Can you articulate your company's values? Can your employees? What about your customers? Companies such as Zappos.com attribute much of their success to core values that shape every interaction and decision. If you haven't yet formulated values for your company, Glain Roberts-McCabe offers five tips for getting started -- provided you're ready to walk the talk. "If you can't role model the value you're espousing, don't even go there," she warns.