While many companies list core values on their website, very few employees, including executives, can recite them without looking them up. In this article, pdxMindShare founder and Anvil Media president Kent Lewis shares his experience creating, revising and using core values to drive his Portland OR-based digital marketing agency forward. He starts by sharing his experience sitting with other entrepreneurs o a panel talking about core values and none of the founders could recall all of their core values. It inspired him to revisit, revise and rethink how he utilized core values at Anvil. This article outlines the best ways to leverage your company’s core values to make business decisions that lead to greater retention, focus and overall happiness.