I think “company values” only makes sense if there’s a solid rationale behind it for how it helps you make money.

For example, “don’t cut corners” by itself is easily lost. “Our reputation for high quality products creates loyal customers and allows us to set higher prices” will be more durable. It’s not perfect by any means, but it helps.

I don’t recall Google ever having a rationale for how “don't be evil” helped them make money, either explicitly or implicitly. It was just a fun little thing they had.