In the world of entrepreneurship, businesses are not just about products or services; they are about the values that drive them. Core values shape your company culture, influence decision-making, and help you connect with your target audience. Understanding your 'why' is essential, as it lays the foundation for defining these core values effectively. Identifying your 'why' not only inspires you as an entrepreneur but also motivates your employees and attracts customers who share your values. Involving your team in the creation of core values ensures a collaborative reflection of their beliefs and aspirations, leading to a rich diversity of ideas. The most effective core values are concise, actionable, and reflect your brand's identity. By embracing your 'why' and translating it into your core values, you cultivate a strong organisational culture that fosters team cohesion and customer loyalty, ultimately paving the way for business success.