This leading regional real estate agency puts a premium on values—and not just property values. The firm’s president wanted all of his agents to work together to define the guiding values for their interactions with one another, customers and the community. We devised a series of exercises centered on the firm’s well-known sales sign, allowing agents to propose value ideas, and refining them through an organization-wide consensus project. The result is an inspiring set of values developed—and supported—by everyone in the organization.