Refining Our Core Values: Making Them Clearer, Stronger, and More Actionable

At Beratung Advisors, our core values are the foundation of everything we do. They define how we serve our clients, interact as a team, and build a culture that sets us apart. We’ve always believed that if a company truly lives out its values, you should be able to sense them immediately —in how people speak, act, and make decisions.

But over time, we realized something important: our values were strong, but they weren’t always as clear as they could be.

In early 2025, we refined our core values—not to change who we are, but to make them easier to understand, live out, and reinforce across our team and clients.

Why We Updated Our Core Values

For years, our core values were structured around the acronym TEACH PASSION, which stood for:

• Teamwork
• Education
• Adaptability
• Charitable
• Honor
• Passion

This acronym helped define our culture, but over time, we noticed areas of confusion.

Where Confusion Happened

• Teamwork vs. Together
  • Some team members interpreted teamwork narrowly—focusing only on internal collaboration. But at Beratung, we believe teamwork includes our clients as well. 
  • Why We Changed It: Together better captures the idea that we succeed as one team—including clients, partners, and colleagues.
    
    
• Education vs. Everyday Learner
  • Education is essential, but people often thought this only applied to technical knowledge (like CFP courses or industry conferences).
  • Why We Changed It: Everyday Learner emphasizes that learning is an ongoing mindset, not just a certification. It’s about being curious, improving daily, and sharing knowledge.
    
    
• Adaptability vs. Always Evolving
  • Some thought adaptability meant bending to every situation, but we don’t change just for the sake of change.
  • Why We Changed It: Always Evolving reflects that we strategically grow and improve, without compromising our mission or values.
    
    
• Charitable vs. Contagious Generosity
  • Many assumed charitable only meant donating money, but at Beratung, generosity goes beyond finances.
  • Why We Changed It: Contagious Generosity highlights that we give our time, talent, and resources in a way that inspires others to do the same.
    
    
• Honor vs. Honor Others
  • Honor was clear but broad—did it mean honoring commitments, tradition, or ethics
  • Why We Changed It: Honor Others makes it explicit—we put people first, treating them with respect and dignity in every interaction.
    
    
• Passion (unchanged)
  • Passion has always been at the heart of Beratung, and it remains unchanged.
  • Why It Stayed the Same: Our love for financial planning, client service, and continuous improvement drives us forward.

The Side-by-Side Comparison

Examples of How This Helps

1. The Teamwork vs. Together Confusion
   Before: A team member assumed teamwork only applied to how we collaborated internally. They didn’t immediately see how we bring clients into the process as partners.
   Now: Together makes it obvious—we succeed with and for our clients, not just among ourselves.

2. The Education vs. Everyday Learner Misinterpretation
   Before: A newer employee thought education just meant earning CFPs or attending conferences.
   Now: Everyday Learner reinforces that we grow daily, not just when we take a class—whether that’s through reading, industry insights, or mentorship.

3. The Adaptability vs. Always Evolving Challenge
   Before: Some assumed adaptability meant constantly changing processes—even if they weren’t broken.
   Now: Always Evolving makes it clear: We improve intentionally—not just for the sake of change, but for growth.

4. The Charitable vs. Contagious Generosity Expansion
   Before: A client once asked, “How much does Beratung donate each year?” as if charitable only referred to money.
   Now: Contagious Generosity makes it clear—giving is about more than money; it’s about mentorship, time, and leadership that inspires others to do the same.

What This Means for Beratung Moving Forward

Refining our core values wasn’t about changing who we are—it was about making sure everyone, from new hires to long-time clients, instantly understands what we stand for.

• It eliminates confusion.
• It reinforces behaviors.
• It strengthens our culture.

If you walk into Beratung today, you won’t just hear these values—you’ll feel them. Because they aren’t just words on the wall; they are how we work, lead, and serve.