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Your Values & Principles are the foundation of how you show up in the world. They represent the non-negotiables that guide decisions, shape behavior, and influence culture within your organization.
Think of them as the compass that helps your team align with your purpose (your Why) even when you’re faced with challenges or uncertainty.
Your How is about the way you bring your Why to life*.*
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These are the strategies, systems, and unique approaches that make your brand different. While many companies might share a similar Why, your How is what makes you stand out.
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A well-defined How ensures:
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How you bring your Why to life makes you unique. The combination of your Why and How should be unique, like a fingerprint.
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For example, see what Apple’s “fingerprint” looks like:
Why: “We think differently. We want to challenge the status quo.”
How: “The way we do this is by making products that are easy to use, elegant, and well designed.”
The way we do this is by [actions and behaviors].
Example How
“The way we do this is [by keeping our offerings simple, adopting an infinite mindset, trying to see things from unconventional perspectives, and always finding the silver lining].”
Write 1-2 “How” Statements that describe the actions and behaviors that bring your vision to life.
V1: The way we do this is by [actions and behaviors].
V2: The way we do this is by [actions and behaviors].
Once complete, enter your final version here.
<aside> <img src="/icons/gears_green.svg" alt="/icons/gears_green.svg" width="40px" /> Our How
The way we do this is by [actions and behaviors].
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Your What is the evidence of your Why. These are the tangible products, services, and actions your brand offers to the world.
It’s the proof that your purpose isn’t just talk—it’s action.
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Guiding questions
What products or services do you offer today? How do they connect back to your Why? What outcomes do your clients/customers experience from working with you?
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Our [list of products/services/offerings] help people [desired outcome for your audience].
Example What
“[Our classes, courses, keynotes, and podcast episodes] encourage people to [learn and grow their human skills of leadership, communication, and trust.]”
Full example from Apple:
Why: “We think differently. We want to challenge the status quo.”
How: “The way we do this is by making products that are easy to use, elegant, and well designed.”
What: “And we just happen to make computers as our products.”
List your primary products/services here. Write how they connect back to your Why.
Once complete, enter your final version here.
<aside> <img src="/icons/shop_green.svg" alt="/icons/shop_green.svg" width="40px" /> Our What
Our [product/service/offering] helps people [desired outcome].
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Now that you’re complete with your brand foundations, take a step back and review your brand story.
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We [why you exist] so that [outcome].
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<aside> <img src="/icons/shop_green.svg" alt="/icons/shop_green.svg" width="40px" /> Our What
Our [product/service/offering] helps people [desired outcome].
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If you are happy with these statements, combine them here so they can be updated to the cover.
Need help completing the workbook? 📩 Contact us to get started.
If you’d like to take your How one step further, you can distill it into Core Values. These are simple, memorable words or short phrases that your team can rally around. These will help you make decisions that are aligned to your brand’s purpose.