Ask Why When Communicating Core Values

To clarify and distill a statement down to real purpose, use the "Five Whys" exercise.
The "five whys" exercise works like this: once you make a descriptive statement such as "We accept accountability for our products"

Ask why.
We are accountable to our customers and stakeholders.
Of that answer, ask why.
They expect of us quality products and services.
Of that answer, ask why.
We are experienced and an expert at what we do.
Of that answer, ask why.
We are individually qualified and, as a team, we produced the world´s most respected and preferred widget.
Of that answer, ask why.
We take responsibility for our decisions at the individual and company levels.
After such in-depth discussion, the answers will reflect a deeper sense of purpose.