The things that you hold as the ultimate in yourself or in your company. When you take away everything else this is what remains. Some core values may be integrity, customer satisfaction, loyalty and other inspired terms. It can be used to encourage people working at a dotcom wannabe to believe in the company and ignore their miserable jobs.

The United States Air Force has three Core Values:

1. Integrity First

2. Service Before Self

3. Excellence in All We Do

Not too much to remember. Just a quick and easy three to pop up in your brain whenever you are faced with making a decision.

It is very dificult to follow these three Core Values consistently.

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