What Are Your Core Values, Really

Coaches, does your statement of core values set you apart from other coaches?

We've all seen them. And many of us have them. A statement of your values posted on your website. I love the intent. If I'm hiring a coach, I want to be sure that coach's deepest values align with my own.

But so many times these statements fail to land. Each one kinda sound like everyone else. Or they're filled with coachy jargon. Or they feel vague and abstract. Words like 'customer satisfaction', 'highest potential,' 'greater productivity' . . . Sure, these sound great. So what? Who *wouldn't* value customer satisfaction or highest potential?

But what if you could express your core values to your clientele in a way that genuinely sets you apart, builds relationship, and wins you clients?

Here's a three-step process for unearthing and expressing your genuine core values. Buckle up. This takes some reflection and work. First, really get present to your gut and your heart. This is where your deepest values live. This isn't just an intellectual exercise.

Ask yourself:

Why do I do what I do, really? What's the answer I feel in my gut?

To what values do I refer when I have to make a tough business or client decision? Or even a routine decision? Get the feeling of what's important to you, then name it in a word or two that resonates with you.

Next, for each value you've named, write it out as a bold "I believe . . ." statement with perhaps one line of elaboration where the rubber hits the road.

And finally, hone your language to make each I believe statement as succinct and potent as potent as possible.

Here's a draft and rewrite from a recent client:

Value: Practical Wisdom

Description: My approach is rooted in relatability and common sense. I utilize straightforward language and practical strategies to foster understanding, growth, and effective leadership.

Honed rewrite: Practical Wisdom. I believe the higher the wisdom, the more down to earth the practice.

Here are a few more examples from my own core beliefs:

Authenticity.  I believe in getting real while cultivating the best in us. I don't attempt to fake it or ask you to.

Full Expression. I support the full human expression of each unique individual I touch. I celebrate the most radiant you.

Service.  I believe in the transformative power of loving service to others.

A list of nice-sounding but bloodless "values" is conceptual cotton candy, sweet but insubstantial. A bold assertion about what you believe in -- arising from your gut and heart -- can be a public stake in the ground. How about you? What are some of your core values? What bold assertions are you willing to make about what's important to you?