Choose distinctive company values that differentiate rather than generic platitudes
Company values should be specific enough to guide decisions and filter candidates. Generic values like 'hire smart people' don't differentiate or help in ambiguous situations.
When to use
When defining company culture and values, especially early stage
Don't do this
Adopting generic values that every company claims, which provide no real decision-making guidance
4 Founders Who Did This
HubSpot chose radical transparency as a distinctive value, publishing bank balance, burn rate, and valuation openly to all employees
Spent hours discussing and establishing distinctive company values before writing code: building together, rebellion against traditional marketing, and community. Adopted a raccoon mascot for 'scrappy, smart, determined' identity.
Observed that companies who wrote down mission, values, and philosophies before hitting rapid growth were recognizably different at 750+ employees from those who didn't. Advocated for principles over premature processes.
Rejected the 'rocketship' recruiting narrative. Told candidates 'We're not trying to change the world, we're just hoping to make it slightly better,' prioritizing culture fit and humility over hype in recruiting pitches.