Building Success Through Core Values: Insights from Brenda Neckvatal

In today’s fast-paced business world, companies often prioritize growth and profits, sometimes at the expense of culture and cohesion. Yet, for Brenda Neckvatal, a seasoned business consultant and coach, core values are the essential backbone that defines a company’s true success. With years of experience working in corporate environments and now guiding businesses of all sizes, Brenda has seen firsthand the transformative power that well-defined core values bring to a team. From enhanced collaboration to seamless communication, she believes that when everyone aligns with a shared purpose, businesses don’t just grow—they thrive.

In this interview, Brenda shares her insights on why core values are more than just mission statements or posters on a wall. She reveals how values can anchor a team, fuel growth, and inspire individual and collective success. Drawing from her journey and experiences, Brenda offers actionable advice on implementing and reinforcing these principles across all levels of an organization. Her approach is one of genuine dedication, and as she puts it, “Core values aren’t just words on a wall; they’re the heartbeat of a company.”

Thank you so much for joining us, Brenda! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?

Thank you for having me, Stacey! I’ve had quite a journey in the consulting and coaching world, and it’s been a rewarding one. I started out working in big-box retail management, where I quickly learned the importance of team dynamics and effective leadership. Managing large teams in fast-paced environments taught me how crucial it is to establish clear expectations and build a foundation of values that everyone can align with. As I moved up, I realized this wasn’t just important in retail but in every business setting. Eventually, my path led me to a career where I could use these experiences to help companies build strong foundations based on core values. Today, I work closely with organizations of all sizes to help them connect with their purpose, improve team dynamics, and grow sustainably.

Core values are at the heart of what you do. Why would you say they’re so crucial for businesses?

Core values are absolutely essential because they’re the foundation of alignment for the entire team. When everyone understands and embraces the same values, you have a clear pathway to success. Without them, teams lack cohesion, and that leads to confusion, miscommunication, and often conflict. Imagine a boat with everyone rowing in different directions; you’ll end up spinning in circles. Core values are what keep everyone on the same page, moving toward shared goals. When values are genuinely integrated into daily interactions, they create a cohesive environment where people feel grounded, supported, and motivated to contribute their best.

How does this sense of alignment really affect the day-to-day workplace environment?

Alignment changes everything. When people share the same values, they’re more likely to understand each other’s perspectives, appreciate each other’s contributions, and collaborate effectively. You don’t see the constant resistance or arguments over decisions because everyone’s on a similar wavelength. It’s like a well-oiled machine; when values are aligned, everything flows naturally, and you end up with a stronger, more connected team. This cohesion fosters a sense of trust and respect that benefits both morale and productivity.

You talk about core values from different levels, like the macro, micro, and individual. Can you explain how these work together?

Of course. I look at values from three distinct perspectives. The macro level refers to broad cultural influences, like the values of a country or an entire organization’s ethos. The micro level includes organizations, smaller teams, or even families. Then there’s the individual level, which is personal and unique to each person, shaped by their upbringing, experiences, and beliefs. Each level can influence and reinforce the others. For instance, a business with strong core values can positively impact its employees’ personal lives, just as an employee’s personal values will affect how they engage with their team.

It sounds like these personal values can sometimes clash with company values. How does someone’s worldview affect their role in a company?

Exactly. A person’s worldview shapes everything—how they approach challenges, how they handle stress, and how they interact with others. When someone’s personal values align with the company’s, there’s a natural sense of harmony and fulfillment. But when there’s a mismatch, it can lead to tension. For example, someone who deeply values teamwork might feel out of place in a company that prioritizes individual achievement. That’s why it’s so critical for businesses to hire individuals who resonate with the company’s values. It not only boosts satisfaction and productivity but also reduces turnover and creates a stronger culture.

Do you think core values influence areas of life beyond just the workplace?

Absolutely. Core values impact every relationship, every decision, and every interaction we have. They’re more than just a work philosophy—they’re a lens through which we see the world. When people live their values at work, they don’t feel like they’re splitting themselves between two identities. It creates consistency across all areas of life, leading to greater fulfillment, personal growth, and professional success. It’s incredible how much a solid foundation of values can positively impact both work and personal lives.

Could you share some examples of core values you’ve seen in businesses that really made an impact?

Certainly, one of my favorite examples is from a friend who runs a cleaning business. His core values are simple yet incredibly powerful: “Have Fun,” “Work as a Team,” and “Make Mama Proud.” That last one, “Make Mama Proud,” really resonates with me because it’s about taking pride in your work and knowing you’ve done your best. When employees adopt this mindset, they approach each task with a commitment to excellence and create a positive experience for the clients they serve. These values help connect employees to the company’s mission in a very real and meaningful way.

