values · from *wal-, "to be strong"
This word is much used by businesses to declare their core qualities: honesty, integrity, loyalty, flexibility and fairness are among the most popular. But surely "values" are held by people, by individuals within organisations, not by the organisations themselves? And should we not be able to assume that those qualities are firmly embedded in the people who work there?
The close association of "values" with "worth" encourages those scrolling through a company's website to associate it with commercial as well as moral superiority.
So here is something to reflect on. The conjectural Indo-European origin of "values" is "*wal-", which means simply "to be strong". It has no moral undertone; it does not mean to be "good". Might now be a good time for businesses to re-think "values", and make a simpler and more powerful connection with us by parading the qualities of honesty, integrity and loyalty as their "strengths" instead?
How clearly we know our own values, and live by them, is a question worth returning to. It is one I often explore in my self-awareness coaching, and if it interests you, do get in touch, at richard@hilliardcoaching.com.