The Scrum values are important because they transform the way teams work and create collaboration opportunities between business stakeholders and teams, ultimately replacing hostility with trust. Any company or team can implement sprints, backlogs, and burndown charts (that's the easy part), but a company or team that embodies and lives the values will excel.
One of the scrum master’s roles is to encourage and enforce scrum core values. This reading provides a detailed discussion of the values that enable scrum to succeed.
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