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.

Shala Marks | Christian Creative & Founder of Peculiar on Purpose

One of the values that is most important to me is advocacy, specifically for underserved and misrepresented communities. My passion to help others is innate, and I have always strived to be of service to those in need. Being a member of often marginalized communities, such as the black community and women overall, has also contributed to my dedication to use my gifts and talents to speak up for the voiceless because I know firsthand how minority groups can be silenced and neglected. I am also a very empathetic person, so I am certain my cultural background, natural passions, and empathetic personality have all led me to advocate for others. Advocacy is as essential to me as breathing; I could not live without it. Read more>>

John Crutchfield | Owner

The value that matters the most to us is FamilyTime! We always find ourselves too busy with work, school, activities throughout our days. But once we are done with all of that, we look forward to spending time with our family. This is the time where we sit down and laugh together, talk about our days, and having movie nights. It is also the time where the kids are playing tag, video games with dad, and flying kites at the park. This time matters the most because it gives us comfort, happiness, and love. Read more>>

Christine Plum | Designer/builder

First and foremost, I want to build something that showcases artists and makers. I want to show that building a home can and should be more than just 4 walls and a roof. It’s important to me to bring back craftsmanship and thoughtful design into a home. Whether it’s a mansion or a tiny home, everything should be curated and well thought out. Living with art is a beautiful and meaningful experience that everyone should be able to experience. I say my homes are “livable art” and I mean that in the most authentic way possible. I strive to build and design a home that is really more of an experience for anyone who walks in. Read more>>

Kendra Harris | Baker

I believe that my job is to provide my very best. Something that I would want to enjoy over and over again. Something that invokes feelings of familiarity, warmth, and care. Everything is made from scratch with the very best ingredients. Each recipe is tested again and again to ensure the most delicious outcome. This takes time, patience, and a lot of hard work. But it’s all worth it when it comes to the finished product. I’ve always shown my love for others through food and it is my hope that each customer feels that love in every bite. Read more>>

Mark Carter | Founder, Music Record Shop

The principle that matters most to us as an organization is a high level of customer service and the overall experience the customer has interacting with Music Record Shop. The experience our customer has when they are exposed to any facet of our business is consistently expressed as critically important to our employees and is something that we focus on every day as owners. This goes for website experience, in store experience and after purchase experience. Read more>>