Your core values are an integral part of who you are and influence every part of your life including your business. Customers want to buy and work with someone they feel is in line with their own values and that they respect. Think about your own experiences, there is probably a certain brand, store, company that you won’t do business with because you perceive them to have poor values. Consider the following inforgraphic and article from ContentSparks for how you can determine your own core values. https://contentsparks.com/16711/how-to-identify-core-values/