Why Core Values?

Core values are a concept I return to time and time again, across the companies I advise. And core values are surprisingly controversial to many founders. Many would rather just work on something tactical and tactile, like building the product or making sales. But even in a team of 1, culture and core values tend to raise their head.

Core values are decisions made in advance
Link to heading

Do you think through every decision you make? I imagine not.