Examples of Guiding Principles: 3 That Will Reignite Your Team

Do you wish there was a way to keep everyone on your team focused on the most important tasks, even when you aren't in the room to remind them? Add these three guiding principles to your leadership practices and you'll have a more engaged team in no time.

Why do teams need guiding principles?

According to a 2021 Gallup study, 51% of employees are disengaged at work. The same study also hints at the antidote to that disengagement: 81% of employees are most motivated when internal communication is clear.

It's not that your team members don't want to work hard. Sometimes, it's just that they don't know what they are supposed to be doing.

Guiding principles provide clear, open communication that outlines where the company is headed, each employee's responsibility in helping the organization achieve that goal, and exactly how they can foster professional success.

What are examples of guiding principles in business?

Before we go deep on each one, here is the short list. The three guiding principles great leaders use are:

• A motivating mission statement
• Three critical actions
• Three key characteristics

The examples of guiding principles below will show you what each one looks like in practice. However, if you want to learn more about the guiding principles and how good leadership can transform a business, go to Business Made Simple University or read Donald Miller's book How to Grow Your Small Business for a deeper dive.

Guiding Principle #1: A Mission Statement

Almost all companies have mission statements. Yet, most use boring, ineffective mission statements that do nothing more than take up space on a piece of paper.

Instead of an ambiguous, complex mission statement, Donald Miller recommends following this formula: We will accomplish [goal] by [deadline] because of [reason].

That one, simple sentence puts your company on a motivating mission that will enhance the work environment and help your business grow.

A concrete example of this guiding principle in action:

A roofing company might write: "We will become the most-referred roofing contractor in West Michigan by December 2026 because every family deserves a roof they never have to think about."

An HVAC company might write: "We will service 500 new customers in 2025 by doing the job right the first time, because no one should lose sleep over a broken furnace in January."

This formula works well because it paves a clear path for organizational success. It puts everyone on the same page about what the company wants to achieve. Setting a deadline creates a sense of urgency that promotes productivity. And by connecting the goal to the bigger picture -- the reason why your company exists -- you remind people why the work they do each day matters.

Successful leaders know that employees want to do important work. Job satisfaction increases when employees understand the importance of their role and how it contributes to not just business goals but something far bigger than themselves.

No matter what industry you look at, all successful companies are on a mission to make their industry, community, or the world around them better in some way. When your employees can see their job through that lens, going to work starts feeling like embarking on an important mission.

Guiding Principle #2: Critical Actions

The mission statement ensures that everyone in your company is working toward the same goal. This next step, defining three critical actions, outlines specific steps each team member should take to help the company achieve that goal.

Essentially, you want these critical actions to become habits that are embedded into your company culture and drive your organization forward. Choose three actions that are tangible, achievable, and directly aligned with the goal listed in your mission statement.

Ideally, these should be actions that all members of the organization can take. However, depending on the structure of your company, it may make more sense to have each team create a list of critical actions based on the specific skills required for their roles.

Examples of guiding principles as critical actions:

• Having a 5-minute check-in meeting each morning
• Reviewing your goals daily
• Answering all customer communication within 24 hours
• Contacting 10 potential clients per day
• Telling everyone about your signature product or service
• Offering free samples or trials
• Cleaning up your workspace every hour
• Greeting everyone with a smile
• Creating one new social media post per day
• Writing for 30 minutes each morning

To define your company's critical actions, write a list of all the regular actions you'll need to take to achieve your goal. Then, choose the three that you think would make the biggest impact.

After a few months of implementing these critical actions, review your guiding principles. If necessary, think up new ideas and update any elements of your guiding principles that don't seem to be helping your business gain momentum.

Guiding Principle #3: Key Characteristics

You've got a goal, you know what actions to take to get there -- now, who do you need on your team to make it happen? What kind of people do you need to reach your goal?

The three key characteristics are traits that each employee should embody in their work. These may be characteristics that you value in an employee, traits you know you'll all need to reach your goal, or priorities needed to develop a positive company culture.

Granted, there are a lot of traits you could choose from. Don't spend days agonizing over the "right three." Just pick three that you want your team to focus on and start putting them into practice.

Remember, none of this is permanently tattooed into your company culture. You can always make edits if you realize something isn't working.

Defining three key characteristics also doesn't mean you forget about all the other important skills necessary for a productive work environment. Instead, it encourages employees and leadership alike to prioritize these three and demonstrate them as often as possible in their work.

Having three key characteristics will also help you pre-screen new hires to ensure you are adding people to your team who will maintain, or mesh well with, the current company culture.

Examples of guiding principles as key characteristics:

• Stay calm under stress
• Meet deadlines
• Welcome change
• Learn something new each day
• Accept feedback with a smile
• Double-check the details
• Put the customer first
• Admit mistakes
• Lead by example

Notice that these aren't ambiguous, lofty aspirations like "value learning" or "prioritize self-improvement." They tell you exactly what actions to take. Each phrase paints a clear picture in your employees' minds of what you want them to do.

What good examples of key characteristics look like side by side:

| Vague Version | Clear Guiding Principle | |---|---| | Value communication | Answer all messages within 24 hours | | Be a team player | Offer to help before being asked | | Stay positive | Bring one solution for every problem you raise | | Care about quality | Double-check your work before handing it off |

The column on the right is what makes a guiding principle actually work. Anyone reading it knows immediately what "good" looks like.

Guiding Principle #4: Core Values (Optional)

Before you start thinking I don't know how to count, or incorrectly named this blog post, stick with me for a second.

