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3 SaaS Companies with not-so average core values 🫶🏾

Updated: Nov 1, 2023

Every company has core values. But some resonate way more with their workforce than others. Check these out...

What's the deal with core values?

Every company has (or should have) a list of core values that all team members use as their guiding principles for how they conduct themselves at work.

Single-word values like Accountability, Honesty, and Respect have long been the go-to naming convention for their simplicity and ease of retention, while phrases or mottos like “Do the right thing” or “Service above self” have increasingly become the new norm.

In this post, we highlight three SaaS companies that have taken their list of core values a step further by breaking through formalities to deliver a more personalized and modernized message to both their workforce and customer base.

Webflow's Core Behaviors

First on our list is Webflow, a SaaS company that has disrupted the web design market with a web app that enables users to visually design fully functioning websites, eCommerce stores, and Content Management Systems (CMS) without having to enter a single line of code.

Webflow’s list of Core Values isn’t actually a list of values. On their Careers page, they cross out the word “values” and replace it with the word "behaviors."

Their site states, “We don't have core values because values mean nothing without action. So these are our core behaviors.”

Each “behavior” is accompanied by a brief description.

  • Obsess over customer experience: We deeply understand what we're building and who we're building for and serving. We define the leading edge of what's possible in our industry and deliver the future for our customers.

  • Move with heartfelt urgency: We have a healthy relationship with impatience, channeling it thoughtfully to show up better and faster for our customers and for each other. Time is the most limited thing we have, and we make the most of every moment.

  • Say the hard thing with care: Our best work often comes from intelligent debate, critique, and even difficult conversations. We speak our minds and don't sugarcoat - and we do so with respect, maturity, and care.

  • Make your mark: We seek out new and unique ways to create meaningful impact, and we champion the same from our colleagues. We work as a team to get the job done, and we go out of our way to celebrate and reward those going above and beyond for our customers and our teammates.

See the core behaviors for yourself at

Miro's Core Values

Miro is a web-based productivity app that enables teams to collaborate on projects and tasks visually on a virtual whiteboard. Their list of Core Values is short, sweet, and insightful.

  • Play as a Team to win the world: We work, learn, and celebrate in collaboration rather than alone.

  • Focus on impact and make it happen: We dream big, prioritize outcomes that matter most, and own our communities.

  • Practice empathy to gain insight: We look from the perspective of customers, users, and each other to deepen understanding.

  • Learn, grow, and drive change: We reflect openly on our successes and failures and apply learnings to our work, team, and self-development.

See the four core values at

ClickUp's Core Values

Saving the most unconventional for last: ClickUp. Each core value is accompanied by a "Core Habit," which helps further define how the value can be employed in the workplace.

ClickUp is a web-based work-management application that enables users to track, manage, and coordinate projects and tasks. The company pushes the boundaries of traditional core values and delivers a transparent message about its CAN-DO culture.

  • Deliver the best customer experience, period: Details matter. Add value to every interaction.

  • No politics: Be direct. Go direct.

  • Normal f*cking sucks: Challenge the status quo.

  • Get shit done, and have fun: Work hard on the right things with urgency.

  • Grow 1% every day: Iterate and make progress toward perfection. Adopt a growth mindset.

  • Random acts of kindness: Be net positive.

See these dope core values through our affiliate link at


Did any of these Core Values stick out to you? Comment below which resonated most and why. 🤘


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