By “Core Values” we mean the values that are at the center of everything we do. Having clearly defined Core Values helps us determine if we are on the right path and fulfilling our business goals. These values are the unwavering, unchanging guides by which we filter all our decision making and goal setting efforts. They are the attitudes and mindsets we strive for, understanding that if we fall short, at least we’re falling forward in the direction of attaining these values.