There is a never-ending supply of questions when starting a business. Who is your target consumer? How does your product improve lives? What is the best way to showcase your value to buyers? While the questions are many, your core values should never be floating around with these unknowns.

After all, your mission or philosophy is the reason you took the financial and emotional risks of putting yourself and your new venture out there. And, no matter how difficult things get, your core values are akin to the North Star, guiding you in running and growing your business.

Retaining these core values is easier said than done, though. Temptation to let moral priorities slide can come up when you’re under pressure — either from investors or a deple...