How HubSpot Builds Company Values That Work

HubSpot is widely recognized not just for its software, but for the strength and clarity of its company values. By studying how this organization defines, documents, and applies those values, you can design a value system that supports culture, hiring, and long-term growth in your own business.

This guide walks through the lessons from HubSpot’s approach to values and turns them into a practical, step-by-step framework.

Why Company Values Matter at HubSpot

Company values are more than inspirational phrases. For HubSpot, values serve as an operating system for decisions, behavior, and culture across the organization.

Strong, well-defined values help you:

• Guide decision-making when there is no clear rulebook.
• Align teams across departments and locations.
• Attract and retain people who fit your culture.
• Set expectations for performance and behavior.
• Differentiate your brand in a crowded market.

When values are specific and actively used, they become a daily reference point instead of a poster on the wall.

The HubSpot Approach to Defining Values

The values at HubSpot did not appear overnight. They evolved as the company grew, incorporating feedback from employees and leadership while staying focused on the type of culture the company wanted to protect.

Use this framework, inspired by that approach, to define or refine your own values.

1. Start With Your Culture Reality

Before writing anything, analyze your culture as it actually exists. HubSpot looked closely at what made its best people successful and what behaviors were most rewarded and celebrated.

Ask questions such as:

• What behaviors do our highest performers share?
• What do we fire or discipline people for?
• What stories do employees tell about “how we do things here”?
• What would we never compromise on, even for fast growth or profit?

Document real examples. Concrete stories will later help you translate abstract ideas into usable values.

2. Turn Patterns Into Value Themes

Next, group those stories and behaviors into themes. HubSpot focused on a small number of memorable concepts rather than a long, unfocused list.

To do the same:

1. Highlight repeated words and ideas from your culture research.
2. Cluster them into 5–10 draft themes.
3. Combine overlapping concepts and drop anything that feels generic.

The result should be a short, clear set of themes that feel distinct and true to your organization.

3. Make Values Actionable, Not Vague

One of the biggest takeaways from the HubSpot example is that values must be practical. Generic phrases like “integrity” or “innovation” are not as powerful as specific, observable behaviors.

For each draft value, answer:

• What does this look like in a workday?
• What actions clearly support this value?
• What actions clearly violate this value?

Write value statements that include verbs and behaviors. This gives managers and employees clear guidance.

How HubSpot Communicates Its Values

Once values are defined, they must be shared often and in plain language. HubSpot makes its culture code and values publicly accessible and easy to understand, rather than hiding them in an internal policy document.

To communicate effectively:

• Use simple, conversational language instead of jargon.
• Share values in onboarding, training, and company meetings.
• Include examples and stories for each value.
• Publish your values where employees and candidates can see them.

You can review the original source for further context on this approach at this HubSpot company values article.

Storytelling and the HubSpot Example

HubSpot reinforces values with stories and artifacts, not just definitions. Stories make values memorable and help employees recognize them in action.

Try building a library of examples that show:

• A difficult decision made in line with values.
• A customer interaction that reflects your culture.
• An internal project where values guided trade-offs.

Use these stories in leadership talks, internal newsletters, and onboarding sessions.

Embedding HubSpot-Style Values in Daily Work

The main difference between stated values and lived values is whether they influence real decisions. HubSpot integrates values into the full employee lifecycle so they remain visible and actionable.

4. Hire and Promote Based on Values

Values should show up in hiring criteria, interview questions, and promotion decisions. HubSpot places strong emphasis on cultural contribution, not just skill set.

To apply this:

• Add value-based questions to your interview process.
• Train interviewers to probe for behaviors, not buzzwords.
• Include value alignment in performance reviews.
• Recognize and reward employees who model values consistently.

When people see that values influence real outcomes, they treat them seriously.

5. Align Policies and Perks With Values

At HubSpot, policies, benefits, and workplace norms are designed to reflect its core beliefs. Any gap between stated values and policies erodes trust.

Audit your current policies by asking:

• Where do our policies strongly support our values?
• Where do they contradict what we say we care about?
• What small changes would bring us closer to alignment?

Update guidelines, handbooks, and team practices so they reinforce the culture you want to protect.

6. Keep Values Evolving, as HubSpot Does

Values should be stable, but not frozen. HubSpot has updated how it expresses its values as the company scaled and the industry changed, while preserving the core of its culture.

Set a regular cadence to review your values:

1. Survey employees about how well values match reality.
2. Identify where language or examples feel outdated.
3. Clarify or refine statements without losing the original intent.

This keeps your values relevant and trustworthy over time.

Using the HubSpot Model to Build Your Own Values Program

You can use the HubSpot model as a template, then customize it to your business context and size. The goal is not to copy wording, but to adopt the same level of clarity, consistency, and alignment.

To implement a complete values program:

1. Define values from real cultural patterns.
2. Describe behaviors that show each value in action.
3. Document values in a simple, public-friendly format.
4. Deploy them through hiring, performance, and leadership.
5. Diagnose gaps between values and practices regularly.
6. Develop updates so values stay current and credible.

Consider partnering with a strategy and operations consultancy, such as Consultevo, to help translate your values into systems, processes, and enablement materials.

Key Takeaways From the HubSpot Values Framework

Drawing on the example set by HubSpot, any organization can create values that genuinely shape its culture and performance, rather than remaining empty slogans.

• Values must be grounded in real behavior, not wishful thinking.
• Clear, specific language turns values into everyday tools.
• Visible leadership support is essential for credibility.
• Hiring, promotion, and policies should all reflect your values.
• Ongoing review keeps your value system aligned with reality.

When you take the time to define, communicate, and live your values with the same rigor that HubSpot applies, you build a culture that attracts the right people, supports better decisions, and strengthens your brand over the long term.

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