Why Core Values Are Critical
We talk A LOT about core values!!! So much so that if they didn’t resonate with you, you’d be sick and tired hearing about them (ha! Intentional???). They are more than a few phrases on a wall or a paragraph in an employee handbook that no one reads. They are the foundation of who we are, how we operate, and where we are headed as a company. So, they’re kind of important!!!
When a business is small, culture often feels natural. The leadership team is directly
involved with every decision, every hire, and every project. But as a company grows, the ability for a few leaders to set the tone becomes limited. More people come on board, projects multiply, and decisions are being made at every level.
Without clear and consistent core values, culture can start to drift. Core values solve that challenge. They act as the compass that guides behavior, decision-making, and client interactions, no matter how large the organization becomes.
Here’s ours:
Scaling a company requires vision and alignment. Everyone on the team needs to understand not just what the company does, but how it does it. Core values provide that clarity. They give every team member a framework for making decisions, solving problems, and interacting with clients and partners in a way that aligns with the company’s mission.
When values are clearly defined, they create a standard for performance and behavior. Team members understand what is expected of them beyond just hitting deadlines or delivering results. When Actions + Accountability ≠ Core Values Alignment…you have a problem that needs to be address ASAP.
Culture is what makes people excited to come to work each day. It is what keeps top talent engaged and loyal. Core values reinforce and permit culture by reminding the team of the “why” behind the work. They create a sense of belonging, shared purpose, and pride in contributing to something bigger than themselves.
Don’t tell this to our competitors, but clients want more than a contractor / company who can finish a project. They want a partner they can trust. When a company lives out its values consistently, it creates a reputation for reliability, honesty, and quality. That trust leads to long-term relationships, repeat business, and referrals that are critical for growth.
Scaling is not just about adding more revenue or projects. It is about building a sustainable organization that can grow without losing its identity. Core values ensure that as new leaders step up, new hires join, and new markets open, the company’s DNA stays intact.
At J&L Builders, our commitment to core values keeps us grounded while we grow. They are not simply words we recite, but principles we live by every day—on the jobsite, in the office, and with every client interaction.
They are the reason we can scale confidently, knowing our culture and reputation will remain strong no matter how large we become.
It’s not about saying new things to new team members, it’s about saying old things to existing team members. Simply put, it’s okay to continuously talk about core values and what they mean to the company.
Do me a favor, when you see one of the J&L team members ask them what our core
values are. If they cannot tell you quickly and confidently then it’s time for me to talk
about them some more!
~ Coleman Jones
