grow.

I embrace change, knowing that resilience and adaptability are what keep me moving forward.

Life will test you, but it's how you respond that defines you.

Navid Moazzez

@thenavidm

Success isn't about avoiding failure. It's about getting back up, every single time.

I didn't randomly pick these personal values. They've been shaped by my experiences, challenges and lessons learned over the years.

Every breakthrough I've had in business, health and personal growth happened because I leaned into these principles.

They've kept me on track and helped me push through adversity.

These aren't abstract ideas. They're the foundation of how I live, work and grow.

Common mistakes with core values

Here are the mistakes I see most often:

Not living by them – defining values that never guide a decision, a habit or a no
Picking too many – a list of 20 values guides nothing
Choosing aspirational values – picking who you wish you were instead of how you actually live
Copying someone else's list – borrowing values because they sound good on a famous person or company
Never revisiting them – your values can shift as you grow, so reassess and refine them regularly

FAQs about core values

You might be wondering how do these core values actually shape my business and lifestyle? Below are some of the most common questions I get about what I stand for, how I work, and what these values mean in practice.

What are core values?

Core values are the fundamental principles that shape your decisions, priorities and behavior.

They're what you stand for, even when standing for it costs you something.

Why are core values important?

Clear values help you make faster, better decisions and stay disciplined when things get hard.

Research backs this up: writing about your values lowered stress hormones in one study and cut a school achievement gap by 40% in another.

How many core values should you have?

I recommend 5 to 10 core values, enough to cover work, health and relationships and few enough to remember.

Brené Brown takes a stricter line and asks people to narrow their list down to 2.

How do I find my core values?

Reflect on your best and worst decisions, notice what drives you daily, learn from people you admire and look at your biggest challenges.

Then narrow the values that keep showing up down to 5 to 10 non-negotiables.

What are the 10 universal values?

Shalom Schwartz's research identified 10 basic values that are recognized across cultures, with findings from 82 countries.

They're self-direction, stimulation, hedonism, achievement, power, security, conformity, tradition, benevolence and universalism.

What's the difference between core values and goals?

A goal is something you reach, like a revenue number or a finished project.

A value guides how you get there and never runs out.

Can core values change over time?

Yes, your values can shift as you grow and gain new experiences.

Foundational values like integrity, discipline or freedom often stay the same, so reassess and refine your list regularly.

Can core values conflict with each other?

Yes, in Schwartz's model values on opposite sides of his circle pull against each other, like stimulation and security.

Keeping your list to a few non-negotiables makes it clear which ones come first.

What are examples of company core values?

Amazon has 16 leadership principles, from Customer Obsession to Success and Scale Bring Broad Responsibility.

Patagonia has 5 core values, updated in 2022: quality, integrity, environmentalism, justice and not bound by convention.

What are Navid Moazzez's core values?

My 10 core values are discipline and consistency, excellence and mastery, resilience and adaptability, honesty and authenticity, freedom and independence, impact and service, health and longevity, self-reliance and ownership, deep work and relentless focus, and strategic risk-taking.

What's the biggest mistake people make with core values?

Not actually living by them.

Values that don't guide your decisions, habits and the things you say no to are just words.

How do you stay accountable to your core values?

I track my habits, measure progress and surround myself with like-minded people who challenge me to stay true to my principles.

Systems and discipline make sure I live by these values daily.

Final thoughts on core values

Most people go through life without ever defining their core values, and it shows.

They chase things that don't matter.

They struggle with decisions.

They feel lost, even when they're "successful."

But when you know exactly what you stand for, everything changes.

Take a few minutes, pick the values from this list that truly matter to you, and narrow them down to your 5 to 10 non-negotiables.

Then start living by them, every single day.

Keep reading:

Wheel of life assessment – score every area of your life and see where your values aren't showing up yet
What does freedom mean to you? – how I think about freedom, one of my core values
Ideal life – design the life your values point to

Then write your top 5 core values down today, and pick one habit that proves each one.

Navid Moazzez

AI business strategist & AI OS builder

Navid Moazzez helps creators and founders master AI and build their own AI Operating System (AI OS) to automate their business and life.

Navid.me is reader-supported. When you buy through links on this site, I may earn an affiliate commission. Learn more.