So, values are important because they facilitate relationships between businesses and customers, with the result being long-term customer loyalty. As long as you stay true to your values, your business relationships will remain solid over time.
If you’re building a personal following to gain career security, or one for your business, you want loyal business relationships that last a long time. That’s where security comes from. Those are the kinds of business relationships that last through recessions, and frankly, those are some of the only business relationships that are built during recessions and bad times.