Forbes contributors publish independent expert analyses and insights. Exec coach & former Microsoft CFO. Writes on leadership. Most senior executives have an intuitive sense of their core values—but ...

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 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 ...