Values vs Projected Values

thinking about core values on 12seconds.tv

Reading through an interesting conversation where people are talking about discovering their core values. The answers they are coming up with are all very grand and noble.

Which has me thinking two things:

1. We all want to be part of something much bigger than ourselves.
2. We have a much better understanding of who we want to be than who we are.

So, why do so many businesses and organizations aim at the least common denominator, rather than aiming for ideals? If people want to be part of something so much bigger, and want to do it for much more compelling reasons, why not give them the opportunity?