Knowing your values can be challenging. There are ways to learn them.
Learn about yourself through people with whom you align. Is there a public figure that you constantly find yourself wanting to hear from because the things they say and choose to do resonate closely with what you want to focus on?
Learn what you align to. We often hear someone say this in a meeting, "Yes, I believe that too." Resonance indicates that you have a similar belief system and value similar things. And it's more noticeable when someone else says it than we do.
When things don't go well and you are upset, frustrated, angry, and disappointed with how they turned out, this is an excellent opportunity to explore the reasons behind the situation: What did you have a hard time with? How do you wish that situation to be better than it is? It turns out that often, what upsets you the most is what you value dearly in your heart.
We can build a great brand and an excellent team and reach our goals of serving others. But all of that starts with seeing our values.