Instrumental values are preferred ways of behaving, such as being honest, logical, ambitious or broad-minded, that serve as means to deeper ends. Terminal values are those ends, such as happiness or an exciting life. Psychologist Milton Rokeach drew the distinction and in 1973 built the Rokeach Value Survey, which asks people to rank 18 values of each kind.
Instrumental values describe conduct; terminal values describe the outcomes that conduct is meant to serve.
02
Ranking reveals priorities
In the Rokeach survey people rank each list, so trade-offs, such as ambition against helpfulness, become visible.
03
Values conflict
Two instrumental values can pull apart, as when honesty and politeness clash, and the ranking decides which wins.
04
Behaviour follows
Because instrumental values are about conduct, they are the ones colleagues and customers actually see.
Where you see it today
Helpful, honest, harmless
AI researchers framed the goal of a general-purpose assistant as being helpful, honest and harmless (Askell et al., 2021). These read like instrumental values: ways of behaving, in service of the harder-to-define goal of being aligned with human values.
Writing the values down
Constitutional AI (Bai et al., 2022) trains a model using a written list of rules or principles, with AI feedback in place of human labels for harmful outputs. It is an explicit, ranked set of behaviours, much like a value survey for a machine.
Company principles
Amazon publishes its Leadership Principles, such as Customer Obsession and Ownership, and says it uses them every day when discussing ideas and solving problems. They are instrumental values: rules for conduct meant to serve the company’s goals.
When values collide
AI assistants show a familiar clash: a model eager to be helpful may agree with a user instead of correcting them. This is usually called sycophancy, a failure of honesty and the same trade-off people face between politeness and candour.
Instrumental values vs related ideas
Instrumental values
What it describesPreferred modes of conduct
ExampleHonest, responsible, logical
Terminal values
What it describesDesired end states
ExampleHappiness, security, freedom
Company principles
What it describesWritten behaviours for staff
ExampleLeadership principles in hiring and reviews
What it describesSub-goals that help reach almost any goal
ExampleAcquiring resources or avoiding shutdown
How to use it
Separate your team's values into conduct (instrumental) and outcomes (terminal); most valuestatements mix them.
Rank the instrumental values so people know which wins when two conflict.
Turn each one into an observable behaviour you can hire, review and promote against.
When you configure an AI assistant, state its behavioural rules and their order explicitly.
Check whether your incentives reward the stated values or quietly reward their opposite.
The Business Engineer lens
Training an AI model is now partly an exercise in writing down instrumental values and ranking them. The Business Engineer looks at how post-training turns those choices into product behaviour, and why the economics of that training shape which values get reinforced.
The complete explainer, cleaned up and reformatted for mobile.
Instrumental values, also known as means values, refer to the beliefs and principles that guide individuals in their actions and behavior. These values are considered instrumental because they serve as a means to achieve certain desirable ends or outcomes. In other words, instrumental values dictate how individuals should conduct themselves to attain their goals and fulfill their intrinsic or extrinsic needs.
Distinguishing Between Instrumental and Terminal Values
It’s important to distinguish between instrumental values and terminal values. Terminal values represent the ultimate goals or desired end-states that individuals aspire to achieve, whereas instrumental values pertain to the means or methods employed to reach those goals.
Example
If someone values “honesty” (instrumental value), they may view it as a means to achieve the terminal value of “integrity” or “trustworthiness.”
Significance of Instrumental Values
Instrumental values play a pivotal role in shaping human behavior, interactions, and decision-making in various ways:
1. Guiding Principles
Instrumental values serve as guiding principles that help individuals determine the appropriate course of action in different situations. They provide a framework for ethical and moral behavior.
2. Conflict Resolution
When individuals encounter conflicts or dilemmas, instrumental values can help them make decisions that are consistent with their personal beliefs and principles. They act as a compass for resolving ethical or moral conflicts.
3. Social Cohesion
Shared instrumental values within a society or community contribute to social cohesion and harmony. When individuals collectively uphold values such as “respect” and “cooperation,” it fosters a positive and cooperative social environment.
