In fact, it's not accurate to say that they are created at all. They are not created. It represents who you are.

You must go deeper than a competitive analysis, what the outside world says, and your own past, to remember what you have felt your whole life. At the core of most of your surface-level emotions, it's likely that there is some aspect of fairness whispering to you.

Animals understand it, so too do humans. It forms the basis of freedom.

But the question remains--what are your core values? It's important to understand because whether you like it or not, they will find themselves in the organizations and products you build.