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Factor 2: Your Values

Your values serve as the compass guiding your career choices.

Knowing what you stand for—such as integrity, collaboration, innovation, stability, or autonomy—ensures that your work environment and responsibilities align with what matters most to you.

When your values are honored in your career, you’ll find greater satisfaction and long-term fulfillment.​

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​​Here's a comprehensive list of values.

No Perfect Jobs!

Very few people get to do exactly what they truly want.

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For most of us, work is a compromise. The question is: how good can that compromise be? Could your world of work feel 80%?

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The things we value most don’t always translate into job opportunities, the pay grade we want, or availability in our area — sometimes there are simply too few openings. People dream of working for animal charities, driving sustainability, or tackling hunger in Africa.

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Still, there is scope to align the work you do, the sector you’re in, and the company you choose with values that matter to you. When your work clashes with what you value, you’ll struggle to perform — and even more so to feel happy.

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You may not be able to save the world, but aligning your values with what you do on a day-to-day basis is likely to be more modest — yet nonetheless worthwhile.

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So for most people, the real question is: what are your values, how well does your work align with them, and how might you apply them in ways that boost both your success and your satisfaction?

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Can You Do Work That
You Love Doing?

When your values align well with your work, you'll love going to work and love the work that you do!

Examples of aligning values with jobs

Identifying your core values—and bringing them into your work, whether through your role, tasks, or choice of company—makes your job more satisfying and sets you up for greater success.
Below are a few job types showing how roles can align with different values. As you read, you may spot examples that help clarify your own priorities.

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Examples of aligning values with industry types

The industry you choose can also reflect and reinforce your values. The examples below may spark ideas about how your values connect to the type of organisation or business you work for, and how it serves society.
Remember, alignment isn’t just about the industry—company culture and leadership attitude can make a big difference too. (See the first example for extra nuance.)

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Values Drive Success

Identifying your core values—and weaving them into your daily work, whether through your role, tasks, or choice of company—means you’re more likely to enjoy your job and achieve lasting success.


Working in alignment with your values leads to greater motivation, satisfaction, and career fulfillment—not just a sense of well-being.

Think about what matters most to you.


Choose 3–5 values that truly drive your motivation. If your top values aren’t honored at work, you may feel dissatisfied or frustrated.
As you reflect, note that your values and motivations often overlap. Start by listing all your values—don’t overthink; perfection isn’t needed.


Rate each for personal importance: low, mid, or high. If your list is long, rank your top three to five for further clarity.

Record your top priorities in the "Your Values" section of your note-taking app; place the rest in "Miscellaneous."

What next?

Jot Down In Your Note Taking App
What Are Your Values?

  • ​Jot down your values, especially those that you'd like to accommodate in your world of work.

  • Glance at the table of values about and just job down your immediate ideas; you’ll be able to revisit and refine what matters most later.

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Suggestions For The Above

  • Take five minutes now.

  • Grab your note-taking app, and jot down your top 3-5 values—don’t agonize, just get them down.

  • List them roughly by importance and tweak as you go; these priorities may shift as you work through the 12 Factors Program.

Examples:

  1. Integrity – Valuing honesty, ethical behavior, and transparency in all professional interactions.​

  2. Respect – Treating colleagues, clients, and partners with dignity and fairness, and fostering a culture where diverse opinions are welcomed.​

  3. Collaboration/Teamwork – Working effectively with others, supporting mutual goals, and recognizing the strengths each person brings to the table.​

  4. Accountability – Taking personal responsibility for actions, decisions, and outcomes, and following through on commitments.​

  5. Innovation – Embracing new ideas, creative thinking, and change to continuously improve processes and outcomes.​

  6. Excellence – Striving to deliver top-quality work, pursuing growth, and holding oneself to high standards in performance.​

  7. Continuous Learning: Supporting professional development and lifelong skill growth.

Misc
The above are just examples—this program is yours to shape. Refer to the values table and jot down whatever first comes to mind. As you work through the program, you’ll clarify your thinking.
Consider how closely your values match your current role, employer, and career goals.
Work that clashes with your values can drain your energy and limit your progress.
Aim for alignment; it will help you do your best work and advance.

Ready to proceed to the next of the 12 Factors?

Your Personality Type
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