65% of CEOs agree that culture is vital to their company's performance, yet only 16% are satisfied with its strength. Values are critical to company culture. When the road ahead is uncertain or needs a difficult decision, values will give clarity.

There are two types of culture.

• Aspirational values are about how you want to show up.
• Foundational values are about who you already are. It can unite your team from the moment of hiring.

Company growth is not just about products and services but also people and teams. That means creating space for subcultures to emerge. For example, your sales team may have a different working style than your product team.

Leaders may view subcultures as a threat,...