I would suggest that 10 is WAY too many. For me, the purpose of Values is that they can act as a filter for actions and decision making - remembering and apply

I would suggest that 10 is WAY too many. For me, the purpose of Values is that they can act as a filter for actions and decision making - remembering and applying ten values (especially when some are phrases) is beyond just about anybody. When I run a values exercise with clients, 3 is the number I suggest. For my organisation, our values are Open, Honest, and Fair, which is pretty easy to remember and apply. That aside, the purpose of the article was the importance of having values, and I think that's great.