4. Personal Development
Instrumental values play a role in personal development. They guide individuals in their quest for self-improvement and becoming better versions of themselves.
5. Leadership and Management
In leadership and management roles, instrumental values influence decision-making and how leaders interact with their teams. Leaders who prioritize values such as “communication” and “empathy” are likely to create more positive work environments.
Examples of Instrumental Values
Instrumental values encompass a wide range of beliefs and principles. Here are some common examples:
1. Honesty
Being truthful and transparent in communication and actions.
2. Respect
Treating others with consideration, dignity, and courtesy.
3. Integrity
Upholding moral and ethical principles, even when faced with challenges.
4. Empathy
Understanding and sharing the feelings and perspectives of others.
5. Responsibility
Taking ownership of one’s actions and obligations.
6. Cooperation
Working collaboratively with others to achieve common goals.
7. Accountability
Acknowledging and accepting the consequences of one’s actions.
8. Courage
Facing challenges and difficulties with bravery and determination.
9. Adaptability
Being open to change and flexible in response to evolving circumstances.
10. Patience
Demonstrating tolerance and perseverance, especially in challenging situations.
11. Communication
Effectively conveying ideas, thoughts, and information to others.
12. Ambition
Setting and pursuing ambitious goals and objectives.
13. Empowerment
Encouraging and enabling others to achieve their full potential.
14. Tolerance
Accepting and respecting diverse perspectives, beliefs, and cultures.
15. Gratitude
Recognizing and expressing appreciation for the kindness and support of others.
How Instrumental Values Shape Behavior
Instrumental values influence behavior in several ways:
1. Decision-Making
When individuals face choices or dilemmas, instrumental values guide them in making decisions that align with their beliefs and principles. For example, a person who values “honesty” is more likely to choose the truthful option in a situation.
In situations where conflicts arise, individuals rely on their instrumental values to navigate the conflict and seek resolutions that uphold their principles. Values like “empathy” and “communication” can facilitate constructive conflict resolution.
3. Relationships
Instrumental values impact how individuals build and maintain relationships. People who prioritize values such as “respect” and “cooperation” tend to form healthier and more positive connections with others.
4. Leadership and Management
Leaders and managers often exemplify instrumental values in their actions and decisions. Leaders who value “responsibility” and “accountability” set examples for their teams and foster a culture of accountability within their organizations.
5. Personal Growth
Individuals use instrumental values as a framework for personal growth and development. They work on cultivating values like “ambition” and “adaptability” to achieve their goals and overcome challenges.
6. Ethical Behavior
Instrumental values are closely linked to ethical behavior. They guide individuals in making ethical choices and behaving in ways that align with moral principles.
Challenges in Upholding Instrumental Values
While instrumental values are integral to ethical and moral behavior, individuals may face challenges in consistently upholding these values:
1. Conflicting Values
In some situations, individuals may encounter conflicts between their instrumental values. For example, the value of “honesty” may clash with the value of “loyalty” when revealing a colleague’s wrongdoing.
2. External Pressures
External pressures, such as workplace demands or societal expectations, can sometimes lead individuals to compromise their instrumental values in favor of expediency.
3. Moral Dilemmas
Moral dilemmas can test an individual’s commitment to instrumental values. In situations where there is no clear “right” choice, individuals may struggle to make decisions that align with their values.
4. Cultural Differences
Cultural norms and values can differ significantly, leading to challenges in understanding and respecting the instrumental values of individuals from diverse backgrounds.
Conclusion
Instrumental values are an essential aspect of human behavior and decision-making. These values serve as guiding principles that influence how individuals interact with others, make choices, and navigate life’s challenges. Instrumental values play a significant role in shaping ethical behavior, fostering positive relationships, and contributing to social cohesion within communities and societies.
While individuals may face challenges in consistently upholding their instrumental values, recognizing their importance and striving to align actions with these values can lead to more ethical, meaningful, and fulfilling lives. By understanding the significance of instrumental values and their impact on behavior, individuals can navigate complex ethical dilemmas, build stronger relationships, and contribute to a more just and harmonious society.
