Have you ever wondered what makes some people leaders? Or why they are so confident in decision-making? Well, I have.
I’m on a journey to transition to leadership roles in my career and am studying strategy development as a path to career growth and higher income.
I’d like to invite you along the journey and grow in your own career or entrepreneurial path.
This post will talk about the importance of values of strategic decision-making. While many books and courses have already explained the importance of values in a business, many people don’t get why they matter.
After reading this post, you’ll learn what values do and how they can transform your life and decision-making skills. You’ll lead your company, team, or just make powerful changes to your personal life and drive towards better results.
Dive in.
The values puzzle
My classes in university talked about the importance of values in business. Heck, they made me sit through hours of presentations during orientation where they repeated their values at least 10 times.
Every company handbook and website has a ‘Values’ section or page with nice-sounding phrases like “People First” and “Community-Driven” or “Innovation”.
But honestly? The ideas seem like abstract fluff.
Why the philosophical debates and pretend compassion when there’s money to be made and decisions to execute?
I was wrong.
It wasn’t until I examined my own decision-making process that the importance of values clicked.
Why values actually matter
Bear with me as I go through my thinking process and stick till the end, it’s worth it I promise.
We must live by our Truths, Principles, and yes, even Preferences.
And don’t take preferences lightly—they often represent deeper values we haven’t fully articulated.
Think about it: With countless options available in life, what guides your choices? Here are all the areas where we have to make critical decisions:
- Choosing a life partner
- Deciding how to raise children
- Selecting a philosophy or religion
- Joining a company
- Choosing a vocation
- Creating or leading a business
These decisions ultimately come down to something emotional and personal. Sure, you tell yourself that marrying someone from the same religion is easier but such marriages have failed. And yes, becoming a doctor means prestige and money but it’s also stressful.
So, what do you do? How do you choose?
You make choices based on values
Why does someone pursue academia instead of opening a flower shop?
Why choose a partner who wants multiple children versus one who prefers to be child-free?
It’s your values and preferences at work.
You can find compelling arguments for nearly any approach to life. What matters is what’s important to YOU.
No Guarantees, Just Direction
Values don’t guarantee positive outcomes. Life doesn’t work that way.
But they give you direction when you’re navigating the fog of uncertainty.
You have to be comfortable with your choices even when they don’t work out as planned—because you made them based on what truly matters to you.
For example, I once worked for a startup that had two brands working in the same office space. I noticed that people in the other brand were paid late. In one case, an employee received his salary three months later.
I decided that the first month the company missed or delayed my payment would be the trigger to quit no matter what. They failed to pay me on time. I put in my notice period.
I had no idea what I would do next and I did not have another job lined up. What would I do? No idea. I’m not a psychic but I know what I stand for and made choices by it.
Business Decisions Through the Values Lens
This applies powerfully in business contexts.
In a world overflowing with:
- Data that can be interpreted in multiple ways
- Services that all promise the moon
- Processes that look good on paper
- Strategies backed by impressive consultants
- Market forces changing overnight
- Economic trends that experts can’t agree on
- Cultural shifts that transform industries
There’s virtually no guarantee you’ll make the right decision every time.
But you can have a purpose behind your choices—a core foundation from which you can defend your decisions.
When everything goes sideways (and trust me, it will), you’ll be able to look in the mirror and say, “I made that choice because it aligned with what we believe in.”
That’s powerful. That’s leadership. And that’s all you can hang your hat on when all is said and done.
The Real-World Test
Imagine this scenario: You must let go of one of two employees.
Employee A: A revenue-generating genius who alienates teammates and creates a toxic environment.
Employee B: An average performer who energizes others, builds morale, and makes the workplace productive.
Who should stay?
You could debate this endlessly. Both arguments have merit.
The answer? Look to your values.
If your company values people first, Employee B stays. If immediate monetization is your priority, Employee A might remain (though this could lead to greater long-term losses).
There’s no universally “correct” answer—only the answer that’s aligned with your core beliefs.
Setting Your Strategic Foundation
Choosing your values means setting up your choices for the long run.
They give you:
- A decision-making fallback when data points in multiple directions
- The tone for business relationships that attract like-minded partners
- Your brand image that resonates with your target audience
- Your company’s story that employees can rally behind
Values are the absolute lynchpin and foundations for any business strategy.
They’re not just nice words on your website—they’re the invisible infrastructure that supports every decision you make.
Values as Your Content Marketing Compass
As a content marketer and strategist, I’m often asking myself why some brands create content that genuinely resonates while others just add to the noise?
The answer: it comes down to values-driven content marketing.
When you’re staring at that blank content calendar or wondering what to post next, your values should be your first guide—not just trending topics or competitor analysis.
Let me show you how this works in practice:
- A sustainability-focused company doesn’t just jump on Earth Day with a token post—they weave environmental responsibility into every piece of content year-round
- A people-first organization highlights employee stories and customer successes rather than just product features
- A transparency-focused brand shares behind-the-scenes content, including mistakes and lessons learned
Your content becomes authentic when it’s an extension of what you actually believe in.
The Content Marketing Crossroads
Imagine this scenario: Your analytics show that controversial, divisive content gets 3x more engagement than your regular posts.
Do you pivot to more provocative content to boost numbers?
If short-term metrics are your only value, maybe yes.
But if integrity and community-building matter more, you’ll likely choose a different path—even with lower immediate returns.
This is where the rubber meets the road. Values aren’t just abstract concepts—they’re practical content decisions made daily.
Building Trust Through Value Alignment
When your content consistently reflects your values, something magical happens:
You attract an audience that shares those values.
These aren’t just any followers or leads—they’re your people. They stick around longer. They convert better. They become advocates.
Values-driven content isn’t just right—it’s smart business.
The Content Authenticity Test
Before publishing any piece of content, run it through this simple test:
“If our top values were the only measuring stick, would this content still make the cut?”
If the answer is no, it doesn’t matter how perfectly SEO-optimized or trend-aligned it is—it’s not right for your brand.
Your values aren’t just filters for business decisions—they should guide every headline, image, and call-to-action you create.
We’re All Just Figuring It Out
Let me share something that might surprise you: even the most successful CEOs and leaders have moments of doubt and uncertainty.
Let’s be honest: we’re all winging it. None of us knows exactly what we’re doing.
But values:
- Bring purpose into the mix.
- They drive consciousness and awareness.
- They make us responsible and accountable.
- They remove indecision, reduce uncertainty, and eliminate ignorance.
And isn’t that what strategic decision-making is really about?
Your Turn to Decide
Next time you’re facing a tough choice—whether it’s pivoting your business, hiring a new team member, or even making a personal life change—ask yourself: What values are guiding this decision?
Your answer might just be the most strategic thing you do all day.
Want to share how values have shaped your decisions? Drop a comment below. I’d love to hear your story and continue this conversation.
