You've done the hard work of defining your core values through deep introspection, and hopefully some team input. You have that inspiring set of memorable words or short phrases. Behold the core values!

Fast forward three months: business is back to usual. A few team members remember the words but can't recall the last time they were conscious of what they stood for. What does living these values even look like?

At FourthCanvas, we've wrestled with this for over 10 years, both for ourselves and with clients we consult for, achieving increasing success building Decisive Brands powered by formidable cultures.

From our experience as well as learnings from other companies that get it right, moving core values from words to action mostly come down to four key steps:

Translate — Identify — Celebrate — Consult

1. Translate to everyday actions

Words alone are not enough. Whether your values are single words, short phrases, or a mix, they must be explained—written down, spoken about, and above all, translated into everyday behaviors.

Don’t stop at “Be proactive.” Show what it looks like in action: “If time’s running out and you can’t reach the copywriter, create placeholder copy so the project can keep moving.” Create 4–5 such examples for each value.

Even better: co-create these instances with your team, to deepen ownership.

2. Identify moments of alignment

Once behaviors are clear, start spotting them. Leaders should become the daily “police” of the values—calling out alignment and misalignment. Most importantly, they must embody the values themselves. Without that credibility, the exercise collapses.

At FourthCanvas, it is common to hear things like: “I like the detail in that document—that’s real Care for our partners.” Or: “I get why you’re late, but you should’ve communicated in advance. That’s how you Lead.”

We also hold bi-monthly “model shout-outs,” where team members nominate colleagues who’ve embodied a value and in which situation. Each example is documented for future reference, review and rewards, which leads naturally to step 3 — Celebrate.

3. Celebrate models

Beyond the immediate commendation of these behaviors, as well as applause from team members when people share their models, we also create end-of-year awards that celebrate our best team members, in alignment with these desired behaviors. Our talent evaluation system (which affects promotions, recognition, and rewards) is based on metrics created in translation of the core values.

The method matters less than the principle: if you don’t celebrate the behaviors you want to see, you’re signaling (even subconsciously) that they don’t matter. After all, we always celebrate what matters — new deals, big wins, and profits.

4. Consult as guide on key decisions

Core values should become your compass. Hiring? Check candidates against them. Choosing partners, collaborators, or influencers? Consider alignment. Facing a crisis? Test your responses through the lens of your values.

When values are consistently referenced in the big and small decisions, when they become a constant reference in the boardroom, they become real.

Culture is not defined by beanbags and PlayStations. It rises or falls on the daily behaviors we translate, identify, celebrate, and consult.

Hopefully, these four steps offer a starting point. If you’d like to go further, we’re happy to gift an hour to bounce ideas on tailoring them to your organization. Just pick a time on your calendar here.

As the saying goes: execution eats strategy for lunch. And culture? Culture is water.