Let’s make this simple. Values are simply what you value. And when people value something, they contribute more of their time doing what they value. For example, if one of your values is FamilyTime, then it’s likely that you will spend lots of time with your family. If one of your values is innovation, then it’s likely that you will spend a large portion of your day innovating. And this is why clarifying what you value as a business is critical to achieving your business’s vision, mission and goals.