Today, we are excited to welcome LuAnn Buechler, one of our Premier Success Coaches, to the eWomenNetwork blog as our guest writer. In the article below, LuAnn shares a formula we can use to ensure our pricing reflects our true value. Welcome, LuAnn! 

When you started your business, it was probably more than just about making money. You had a dream—to make a difference, serve people in a meaningful way, and build something that reflects who you are.

But as your business grows, you may find that clarity and connection sometimes fade. The spark that inspired you at the beginning can get buried under day-to-day decisions, client demands, and the never-ending to-do list. That’s where core values come in.

What Are Core Values, Really?

Core values are the guiding principles that define how you do business, make decisions, and treat people. They are the compass that keeps you aligned when life and business get complicated.

They are the heart of your company culture—and they show up in everything you do:

How you treat your team and clients

How you choose partners and opportunities

How you show up as a leader

And even how your business is valued when the time comes to sell or pass it on

When your core values are clearly defined and lived out loud, they become your company’s DNA. Everyone, your employees, your customers, your community—feels it.

Why Core Values Matter to You as a Business Owner

When I work with small business owners through my Make Your Passion Pay programs, one of the first places we begin is clarifying their passions and values. Why? Because without them, your business runs on reaction instead of intention.

Here’s what happens when you get clear on your values:

1. You attract the right people.

When your values are clear, they become magnetic. The right employees, clients, and partners are drawn to you—for more than what you do, but because of who you are and what you stand for.

2. You make better, faster decisions.

Core values simplify decision-making. When faced with an opportunity or challenge, you can ask, “Does this align with our values?” If the answer is no, the decision is made. That saves time, money, and energy.

3. You create a culture people love.

Culture isn’t about ping-pong tables or casual Fridays—it’s about belonging, trust, and purpose. When your values are alive in your organization, your team feels part of something bigger than a paycheck.

4. You build long-term value.

Even if selling your business feels far away, think about this: a business with a strong culture, clear brand, and loyal team is worth more. Buyers want more than a product—they invest in systems, people, and values that last. Think cause marketing. People buy a product to be part of something greater than themselves.

Core Values and the “Make Your Passion Pay” Philosophy

When I talk about making your passion pay, I’m talking about creating a business that supports your life, reflects your values, and serves the people you’re called to serve.

Core values are the foundation of that.

They bring clarity, one of my 6 C’s, by helping you define who you are and what matters most.

They strengthen community by connecting you with others who share your vision.

They deepen commitment, connection, and collaboration—the building blocks of a business that thrives from the inside out.

And most importantly, they keep your work joyful and meaningful. Because when your business aligns with your values, every decision feels right—and every success feels richer.

I once worked with a client who felt completely overwhelmed by her growing business. She had talented employees, great clients, and steady revenue—but she was exhausted. Every day felt like firefighting.

When we sat down to uncover her core values, everything began to shift.

She realized that one of her deepest values was family, yet she was rarely home. Another was excellence, but she had been saying “yes” to clients who failed to care about her expertise and commitment to excellence.

Once we identified those truths, decisions became easier. She restructured her client list, empowered her team, and began building boundaries that aligned with her values.

Within six months, her business became more profitable and it finally felt like hers again. That’s what happens when you lead with values instead of reacting to circumstances.

This is the work I love most—helping small business owners like you reconnect with the heartbeat of your business and bring it into alignment with your passion, purpose, and values.

If reading this stirs something in you—maybe a sense that you’ve drifted from your original vision, or a desire to build a more values-driven team—let’s have a conversation. No sales pitch, just clarity.

Together, we can explore what your true core values are and how to bring them alive in your business, so you can create a culture that lasts, a business that thrives, and a life that feels deeply aligned.

To learn more and book your session, visit the Premier Success Coaches page at eWomenNetwork.com. Let’s bring clarity, confidence, and consistent growth to your entrepreneurial journey.

Together, we will Make Your Passion Pay!

LuAnn Buechler, M.M., CMP, is a transformational coach and business strategist who helps purpose-driven entrepreneurs align their passion with profit. Known as “The Little Spark,” she guides clients through powerful frameworks to grow with clarity, confidence, and authenticity. LuAnn is the creator of the Passion to Profit Playbook and founder of the iHug Movement. 

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