By Olivia Janssens

Your mission is unique. So are your values. They are the compass guiding your every decision.

Why Values Are Your Business Compass

No two women share the exact same mission or values. That’s because your values are deeply personal — rooted in your story, your truth, and your soul’s path. In business, they aren’t just abstract principles — they are your internal strategy. Trying to build without them is like sailing without navigation. You might move, but not toward fulfillment. Over time, this misalignment creates stress and burnout. You may say yes to projects, clients, or collaborations that drain you instead of energizing you.

Values Shape Both Past and Future

Think about a decision you regret. Chances are, it ignored one of your values. Now recall a choice that filled you with energy and pride. It likely honored a core value. When you see decisions through this lens, the pattern becomes clear: values explain the past and illuminate the future.

Why Values Matter in Business

Sustainable success is not built on strategy alone — it’s built on alignment. Your values shape your vision, your leadership, and your brand. When your business reflects what you believe in, it becomes both effective and fulfilling. As a mentor and recruiter, I’ve seen what happens when values are unclear: poor decisions, scattered branding, fatigue. But when women lead from their core values, they attract aligned clients and teams. They stop just “building a business” and start building a legacy.

Values Evolve and That’s Okay

What mattered most a decade ago may feel irrelevant today. That’s not inconsistency, it’s growth. The key is to stay conscious and revisit your values regularly. Ask yourself: what still resonates, and what needs to shift?

From Disconnection to Clarity: My Story

Fresh out of university, I landed a Marketing Manager role at a signage company. The title, salary, and company car looked like success on paper. But one of my deepest values — connection — was missing. The culture was cold and transactional. I felt like a plant without sunlight.

Eventually, I left. Some called me “crazy” to walk away, but I wasn’t. I was choosing integrity over image. Years later, I learned the founder’s son turned the business around using a strategy I once suggested. It reminded me: when we lead from our values, impact echoes far beyond the moment.

Living and Leading by My Values

Today, in every business I run — as a mentor, recruiter, or author — my values guide my choices: connection, inspiration, entrepreneurship, joy, harmony, professionalism. They’re not buzzwords; they’re my filters. Whenever I face a decision, I ask: does this honor my values? If the answer is no, it’s a clear no without guilt or doubt.

How to Discover Your Own Values

Not sure what your values are? Start by reflecting:

• What moments made you feel most alive?
• Which choices left you drained or regretful?
• What have you said yes to with conviction?
• What did you say yes to but wish you hadn’t?

These clues reveal your deepest truths.

Values Make You a Better Leader

Leading from values builds trust — with yourself, your team, and your audience. It influences who you hire, how you delegate, and how you communicate. Your business becomes more than an organization; it becomes a reflection of who you are.

Values Give Meaning to Success

You can reach goals without honoring your values — but the satisfaction won’t last. Values turn wins into fulfillment. They ensure your achievements feel earned and aligned with who you are.

Your Values and Talents Work Together

Values reveal your “why.” Talents reveal your “how.” Together, they form the DNA of your purpose-driven business. Ignore one and the picture is incomplete. Honor both, and your business becomes magnetic.

Your Compass Is Already Within You

You don’t need to invent your values. They’re already there: lived, felt, and even fought for. Journaling, card exercises, or reflecting on defining moments can help uncover them.

Remember: you weren’t born to copy someone else’s formula. You were born to lead from your truth. Let your values be your compass. Honor them. Build with them. And watch your business grow into something meaningful — and uniquely yours.