Integrity as a Core Value: Why It’s Not Enough
Integrity matters, but as a core value alone, it often falls short. Learn how making it a non-negotiable creates clarity, consistency, and trust.
From Core Values to Non-Negotiables: How to Make Them Actually Mean Something
Most core values are decoration. Learn how shifting to non-negotiables creates real accountability, drives culture, and shapes daily decisions.
Jonathan King
Sep 8, 2025
Most companies have core values.
Fewer companies actually live them.
That’s because “core values” often become a wish list (we want to be these things) rather than a standard that shapes decisions and behavior every day.
In our work with leadership teams, we’ve found that calling them non-negotiables changes the entire game.
Why Core Values Often Fail
- They’re aspirational, not operational.
- They live on posters, not in daily conversations.
- They’re vague enough to mean different things to different people.
The Power of Non-Negotiables
A non-negotiable is exactly what it sounds like — it’s not up for debate.
It’s the line you never cross, the behavior you always expect, the thing you refuse to compromise on, even when it’s inconvenient.
This shift in language transforms how teams think about culture:
- It moves from want to be → must be.
- It changes hiring, firing, and decision-making.
- It creates accountability without needing constant reminders.
Examples: Core Values vs. Non-Negotiables
|
Traditional Core Value |
Non-Negotiable Version |
|
Integrity |
We tell the truth, even when it costs us. |
|
Innovation |
We never ship work we’re not proud of. |
|
Teamwork |
We always have each other’s backs in front of clients. |
|
Excellence |
We deliver on time, every time, no excuses. |
“Core values are what you want. Non-negotiables are what you will not live without. One is a statement. The other is a standard.”- JK
How to Shift Your Company’s Core Values to Non-Negotiables
- Start with the real behaviors you expect — not the buzzwords you like.
- Write them as absolutes — no qualifiers, no “most of the time.”
- Integrate them into hiring, reviews, and meetings — so they’re always in play.
FAQ:
Q: Are non-negotiables just another name for core values?
A: No. Core values are often aspirational. Non-negotiables are enforceable and enforced. They represent the minimum acceptable standard for behavior and performance.
Final Thought
If your values aren’t influencing daily decisions, they’re decoration.
Switching from core values to non-negotiables forces alignment, accountability, and a stronger culture.