We’ve always believed that forming a strategy is impossible until you’re clear on what your values and principles are. Without values and principles to guide you, making decisions can seem impossibly difficult. Given how important setting values and principles is to decision making we asked folks we admire to tell us about the values or principles that matter most to them.

Shanon Warfield | Bella Vie Candles and Apothecary

I strive for excellence in the purity and quality of my product. I always want a person to walk out of my booth/store or home with a smile on there face because it makes them feel good. It the ultimate complement to me when someone will stop and tell me they came in because the smell made them feel good. Read more>>

Kim Egel | Licensed Therapist & Jewelry Designer

Truth is a value that’s pretty “up there” for me in terms of significance. I believe that so many other things root and spiderweb from truth. Hardships and tests will come our way in life and the trick is to figure out how to navigate those times while staying “true” to who we are. I really do believe that whatever results from the path led by our truth is to be trusted. (Not saying it will be easy, but, I mean, how can that lead you wrong?) This is a perspective that keeps me going when I feel really down and out about where my life’s at. I suppose that truth is so important to me because it’s real and raw and true. It’s associated with concepts like honesty, trust and having a genuine nature. To me, being around people, places and things that give this energy off is such a game changer in life. It’s everything. Read more>>

Lee Fuhr | Founder & Creative Director

Empathy. And I know, it’s become a buzzword, an overused shortcut in corporate jargon. But it’s too powerful a word to bury in that garbage heap. Real empathy is the most powerful force I can imagine in altering (and improving) human behavior. If we could put empathy-vitamins in the water, just imagine how the world could be. Imagine if people could feel what others feel. What a superpower! True empathy would be the end of war, the end of inequality, of racism, of sexism… of all the isms. And in our work, empathy drives us on every level. We approach our clients with empathy — feeling what makes them anxious or happy. So often those motivators are buried under layers of appearance: the middle manager who’s operating out of fear of losing her authority; the CEO who needs to seem confident but is secretly scared that he doesn’t know how to lead; the entrepreneur who really is more confident than she should be. Read more>>

Brendan Boyle | Owner- Folk Arts Rare Records

I’ve grown to value being ethical in every business decision I make. This largely has evolved as a group effort with my team, in which we have detailed discussions about every nuanced aspect of our day-to-day decision making. It is too frequent in the business & vinyl record world (my work) to see unethical behavior. I believe that behaving ethically will bring your work good karma and will lead to great things happening in your space. Read more>>