Defining, Implementing, and Living Your Values: A Playbook for Coaches
Defining your team’s values is only the first step. The real power comes from bringing those values to life in daily practice and holding everyone — including yourself — accountable. Values should guide every decision, drill, and interaction, shaping the culture and performance of your team.
The process starts with clarity. You need a short list of 3–7 core values that will define your program. Too many values and nothing sticks; too vague, and players can’t translate them into meaningful action. When defining your values, focus on behaviors, not abstract concepts. Instead of simply stating “Respect,” clarify what respect looks like in practice — listening when teammates speak, keeping the locker room clean, or acknowledging others’ efforts. Values should also reflect your program’s purpose, whether that’s character development, winning games, or building leaders. Involving staff and player leaders in the process increases buy-in and ownership, ensuring the values feel like something everyone is invested in, not just a directive from the coaching staff.
Once values are defined, the next step is embedding them into the daily routines of your team. Values don’t exist on posters or in speeches; they live in rituals, routines, and habits. For example, if preparation is a core value, implement a pre-practice checklist or silent film study session. If teamwork or selflessness is a value, design drills where players rotate leadership roles or must rely on each other to achieve success. Even in meetings and film sessions, use language tied to your values. Calling out a play that failed because the team “broke preparation” reinforces the connection between principle and behavior. Over time, these small, consistent touches turn values into habits that show up naturally under pressure.
"You can measure a team by how they act when no one is watching." — Vince Lombardi
Story:
Lombardi famously expected players to adhere to discipline even outside practice. He once caught a group of players leaving locker rooms messy after hours. Rather than yelling, he gathered the team and explained that respect — one of their core values — extended to every corner of the organization. From that day forward, tidiness, punctuality, and respect became non-negotiable habits that shaped the culture and performance of the team.
Modeling values as a coach is critical. Players watch more than they listen. Your behavior sets the tone, and inconsistency quickly erodes credibility. Arrive on time, own mistakes publicly, speak respectfully to all staff and players, and maintain consistent expectations. A helpful litmus test is to ask yourself: if players mirrored my actions perfectly, would they be living our values? If the answer is no, your own behavior may need adjustment.
Accountability is where values have real teeth. Without enforcement, values are just words. Everyone on the team needs to understand what living the values looks like and what happens when they are not upheld. Track adherence in simple ways — note leadership moments, missed assignments, or examples of teamwork. Correct behaviors privately, praise them publicly, and celebrate individuals who consistently embody the values. When a player comes unprepared, for example, you might say: “Preparation is one of our core values, and today we missed the mark. Here’s how we fix it moving forward.” Following up ensures that accountability is fair, transparent, and effective.
Values also need to evolve. Regularly review how they are being applied and whether they still align with your program’s goals. Solicit feedback from players and staff, and use stories of both successes and failures as a guide for adjustments. This keeps your values living and relevant, rather than static statements on a wall.
When implemented consistently, values become the foundation of your culture. Decision-making becomes faster because everyone knows the principles guiding the team. Trust grows as players see rules applied fairly and consistently. Behavior begins to align naturally with goals, and discipline, preparation, and effort become habits rather than directives. In essence, values act as a playbook for behavior, turning culture into a competitive advantage.
Defining values is only the beginning. The real transformation happens when they are embedded in practice, modeled by leadership, and applied consistently with accountability. That is how good programs become great, and how teams turn culture into performance that lasts beyond any single season.
Mario Jovic
Get your FREE coach manual: