When I was looking for a WordPress developer to partner with, I found several good people but ended up selecting someone who had a statement of values on his website. They happened to jive with mine so I hired him for a small project, and now we’re working together on a much larger one.

Not everyone does business this way. But many do. Many potential customers what to know what you stand for. Don’t be afraid to share your values. If they’re truly important to you, you’ll draw in the kind of people who you really want to work with.

This company delivers coffee, tea and food products for restaurants, cafes and institutions. Their values become their brand. But they go a step further than displaying their guiding principles; they tie each principle to tangible evidence, linking to specific pages on their website.

This kind of concise framework has an added benefit of keeping you on track and simplifying your efforts. The more clear you are on the core things, the less you have to talk about it.