We’ve always believed that forming a strategy is impossible until your 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.

Cassie Jacobs | Witch & Handcrafted Business Owner

As someone who has spent a lot of my life feeling like I didn’t fit in, authenticity is really important to me. I believe that it’s important to be true to yourself, even when it’s hard or when you’re in an environment that doesn’t necessarily support who you are. Being authentic means accepting yourself for who you are, flaws and all, and being willing to show that to others. Read more>>

MCat Davis | Artist & Educator

I highly value kindness and open-mindedness as fundamental virtues that guide my interactions and relationships with others. Kindness, to me, is the essence of humanity, reflecting empathy, compassion, and understanding towards others. Read more>>

Andi Willis | Personal Photo Organizer

Two of my personal values are family and legacy, so it makes sense that I started a business that is based on those two principles. I believe that we are Read more>>