The values “are the basic concepts of an organization; as such they form the heart of the corporate culture. Values define success in concrete terms for employees-“if you do this, you too will be a success” – and establish standards of achievement within the organization” (Deal & Kennedy, 1982, pp. 13-14). An organization that carries the message “ never be responsible for making a mistake” (or at least getting caught) passes on a very different sense of values from the 3M Company, who states: “ Never be responsible for killing an idea.” The use of slogans and creeds allows companies to emphasize their organizational culture’s particular emphasis, as shown in Table 4.5. If you would like to expand your list of slogans and creeds, almost any business-oriented magazine will have advertisements from the major organizations with an accompanying slogan.