A great place to start when establishing core values that stick and resonate is the work of Abraham Maslow. 
Becoming belongs to the heights and is full of torment. How can you become if you never are? Therefore you need your bottommost, since therefore you are. But therefore you also need your heights, since there you become.
Go confidently in the direction of your dreams. Live the life you have imagined.
Businesses aggressively strive to establish trust with their customers but often neglect the need to cultivate confidence in their workplaces. Economist John Helliwell researched the determinants of workplace happiness and found that trust is the greatest contributor, beating out pay, workload, or perks. A one-point increase on the trust scale can mean the equivalent of the psychological benefits associated with a 40% wage increase. 
Malcolm Gladwell tells a famous story about Howard Moskowitz, the food scientist who discovered for Prego that what customers wanted was a chunky spaghetti sauce. Armed with this information, Prego introduced a chunky sauce and had some of its most profitable years ever. Part of the reason Moskowitz was so successful in his research was that he was willing to question everything. No variable was fixed. Everything that could be questioned would be questioned. 
Your best customers are your Brand Lovers.
Understanding the needs of your Brand Lovers and serving them better than anyone else is critical if you want to outmaneuver the competition and grow a long-term sustainable business. 
Here is a cautionary tale: United Airlines stock drops $1.4 Billion after a passenger-removal controversy. 
“Planning is bringing the future into the present so that you can do something about it now.”