And the All-Time Top Twenty Company Values are…

Integrity. Boldness. Honesty. Trust. Accountability. Commitment. Passion. Fun. Humility. Continuous Learning. Leadership. Diversity. Innovation. Quality. Teamwork. Simplicity.

Riveting stuff.

This is how Tim Cook marked Apple’s company values.

• We believe that we’re on the face of the Earth to make great products.
• We believe in the simple, not the complex.
• We believe that we need to own and control the primary technologies behind the products we make.
• We participate only in markets where we can make a significant contribution.
• We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
• We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.
• We don’t settle for any thing less than excellence in ever y group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.

Apple’s company values are clearly more descriptive, meaningful, actionable and relatable than any of the all-time same-old list. If you really want your brand to stand out, you need to find alignment between company values and brand values. Both need to shine equally bright.

Gary Hendrickse
CEO Sherpa Brand Strategy and Design
gary@sherpa.co.za
+27 83 677 7342