Key Highlights
Definition: Instrumental values are means to achieve desirable ends or outcomes, guiding individuals in conducting themselves to fulfill their intrinsic or extrinsic needs.
Differentiation from Terminal Values: Terminal values represent ultimate goals, while instrumental values pertain to the means used to achieve those goals.
Significance:
Serve as guiding principles for ethical behavior and moral conduct.
Assist in conflict resolution by providing a framework for decision-making.
Contribute to social cohesion when shared within a community.
Facilitate personal development and self-improvement.
Influence leadership styles and organizational culture.
Examples of Instrumental Values: Include honesty, respect, integrity, empathy, responsibility, cooperation, accountability, courage, adaptability, patience, communication, ambition, empowerment, tolerance, and gratitude.
Impact on Behavior:
Guides decision-making in alignment with personal beliefs and principles.
Influences conflict resolution by promoting constructive approaches.
Shapes relationships by fostering healthier and more positive connections.
Moral dilemmas without clear right or wrong choices.
Cultural differences leading to varying interpretations of values.
Conclusion: Recognizing the importance of instrumental values and striving to align actions with these values can lead to more ethical, meaningful, and fulfilling lives, contributing to a just and harmonious society.
Instrumental Values
Description– Values that represent the means to achieve an end. These are characteristics and behaviors that are considered morally desirable because they help achieve a desired outcome. Common examples include honesty, ambition, and responsibility.
When to Apply– Important in personal development, organizational behavior, and ethics to promote behaviors that facilitate achieving goals effectively and ethically.
Terminal Values
Description– Values that represent the goals to be achieved, or the end-state of existence. These are ultimate life goals or the desired states that individuals strive to achieve, such as happiness, inner harmony, and professional success.
When to Apply– Utilized in setting life goals, organizational missions, and personal aspirations to guide overall direction and purpose.
Ethical Values
Description– Principles that govern a person’s behavior or the conducting of an activity. Ethical values guide actions according to what is morally good and bad. They include integrity, fairness, and respect for others.
When to Apply– Applied in ethical decision-making in personal, professional, and social contexts to ensure actions are morally sound.
Core Values
Description– Fundamental beliefs of a person or organization. These guiding principles dictate behavior and can help people understand the difference between right and wrong, helping to determine if they are on the right path to fulfilling their goals.
When to Apply– Essential in shaping corporate culture, personal identity, and organizational policies to align actions with fundamental beliefs.
Social Values
Description– Values that are important to society, reflecting what a community considers important in terms of morality and ethics. These include justice, freedom, and community welfare.
When to Apply– Considered in policy-making, community planning, and social movements to align with the ethical and moral standards of the society.
Personal Values
Description– Individual beliefs that dictate how a person behaves in everyday life. Personal values are unique to each individual and dictate personal priorities, influencing how one might react in various situations.
When to Apply– Influential in personal growth, career choices, and lifestyle decisions, helping individuals live consistently with their beliefs.
Moral Values
Description– Values that concern the principles of right and wrong behavior and the goodness or badness of human character. Examples include honesty, kindness, and loyalty.
When to Apply– Integral to ethical discussions, education, and character development to foster a moral society and responsible citizenship.
Organizational Values
Description– The fundamental beliefs that guide a business’s actions, uniting the employees to strive towards a common goal while abiding by certain standards that maintain the organization’s integrity.
When to Apply– Used in corporate governance, strategy formulation, and employee engagement to ensure coherence and unity in pursuit of business objectives.
Cultural Values
Description– The core principles and ideals upon which an entire community exists. This reflects the shared beliefs and norms that define and guide a community’s culture.
When to Apply– Examined in cross-cultural interactions, international business, and multicultural settings to respect and integrate diverse cultural perspectives.
Professional Values
Description– Values that are emphasized in professional settings, guiding professional behaviors, and standards. They are often encapsulated in professional codes of ethics and may include accountability, diligence, and confidentiality.
When to Apply– Applied in professional development, workplace ethics, and in regulatory frameworks to maintain standards and trust in various professions.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
