Values of an organization are the "straight stick" by which we measure all other sticks in our organization. These values denote what the organization thinks important and even sacred in what is done and how it is done. If individuals within your organization do not understand or support, in human terms, the "oxygen" that fuels the body of the organization, your organization will not be effective. Individuals in organizations with known and shared core values make decisions and behave in certain ways because they do want to be out of sync with the organization.