These examples suggest that there are many different type of values. In general, we can think of values as those beliefs or standards that incline us to act or to choose in one way rather than another. Thus, the value that I place on an education leads me to study rather than play video games. I choose to spend my money on groceries rather than on a vacation because I value food more than relaxation. A company's core values, then, are those beliefs and principles that provide the ultimate guide in its decision making. Understood in this way, we can recognize that there can be many different types of values. There are financial, religious, historical, nutritional, political, scientific, and aesthetic val¬ues. Individuals, can have their own personal values and, importantly, institu¬tions also have values. Talk of a corporation's "culture" is a way of saying that a corporation has a set of identifiable values. All the companies described by Collins and Porras, as well as Enron, have been described as having strong cor¬porate cultures and clear sets of values.