Values fuel our lives. They are our uniques — for us as individuals and as companies. Our flags, planted firmly in the ground, show red with vibrant love for others, pure white for honesty in all matters, green for our respect of the earth, and rough hewn browns for the value of being approachable and down-to-earth. What are your colors and how are you changing the world of your customers and work-mates with them? Let’s explore.

In December, I spoke at the Batavia Youth Baseball Coaches Summit, a precursor to the upcoming baseball season (shout out to fellow speaker and Waubonsee Community College Athletic Director Kevin Vest pictured here!).

The boys of summer and I explored a simple question: Why coach? And how do values and beliefs influence the way they mentor players and make decisions on the field?

These are simple, but soul-searching questions for us and for our company stories.

I challenge you to explore them here, capped off by a Joe Maddon quote — just in time for the Cubs opener April 8.  

1. What values are important to you? Write them down in a list (did you know that writing by hand requires 47 neurons and typing on a computer requires two? Picking up that No. 2 pencil will be like having an extra helping of pasta!).

2. Next to each value you or your company treasures, answer: Why is this value important?

3. Lastly: What actions will you take to support each value?

Were I able to figure out how to make the above into a table and drop it in, I would. But you shall have to envision and create.

And now for the quote about values that I promised from Chicago Cubs coach Joe Maddon: “It’s crazy how things happen for a reason — I love when players have meetings. I hate when I do. So they had their meeting, and the big part of it was, we don’t quite. We don’t quit.”

Mr. Maddon, we know you will bring this relentless veracity to our beloved Chicago team this year!! Chicagoans are not quitters! Go Cubs!!

On that note, I remember scoring Cubs games with my father when I was growing up. He taught me the value of family. That value leads me to follow-up with client-friends even after an engagement ends, it makes me put my work aside to make dinner from scratch each night for my family, and is the impetus for “being present” in idle conversations.

I’m so grateful. Values are, and will forever be, the greatest chapter in our stories.

Michele Kelly is CEO and co-founder of K+L Storytellers, a brand storytelling and content company passionate about helping middle market companies scale through story.