Provides brand values frameworks, differentiation tests, discovery questions, and behavior mapping templates. Auto-activates during values definition, core values curation, and values testing. Use when discussing brand values, core values, Lencioni's four categories, opposite test, antivalue, fire someone test, operationalizing values, Brene Brown values process, values discovery, or permission-to-play values.
View on GitHubplugins/vibes/skills/brand-values-development/SKILL.md
January 21, 2026
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npx add-skill https://github.com/mike-coulbourn/claude-vibes/blob/main/plugins/vibes/skills/brand-values-development/SKILL.md -a claude-code --skill brand-values-developmentInstallation paths:
.claude/skills/brand-values-development/# Brand Values Development Framework Quick reference for developing distinctive, actionable brand values using methodologies from Jim Collins, Patrick Lencioni, Brene Brown, Marty Neumeier, and Simon Sinek. > "You do not create or set core ideology. You discover core ideology." — Jim Collins > "Values are verbs, things we do." — Simon Sinek > "If you're not going to translate values from ideals to behaviors, it's better not to profess any values at all." — Brene Brown --- ## Lencioni's Four Categories of Values **Created by**: Patrick Lencioni (*The Advantage*) Not all values are equal. Understanding which type prevents common mistakes. | Category | Definition | Characteristics | Example | |----------|------------|-----------------|---------| | **Core Values** | Unchanging values upon which organization was founded | Essentially immutable; 2-3 must-haves | Zappos: "Deliver WOW through service" | | **Aspirational Values** | Values you want to cultivate for success | Goals, not current truths | "Working toward radical transparency" | | **Permission-to-Play Values** | Values the market requires to participate | Table stakes, not differentiators | "Integrity," "Honesty," "Quality" | | **Accidental Values** | Values that emerge organically | May be positive or negative | Informal dress code | **Key Insight**: "Core values are non-negotiable. If you believe in them, you'll fit. If not, you won't." **Warning**: Don't confuse aspirational goals with core values. Stating "quality is a core value" without demonstrating it waters down impact. --- ## Six Differentiation Tests Apply these tests to ensure values are genuinely distinctive: ### Test 1: The Opposite Test **Ask**: Could a reasonable company hold the opposite value? | Value Claim | Opposite | Verdict | |-------------|----------|---------| | "Integrity" | "No integrity" | ❌ Not distinctive (no one claims opposite) | | "Speed over perfection" | "Perfection over speed" | ✓ Distinctive (both are valid cho