How Values Drive Business Success: My Journey and Insights

In my years as an entrepreneur, business leader, and CEO of Tree and Leaf Partners, one lesson has stood out above all others: values shape business success. They are not just words on a website or an annual report—they must be woven into the fabric of operations, leadership, and culture.

Recently, I had the opportunity to discuss this on the VBM Strategy podcast, where I shared how values have influenced my journey—from co-founding a web design firm to leading a business that acquires and grows companies with strong cultural foundations.

This article expands on that conversation and offers practical ways to align values with profit, translate values into action, and build a culture that evolves and thrives over time. Whether you’re a founder, a business owner, or an executive, these insights will help you create a company that is both financially successful and purpose-driven.

Align Values with Profit: The Key to Sustainable Success

A common misconception in business is that values and profitability are at odds. The truth is, companies that prioritize values often outperform those that chase short-term profits. Why? Because values create trust, consistency, and loyalty—not just among customers, but within the organization itself.

I’ve seen businesses struggle when their values and strategy don’t align. For instance, if a company claims to value quality but operates on a low-cost, high-volume model, it creates internal friction—employees are pressured to cut corners, customers experience inconsistencies, and trust erodes.

To align values with profit, ask yourself:

• Are our values reflected in our pricing model, customer service, and product quality?
• Do our employees feel motivated by shared principles, or are they just showing up for a paycheck?
• Are we measuring success in pure revenue terms, or are we considering long-term customer and employee retention?

My Advice:

• Define your values clearly and connect them to measurable business goals.
• Use values as a decision-making tool—from hiring and pricing to partnerships and product development.
• Ensure that leadership embodies these values—employees will follow what you do, not just what you say.

When you integrate values into every part of your business, profit becomes a natural outcome, not just a target.

Values in Action: Turning Principles into Daily Behaviors

Values mean nothing if they aren’t lived out in daily business operations. It’s easy to say your company values integrity, collaboration, or innovation, but what does that actually look like?

One of the best ways to ensure values translate into action is by defining specific behaviors. For example:

• If integrity is a core value, make sure every sales proposal is reviewed by a technical expert before being sent to a client.
• If you value customer-centricity, build processes that prioritize active listening—like regular customer feedback calls or service improvements based on reviews.
• If collaboration is important, don’t just say it—create an environment where departments actually work together instead of in silos.

At Tree and Leaf Partners, we embed values into every acquisition we make. We don’t just buy companies based on financials; we ensure that values align so employees feel a sense of purpose under new ownership.

Practical Tip: Identify three core company values and list one specific behavior that reinforces each value. Then, communicate and reinforce these behaviors daily.

Cultural Growth: Evolving Your Values as Your Business Expands

Many founders struggle with maintaining culture as their business grows. What worked for a small startup may not scale well when you have hundreds or thousands of employees.

Culture should evolve—but the core values should remain intact. The key is to be intentional about cultural growth.

At Tree and Leaf Partners, we make sure to:

• Reassess culture periodically—Are our values still relevant? Do employees feel connected to them?
• Adapt leadership styles—A startup’s informal culture may need structured processes as it scales.
• Maintain transparency—As businesses grow, maintaining open communication channels helps prevent cultural drift.

My Advice:

• Set up quarterly culture check-ins where employees can voice concerns.
• Create an onboarding experience that immerses new hires in company values.
• Recognize that cultural flexibility is essential—but foundational values should never be compromised.

Practical Leadership: Listening to Employees and Customers

One of the most powerful leadership tools is listening. Yet, it’s the most overlooked.

Business owners and executives often focus on financial reports, market trends, and strategic planning—but they miss out on the insights that come from conversations with employees and customers.

Here’s what I recommend:

• Call a customer and ask them how they perceive your company’s values.
• Meet with employees to discuss what’s working and what’s not in company culture.
• Be open to difficult feedback—misalignments will surface, and addressing them early prevents bigger issues later.

By making listening a leadership habit, you build trust and uncover opportunities for innovation and improvement.

External Expertise: Leveraging Advisors to Strengthen Values and Strategy

No leader has all the answers. The most successful companies understand when to bring in outside expertise to refine their strategy and execution.

Whether it’s a consultant, mentor, or industry expert, external perspectives help identify:

• Blind spots in your business strategy.
• Operational inefficiencies that need fixing.
• Cultural shifts that may be happening without leadership realizing it.

A simple exercise: Evaluate the value of your time.

• If you’re spending 10+ hours a week on something outside your core expertise, consider outsourcing or bringing in an expert.
• The right external guidance doesn’t just solve problems—it accelerates growth.

Cultural Fit in Acquisitions: Ensuring Value Alignment Before Buying a Business

At Tree and Leaf Partners, we don’t just acquire businesses—we preserve and enhance their legacy.

A company’s financials can look great on paper, but if the culture is broken or values misaligned, long-term success is unlikely.

Before acquiring a business, we assess:

• How does the founder talk about their employees?
• What do customer reviews and employee feedback reveal about the company’s culture?
• Are values authentic, or just words on a website?

Tip: If you’re acquiring or merging with a company, spend time in their office, talk to employees, and observe how leadership interacts with the team. Culture should be a deal-breaker, not an afterthought.

Purposeful Work: Engaging Employees Through Meaningful Missions

The best employees aren’t just looking for a paycheck—they want work that aligns with their values.

Companies that create a sense of purpose see higher retention, stronger engagement, and better performance, as evidenced by the success of B Corporations, which meet rigorous standards of social and environmental performance.

At Tree and Leaf Partners, we ensure employees feel connected to our mission of preserving great businesses. We highlight:

• The bigger picture—How does their role contribute to long-term company success?
• Real stories—We share examples of how their work impacts customers, partners, and communities.
• Opportunities for growth—Investing in development ensures employees feel valued.

Reputation Matters: Monitoring External Feedback on Your Culture

Customers and employees talk—and their feedback shapes your reputation.

Regularly check:

• Glassdoor reviews—How do employees describe your culture?
• Customer testimonials—Are they aligned with your stated values?
• Social media sentiment—What are people saying about your leadership and company?

Your external reputation often reflects internal realities. If there’s a disconnect, it’s a sign that values need reinforcing.

Final Thoughts: Building a Business That Thrives on Values

At the heart of every great business is a strong set of values—not just as a slogan, but as a driving force behind every decision, interaction, and strategy.

By aligning values with profit, turning principles into actions, listening deeply, and being intentional about culture, you don’t just build a successful business—you build a legacy. Research from Deloitte supports this approach, highlighting the role of corporate culture in driving business outcomes.

Let’s build companies that stand the test of time—rooted in values, driven by purpose, and thriving in success.