Core values are crucial for a company's culture and endurance, being the fundamental principles that should never be compromised. True core values are not just words on a t-shirt but are deeply ingrained in the company's culture. It is essential to be intolerant of individuals or situations that do not align with these core values. Having only two or three core values is key to maintaining clarity and integrity within the organization. Core values serve as the limits of diversity in a company, indicating that while diversity is important, it should not compromise these fundamental values.