There’s a set of values that we see in businesses over and over again: integrity, honesty, etc. Those are important, of course, but they’re about as inspiring as watching paint dry unless they are flavored with what makes your company uniquely representative of you and your team. Have the courage to step out and let people see who you really are.
The worst thing you can do is adopt a set of values that are not real, because the most important thing about values in business is the consistency with which they are modeled. If you adopt a set of values just to check a box or give people what you think they want, you will end up contradicting them and create chaos and confusion in your business.