In Built to Last, James Collins and Jerry Porras address the ideal number of values that an organization should have from a marketplace perspective. They explain, “If you articulate more than five or six, there’s a good chance you’re not getting down to only the core essentials.”[5] They write, “Visionary companies tend to have only a few core values, usually between three and six. In fact, we found none of the visionary companies to have more than six core values, and most have less.”[6] Their findings