Values that resonate - the secret to joyful, aligned work

Not sure what this would score in Scrabble as you would be adding to a word to get here...

Siobhan Meaker delves into the Better origin story for a look at how values are the scaffold of a great team. 

When Claire and I first considered if we could run a business together, we started with a solo task. To write a handful of things we wanted to bring to our work and see more of in the world. Each one was felt-penned on a post-it – I really tried to use my best writing but I have to say was a bit nervous. Would there be alignment, or was this idea a non-starter before I’d even made a novelty branded keychain? 

We laid out our sticky notes one by one and explained what and why. It was uncanny, like we’d been peeking over each other’s shoulder – my primary school teacher would’ve probably accused me of copying! 

Kindness and authenticity. Integrity and honesty. Joy and fun. Creativity and curiosity. Purpose. (You can read how we ended up articulating them on our website here). 

Those words became a compass, and the foundation for what we’ve built ever since. 

For me, values are the quiet architecture of great teams. They decide how we show up for each other when the pressure’s on, how we make decisions when no one’s watching, and how we treat people when the deadlines are aggressively nibbling at your ankles. 

And here’s the thing: while every organisation might have values - not every organisation lives them. 

When values are done well, they act as the connective tissue between purpose, people and performance. When they’re not, they’re just some words on a PowerPoint slide you know you saw somewhere once on an induction… 

The difference comes down to how they’re made and how they’re used. Sticky values are co-created, not copy and pasted. They come from honest conversations about what matters most, the behaviours you celebrate, the lines you won’t cross, the way you want people to feel when they work with you. 

The best processes for creating meaningful values are: 

• Inclusive: everyone’s voice is heard, not just those in leadership positions. 

• Evidence-based: shaped by real examples of when your culture is at its best. 

• Lived every day: baked into how you recruit, induct, appraise and celebrate. 

• Story-led: articulated with meaning and backed by moments and language that people remember - not a slew of corporate jargon. 

When that happens, values stop being words on a page and start becoming habits, tone, and trust. 

And for charities and purpose-led organisations, values don’t just shape culture - they signal belonging. When they’re clear and lived well, they help staff, supporters and beneficiaries feel proud to be part of something bigger. They turn audiences into advocates and work into shared purpose. 

It doesn’t matter whether you’re a two-person startup or a national charity, if your personal values and your organisation’s values don’t resonate, something starts to grind. You’ll stop feeling like yourself and the work just doesn’t flow as easily. 

When values align, the opposite happens. Ideas spark faster, trust builds quicker. At Better, joy is our marker for alignment. It’s how we know we’re working with purpose and not just with pace. 

So if you haven’t looked at your organisation’s values lately, here’s a simple place to start:  

1. Write out your own five personal values – there are prompt lists out there but try and tune into what really matters to you first.  2. Look at your organisation’s list (if you have to Google them, that might be a bit of a clue…)  3. See where they meet - and where they don’t. What can you do here? 

When values truly resonate, everything gets lighter; the culture, the comms, and the conversations that matter most start to flow again.  

Want help aligning your team around shared values? That’s something we do really well at Better Strategic Consultancy. We love to help purpose-led organisations find clarity, confidence and joy in how they lead and work.