People always ask me, how do you teach core values? The answer is, you don't. The goal is not to get people to share your core values. It's to get people who already share your core values.
Robert Spector, Patrick D. McCarthy (2012). “The Nordstrom Way to Customer Service Excellence: The Handbook For Becoming the "Nordstrom" of Your Industry”, p.28, John Wiley & Sons
