This article argues that one significant reason we archivists do not have the visibility and power we seek from society and our institutions is that we have a weak sense of identity. One essential ingredient for defining our identity is to define our values. Values are the embodiment of what an organization stands for and should be the basis for the behavior of its members. This article proposes ten values to give identity to our profession. Putting forward these specific values is meant to prompt the profession to engage in a forthright discussion of its values and its value to society and institutions. Adopting clear values will enhance the power and value of the archival profession.