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.

Niki Joans

The value that matters most to me is authenticity. I’ve always believed in showing up as my full self, no matter the space I’m in. I don’t try to fit into molds or follow trends just to be accepted—I’d rather be real than be liked for something I’m not. That mindset shows up in my music, too. I want everything I create to reflect who I truly am—my thoughts, my experiences, my energy. Being unapologetically me is what makes my art honest, and I think that kind of truth connects with people in a deeper way. Read More>>

Rachel Townsend

The value I hold closest is living authentically. Authenticity invites connection, courage, and clarity, and it’s the foundation of how I strive to live and work every day. As an artist, curator, and business owner, that means creating from a place that’s real, building spaces that reflect who I am, and leading with heart over hype. I’m not interested in fitting molds — I’m here to tell the truth, follow my gut, and make room for others to do the same. Read More>>

Andrei Tone

What value or principle matters most to you? Why?

At Tone Films, the value that matters most is excellence with authenticity. As a Dallas video production company, we believe that the best stories come from a place of real connection—whether we’re capturing a brand’s vision, telling a founder’s story, or filming a fast-paced commercial. In a city like Dallas, filled with ambition and creativity, it’s not enough to just deliver content—we aim to elevate it. That means bringing cinematic quality, strategic storytelling, and a deep understanding of our client’s voice to every project. Read More>>