Finding Your Inner Compass – Aligning with Core Values for a Purposeful Life
- Oct 7, 2025
- 5 min read
Beth Rohani is the CEO of Ameritex Movers and Ameritex Houston, as well as the founder of Miss Congeniality & Co., where she specializes in driving business growth through strategic marketing and leadership. With a passion for empowering others, Beth leverages her entrepreneurial journey to inspire and guide.
When I think about the journey that has brought me to where I am today, it’s impossible not to reflect on the importance of core values. For me, core values aren’t just abstract concepts, they’re a personal roadmap. They’ve guided me through tough decisions, shaped the culture at Ameritex Movers, and defined my approach to both business and life. These values aren’t static, they evolve as we do, but their role as a foundation for our lives remains constant.
A personal reflection on core values
Growing up as a first-generation Iranian-American, I learned early on about the value of integrity, hard work, and family. Those lessons became a framework that helped me navigate new environments, whether it was competing in pageants, founding my businesses, or stepping into leadership roles.
When I started Ameritex Movers, I knew I wanted our company in Texas to reflect the values I held dear. That’s why clear communication, integrity, and accountability became not just words but principles woven into our daily operations. They aren’t just what we stand for as a company—they are part of my personal ethos as well.
What are core values, and why do they matter?
At their simplest, core values are the beliefs that define who you are and what you stand for. They influence how you make decisions, build relationships, and overcome challenges.
When your life aligns with your values, you experience clarity and fulfillment. But when there’s a mismatch like staying in a job that clashes with your beliefs or surrounding yourself with people who don’t uplift you, you’ll often feel disconnected or lost.
Take a moment to consider:
What are the non-negotiable principles that guide your decisions?
Are you living in a way that honors those values?
For me, living with integrity means being accountable to myself, my family, and my team. It means showing up authentically and owning my successes and failures alike.
How to identify your core values
If you’re not sure where to start, let’s break it down:
Reflect on meaningful moments: Think about times in your life when you felt truly proud or at peace. What was happening? Who were you with? Those moments often reveal what you hold most dear. When I look back, launching Ameritex Houston wasn’t just about building a business. It was about creating a community where every team member felt empowered and valued, a direct reflection of my belief in accountability and clear communication.
Uncover what drives you: Your passions and frustrations can also point to your values. For example, if inefficiency bothers you, maybe you value organization or structure. If helping others fulfills you, kindness or community might be key to your identity.
For me, every email I send or conversation I have, whether in business or with friends, circles back to communication. It’s my way of staying true to what matters most.
Living your values through relationships
One of the most profound ways your values show up is in how you connect with others. Surrounding yourself with people who share or respect your values can make all the difference. At Ameritex Houston, we pride ourselves on fostering a team culture based on mutual respect. This trust, built on our core values, helps us deliver the most reliable and stress-free moving experiences to families and businesses alike.
I’ve seen firsthand how shared values can strengthen a team, and the same applies to personal relationships. When everyone is aligned in their beliefs, whether at work or in life, success becomes not just possible, it’s inevitable.
Staying true to your core
Living by your values isn’t always easy. There are moments when standing by your principles may feel isolating or even risky. But those are the moments that define you.
I’ve learned to say no to opportunities that didn’t align with my vision, even when it was difficult. Setting boundaries, whether in business or personal life, is how you protect your values and honor your authentic self.
Through my work with Miss Congeniality & Co., I’ve also come to realize how important it is to align my personal values with the business values of every company I lead. This consistency has created a strong foundation in every venture, ensuring that integrity remains at the core of everything I do.
Evolving with your values
As I’ve grown, my values have taken on new shapes and priorities. While integrity remains a cornerstone, my understanding of accountability has deepened through leadership. And as a mom, family loyalty has taken on an even more central role.
Revisiting your values is a lifelong process. As your experiences broaden, your perspective shifts, allowing your values to grow alongside you.
The power of core values in life and business
Core values are more than guiding principles, they are the essence of who you are. They empower you to live authentically, foster meaningful connections, and pursue goals that truly matter.
As the CEO of Ameritex Movers, I’ve seen how embracing our core values has not only shaped our company culture but also made a tangible difference in the lives of our clients. Clear communication, integrity, and accountability don’t just drive our work, they define it.
The same is true in the marketing world with Miss Congeniality & Co. Every campaign we create, every strategy we develop, is rooted in these values. It’s what ensures that our work is impactful and true to our mission.
I invite you to take a step back and reflect on your own values. Ask yourself: Are you living in alignment with your true self? If not, today is the perfect time to realign.
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Beth Rohani, Entrepreneur, Speaker, and Creator
Beth Rohani leads the No. 1 moving company serving the Houston multi-family industry, and her company is considered one of the top three best-rated moving companies in Houston. As a first-generation Iranian-American, former TV news assignments editor, and CEO of a transportation and logistics-based business in a male-dominated industry, Beth embraces the stereotypes while inspiring and mentoring others to build a successful business with a balance to live their best life.
