I find it fascinating that so many new start ups have at the centre a philosophy of how things should be done and that this philosophy is the basis for the way they not only do business but also the way they relate to one another.
Compare and contrast this philosophy with that of the businesses you deal with on a daily basis. I cant bet you most have no core values at all other than the customer is an annoyance and should be treated as such.
I reckon Tony has a great point.
Deliver happiness. Excellent.
Cheers
Bruce