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The starting point of business success for both individuals and organizations lies in value clarification. Value clarification is an exercise that enables you to determine what principles are important to you and in what order. You then build your career on the foundation of these values.

People are happiest and most fulfilled when their lives are consistent with their highest values and their innermost convictions. High-performing people are clear about what they believe and stand for, and they don't deviate from these values.

Unhappy, underachieving people are often fuzzy or confused about their values, and they compromise them regularly. You live from the inside out. The core of your being is composed of your deepest beliefs about what is right and good in the human condition. Your values determine your emotions, your motivations, and your responses to the world around you. Your values determine the kind of people you like, love, are attracted to, and enjoy working and living with. Your values determine the activities you most enjoy and what sort of work you will excel at.

You identify most strongly with people whose values are consistent with your own. You fall in love with a person who has the same values you do. You enjoy working for a company and with people who share your values. When you see your values upheld in the world around you, you feel happy and satisfied. When your values are violated, you feel angry and frustrated. Stress and unhappiness arise when you compromise your values in some part of your life. Most relationship problems revolve around a conflict of values. Happiness in relationships is the result of two or more people sharing the same values in the same order of importance. You can resolve most of your problems by returning to the values that are most important to you.

Your values are organized in a hierarchy. You have values that are higher than some and lower than others. You have a primary value, a secondary value, a tertiary value, and so on.

You demonstrate your values in your behaviors. It is not what you say but what you do that shows you and the world around you what you truly believe. A person cannot do one thing on the outside and be someone else on the inside.

You will always sacrifice a lower-order value in favor of a higher-order value when you are forced to choose between them. When you are under pressure, you reveal your true character. When you are under pressure, you will choose the value that is dearest to you. You demonstrate who you are on the inside when you are forced to make a choice on the outside. For example, imagine two people with the same three values. These values are family, health, and career success. However, John's order of values is different from Jim's. John's primary value is his family. After his family comes his health, and after his health comes career success. Jim has the same three values but in a different order. Jim values career success first, family second, and health third. Is there a difference between John and Jim? Is there a small difference or a large difference? Which of the two people would you prefer to have as a friend? If you met the two people at a social occasion, would you be able to tell which person was which on the basis of their conversation and behavior?

The answer is clear. A person's choice of values determines his or her character and personality. In general, it determines his or her priorities and choices. It dictates his or her conversation and interests. A person's values determine what he or she will do and won't do. The order of a person's values is the critical factor in shaping his or her destiny.

Values are reflected in how people behave when they are forced to choose. Anyone can express high and noble values when nothing is at stake. But when there is a price to pay, a sacrifice to make, a discipline to adhere to, people reveal their true selves and their true beliefs.

Tasks that are both urgent and important take highest priority. For example, a man who values his family above his career might choose to miss a family dinner if a very important meeting comes up; a woman who values her career above her health might take time off to deal with a pressing medical problem. Their values have not changed, but their actions reflect both the urgency and the importance of events in their lives.

You develop your values early in life as the result of the influences around you. If you grow up with good role models, you will develop life-enhancing values that help you to become a successful, happy person. If you grow up with no role models or receive no guidance in values, you can reach maturity and have little or nothing that you believe in or stand for.

Sometimes your values are called your organizing principles. These are the standards you use to judge your behavior and the behavior of others. These are the rules you follow when you make decisions. When you are clear about your values and their order of priority, you find it much easier to make decisions in the critical moments of your life.

One of my clients was a large conglomerate that was developing a telecommunications division. The first thing they did was to spend several weeks discussing their values and developing their mission statement for this new division. Once they had defined their values, they agreed on the meaning of those values and how those values would be used to guide behavior.

Whenever the managers or executives of the company had a question or a problem, they took out a laminated card describing their values and discussed the problem with the card in hand. They asked each other, "Based on this value, how should we handle this situation?" They then went through their values, using these definitions as the basis for discussion and decision making. Interestingly enough, the company started with an idea and some seed capital in a highly competitive industry and became a great commercial success. The company continues to grow and is highly profitable. Everyone in the company knows and lives by the values. Everyone who works in the company is happy, enthusiastic, and highly motivated. Values make the difference.

What are your values? What do you believe in? What do you stand for? What will you not stand for? What are your innermost convictions and your organizing principles? The accuracy with which you answer these questions will largely determine your happiness and your career success.

Some values you might choose for your career could be integrity, dependability, quality, excellence, hard work, and customer service. Examine your current behavior to determine how consistent it is with the values you espouse. Decide how you will behave in the future to ensure that your actions are consistent with the values you consider to be the most important.

Select one value that you feel is more important than any other value in your work life. Make this your focal point for your behavior and decision making. Resolve to be consistent with this value in everything you say or do. Never allow an exception. Let this value be your guiding light so that, years from now, people will still speak about you and this value in the same sentence.