Values weigh more heavily than beliefs with respect to our actions. (Hint: they have $value.) We are willing to pay the price to reach something we value.
Digital Tonto: Values Always Cost You Something, 2023-May-21 by Greg Satell
...values are often confused with beliefs. When you’re sitting around a conference table, it’s easy to build a consensus about broad virtues such as excellence, integrity and customer service. True values, on the other hand, are idiosyncratic. They represent choices that are directly related to a particular mission.
Make no mistake. Real values always cost you something. They are what guides you when you need to make hard calls instead of taking the easy path. They are what makes the difference between looking back with pride or regret. Perhaps most importantly, they are what allows others to trust you.
Without genuine commitment [to] values there can be no trust. Without trust, there can be no shared purpose.