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Core values are the DNA of any organization. They can’t just be words on your website or live on a conference room wall. They must be the backbone of a company’s culture, how you behave as an ...

Forbes contributors publish independent expert analyses and insights. William Arruda covers personal branding, leadership, and careers. Authentic leaders don’t just talk about values— they live them.

Core values are the equivalent of the rules of a sport: It would not be a sport if there were no rules. Atlassian has had the same five core values since Scott Farquhar discovered them three years ...