“Make Mama Proud” is a unique one! How does it play out in real life for the team?

It’s a wonderful reminder to bring your best self to work. When employees think about “making Mama proud,” they’re motivated to give their best, knowing someone will come home to a beautifully clean house after a long day. It’s about doing the right thing, making an impact, and taking pride in one’s work. Core values like these help employees connect to the purpose behind what they’re doing, turning an ordinary job into something they can feel genuinely proud of.

What are some common challenges businesses face when trying to establish these values?

One major challenge is that companies often assume employees will “just know” the values. But it’s not that simple. For values to be effective, they need to be communicated clearly and consistently and embedded into the company culture. They can’t just be words on a wall or something mentioned during orientation. Leaders must model these values and make them an active part of daily conversations, decisions, and practices.

How do core values help with the hiring process?

Core values are a fantastic filter for hiring. When a company hires individuals who genuinely align with its values, those employees tend to integrate more seamlessly into the culture. But when values aren’t considered in hiring, you might end up with individuals who don’t mesh well with the team. Employees who don’t feel aligned tend to feel out of place, and they’re usually the ones who leave or struggle to engage. Hiring for values alignment not only strengthens the team but also supports retention and satisfaction.

What would you say are key steps for companies wanting to put core values into action?

It starts with leadership. Leaders need to live these values daily, setting an example for the entire company. The CEO and executives should embody the values consistently and reinforce them in their decisions. Then, values should be regularly communicated and applied to real-life situations so that employees see how they’re used in practice. Accountability is key; everyone should be held to these standards, regardless of their position. When leaders actively uphold core values, it encourages the rest of the team to do the same.

You’ve worked in environments where core values made a significant impact. Could you share an example?

Certainly! When I worked at CarMax, we constantly referred back to core values in every decision we made. Leaders would regularly ask, “Is this in line with our values? Will it help us achieve our core mission?” This level of alignment made decision-making easier, and it allowed us to achieve record-breaking results as a team. When everyone’s on the same page, the sense of focus and direction is incredible. We weren’t just doing a job; we were achieving something meaningful together.

What’s your advice for companies dealing with employees who don’t align with the company’s values?

Addressing it openly and honestly is crucial. If an employee resists aligning with the company values, it may be best to part ways. It’s not an easy decision, but protecting the company culture is paramount. When values are compromised, the entire team feels it, and it can erode trust and cohesion. Having a team that’s fully aligned with your core values is worth far more than trying to accommodate a poor fit.

What are some practical ways companies can reinforce these values regularly?

Making core values part of weekly meetings and goal-setting exercises is highly effective. Leaders should check in with employees to ensure their work aligns with these values. Setting tangible goals under each value helps employees understand how to put them into action. This way, values become part of everyday operations, not just words on paper.

How do you guide businesses that want to adopt a value-based culture but don’t know where to start?

I usually begin with a business health check to establish a baseline. This allows me to provide specific recommendations tailored to the company’s unique state and needs. From there, we develop an action plan, and I support them throughout the process. It often takes 12 to 24 months to see a full transformation, but the commitment leads to meaningful growth and a truly aligned culture.

It sounds like a long-term commitment but so worthwhile. What does success look like at the end of this process?

Success means a team with a clear direction, strong morale, and a shared sense of purpose. Increased productivity and revenue growth often follow naturally. But more than numbers, it’s the sense of unity and positivity that defines real success. When everyone feels invested in the company’s mission, it creates a lasting, positive impact for both the business and its people.

I love that! Thank you for sharing these insights, Brenda. How can our readers further follow your work online?

Thank you, Stacey! Readers can visit yoBrenda.com for resources and access to my impact scripts. For those interested in my books or consulting, my more in-depth site, BrendaNeckvatal.com, is also available. Both are great ways to learn more about what I do.

Brenda, thank you so much for sharing all of this with us. Your insights into building a value-driven business are invaluable, and I’m sure our readers will take away so much from this conversation. It’s been an absolute pleasure having you here.

Thank you, Stacey. I’m grateful for the opportunity to share what I’m passionate about, and I hope it inspires businesses to embrace and prioritize their core values.

Brenda Neckvatal is a distinguished business consultant and coach specializing in leadership development, team building, and organizational culture. With over two decades of experience, she has a unique approach that integrates tactical business strategies with a strong emphasis on core values and alignment. Known for her engaging style and deep expertise, Brenda has helped countless organizations create high-performing teams and sustainable growth. She’s also the co-author of Mission Ready: Building High Performing Teams from the Battlefield to the Boardroom, bringing insights from military leadership to the corporate world. Through her coaching, Brenda empowers leaders to cultivate trust, accountability, and purpose within their teams, transforming workplace dynamics and driving impactful results.