DEEP VALUES are surprisingly hard to nail down.
This is because you see wonderful statements masquerading all the time as deep values, the foundation of the company.
An interesting example came up recently: Walmart. I remember back in the 1970s when they had a strong statement about “Made in the USA.” Proud of this fact, they made it a central point of their advertising for several years. You would have been forgiven if you assumed that this was a core belief of a company home-grown in Bentonville, Arkansas.

HRISTUS RESURREXIT! Christ is risen!