Most businesses list core values as a part of their guiding leadership principles. Although I don't think there is anything wrong with defining core values, I also don't think they are 100% necessary.

As Donald Miller says, most core values are basic moral behavior -- core responsibilities that we all have as humans. If you can't show honesty, integrity, and a good work ethic, you'll struggle no matter where you work.

So if you want to add core values to your business's guiding principles, be my guest. Just know that I've never seen a list of core values that rocked my world or made me a more successful leader. They generally fit more in the "Duh, of course you should do that" category.

Examples of core values are:

• Integrity
• Innovation
• Excellence
• Collaboration
• Accountability
• Respect

As you can see, they are pretty lofty and ambiguous values that are a little harder to translate into specific actions. If you are going to add core values to your guiding principles, don't spend a ton of time agonizing over which ones to choose. Just pick three and move on.

How to Implement Guiding Principles for Leadership

Now that you've taken the time to define your business or department's guiding principles, it is time to put them into action. Here's how to take them off the sheet of paper and into real life:

Step 1: Present them to your team.

Start by scheduling a dedicated team meeting where you introduce and explain each principle. Use real-life examples and scenarios to show employees how they apply to everyday life.

Step 2: Provide consistent reminders.

To help your team remember these principles, find ways for them to show up in everyday life.

You could:

• Create a visually appealing poster or infographic that lists each guiding principle to hang in the break room. (Wait a few months to do this, just in case you need to make changes.)
• Talk about them regularly in team meetings.
• Use them as criteria for performance reviews.
• Ask your employees what they think of the guiding principles. Be a good listener and use their feedback to make future changes.
• Lead by example. Let the guiding principles influence your decision-making, problem-solving, and daily operations.

By consistently reinforcing and referring to your guiding principles, they'll become part of your team's mindset, guiding their behavior and attitudes at work.

How Guiding Principles Make You a Better Leader

If you're still on the fence, wondering how these leadership principles could make you a great leader, let's circle back and put it all into perspective.

A good leader sets clear expectations. If you can communicate effectively with your team and other stakeholders, you'll have mastered the bulk of effective leadership.

Essentially, your guiding principles are like your compass and map -- they tell your team where to go and keep everyone moving in the right direction.

When your employees know what actions and values matter most, they know what to do and how to do it. They understand their purpose, responsibilities, and role.

We all love to succeed. When we have a clear picture of the end goal and the rules of the game, we know how to win. Management and marketing professionals can leverage this clarity to foster a culture of accountability and maintain momentum toward the company goals.

Not sure where to start?

If you are a small business owner or marketing director who would like to apply guiding principles to your business or organization but you aren't sure where to start, schedule a call with Guide MKTG.

Usually, if you aren't sure where to start it is because you don't have a clear idea of where you are headed. We will analyze your current marketing strategy and company messaging so that you know exactly where to focus your time and energy to keep the business moving forward.

Frequently Asked Questions About Guiding Principles

What are examples of guiding principles for a business?

Good examples of guiding principles span all three categories. For a mission statement: "We will become the most-referred plumber in our county by the end of 2026 because every homeowner deserves a contractor they can trust." For critical actions: answer all customer messages within 24 hours, review your goals each morning, and tell every customer about your maintenance plan. For key characteristics: stay calm under pressure, double-check the details, and put the customer first. The best examples are specific enough that any employee can picture exactly what to do.

Are guiding principles unique to each organization?

Yes. While the framework for building guiding principles is the same across companies, the specific mission, critical actions, and key characteristics should reflect what that particular organization is trying to achieve and the culture it wants to build. A roofing company and a software firm might both use the same three-part structure, but their actual principles will look very different. That is exactly the point -- your guiding principles should fit your team, your goals, and your customers.

What makes a good guiding principle?

A good guiding principle is specific, memorable, and actionable. It describes a behavior, not just a value. Instead of saying you value responsiveness, a good guiding principle says "answer all customer communication within 24 hours." If your team can picture exactly what the principle looks like in practice, it is a good one. If it requires interpretation, it needs to be sharpened. Another test: can every person on your team say it from memory after hearing it a few times? If yes, you have a good guiding principle.

How many guiding principles should a company have?

Three is the right number for the core framework: a mission statement, three critical actions, and three key characteristics. Any more and people struggle to remember them. The goal is for every person on your team to recite these without looking them up. If your guiding principles require a laminated card to recall, they are not guiding anyone.

What is the difference between guiding principles and core values?

Core values tend to be broad moral commitments like integrity or excellence. Guiding principles are more specific and actionable. "Answer all customer communication within 24 hours" is a guiding principle. "We value responsiveness" is a core value. Both have a place, but principles are easier to act on because they describe a behavior, not just an aspiration. If you had to choose one, go with principles. They do the heavy lifting.

What are guiding principles in business and why do they matter?

Guiding principles are a small set of commitments that tell your team what to do, how to behave, and what the company is working toward. They matter because ambiguity is expensive. When employees don't know what to prioritize, they spend time on the wrong things or wait for someone to tell them what to do next. Clear guiding principles cut that wasted motion and let people make good decisions on their own.

Can guiding principles help with hiring and employee retention?

Yes, on both counts. Clear key characteristics give you a consistent filter for evaluating candidates, beyond just skills and experience. And employees who know what they're working toward and why their role matters are significantly less likely to disengage. The Gallup data cited above is a good reminder: 81% of employees are most motivated when internal communication is clear. Guiding principles are a direct investment in that clarity.