Our Core Values

Our Core Values

From our official inception in 2016 to the present day, we have always looked to empower our customers with best-in-class recognition, programs, and rewards. Our three founders had a vision to help companies lead with love, building values-based cultures where people are the first priority.

Our five values are the backbone of our own company culture and how we aspire to do business every day — with our customers, our communities, and each other. They are the "why" behind our peer-to-peer and manager-to-peer recognition, making every day a great day to recognize the heroes on our team.

These are the core values that make Cooleaf, Cooleaf:


We use transparent language, embrace our truest selves, and openly seek feedback from customers, partners, and each other.


We’re all CEOs and owners in our collective success. We trust one another to take action, own results, and drive excellence.


We aim to deliver “WOW” experiences to our customers every day. Across all departments, we’re committed to prioritizing our customers' needs, challenges, and feedback.

Constant Growth Mindset

We approach change with innovation, creativity, and courage, and we are committed to continuous learning.


We have the passion and determination to make things happen, even when faced with challenges. No matter the obstacle, we persevere.

Explore our Core Values Resources


Essential Guide to Company Core Values

Core values guide all of a company’s actions; they serve as its cultural cornerstones. Defining, communicating, and living core values is essential to productivity and success in the marketplace.


Why Core Values Are Important

A "fun" company culture isn't enough to drive performance. People want (and need) to see how their work is contributing to something larger than themselves.


Huddle Guide

Looking for ways to empower your team managers to lead discussions on core values? This huddle guide is for you.