When you think about core values in your workplace, what comes to mind? A few words painted on the breakroom wall? A mission statement buried in an onboarding deck? For many organizations, especially in fast-paced, high-pressure industries like the trades, core values become background noise. But if you're leading a team, here's the uncomfortable truth: your culture isn't built by what you say you believe. It's built by what you tolerate. And if those values aren’t actively guiding behavior, they’re not values—they’re decoration. So, how do you make core values actually work? How do you turn them from empty statements into a foundation that builds trust, accountability, and long-term growth?

John Knowlton has spent years helping leaders get clear on what drives their teams. With a background as a United Methodist pastor and a business coach for trades and service companies, John understands that values aren’t just about inspiration—they’re about alignment. According to him, culture is not defined by what’s printed on your website. It’s defined by behavior. And too often, leaders create unspoken double standards. High performers are rewarded—even when their behavior undermines the team. Values are quoted in meetings but ignored on the jobsite. Over time, this erodes trust and breeds inconsistency.

When your team sees misalignment between what’s said and what’s done, they stop believing. And that’s when turnover, burnout, and disengagement start to rise. But when core values are clear, consistent, and practiced daily? They become your most effective leadership tool.

In this episode of The People Strategy Podcast, Traci Austin sits down with with leadership coach John Knowlton for a candid, practical conversation about how to bring core values to life, especially in trades-based businesses. Together, they unpack what it really means to operationalize core values in the everyday: from crafting interview questions that reveal alignment, to navigating difficult decisions when two values seem to conflict. They explore how to hold high performers accountable when their behavior clashes with team culture, and how to embed values into performance reviews, peer feedback, and daily communication. This episode offers more than just theory—it provides actionable tools for leaders ready to stop reacting to culture and start shaping it. Because, as John says, “Your culture is happening whether you lead it or not."

• Connect with John Knowlton on LinkedIn
• Find out more about C12 Leadership
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