Forbes contributors publish independent expert analyses and insights. Exec coach & former Microsoft CFO. Writes on leadership. Most senior executives have an intuitive sense of their core values—but ...

Forbes contributors publish independent expert analyses and insights. William Arruda covers personal branding, leadership, and careers. Authentic leaders don’t just talk about values— they live them.

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Core values serve as guiding principles that shape our attitudes, actions, and decisions. According to psychological research, values are fundamental beliefs that guide our choices and behaviors. They ...