What are your company's core values — and more importantly, do your people actually live them?

In this episode of Montreal's Elite Unleashed, host Logan breaks down why core values are not just "nice words on a wall," but one of the most powerful tools for building culture, making decisions, and scaling a business with clarity.

Logan explores how true core values act as the DNA of an organization — shaping who you hire, who you fire, the clients you attract, and how your team shows up every day. He explains the two biggest mistakes entrepreneurs make when defining core values: creating aspirational values that don't reflect reality, and relying on "permission-to-play" values that should already be a baseline.

This episode walks through a practical, real-world framework for identifying your actual core values based on your top performers, scoring team members objectively, and using values as a compass for leadership decisions, accountability, and long-term growth. Logan also shares how core values help prevent shiny-object syndrome, create consistency in culture, and simplify hard conversations.

Whether you're a solo entrepreneur, a growing business owner, or leading a team, this episode will challenge you to rethink how culture is built — and how powerful it can be when values are clearly defined and consistently reinforced.

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