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.

Martin Guardado | Creative Entrepreneur & Outdoors Enthusiast

Integrity, The most valuable principle to me is integrity, as an entrepreneur and creative this principle keeps me centered on pursuing my milestones even in the rocky days of life. Integrity helps outline my actions by not allowing greed to weigh in on my decision towards achieving steps that will continue helping me succeed. Read more>>

Elizabeth Prentiss | Brand Designer and Mentor

Integrity matters deeply to me, both personally and professionally. As a faith-led business owner, integrity is the foundation of my guiding principles. I believe in doing what is right in every situation and have found that building a business offers countless opportunities for choosing between right and wrong. Read more>>

Courtney Jacobs | Photographer

Gratitude: I truly believe if you are not grateful for all that you have, where you came from, how far you have come and the trials you have faced to get where you are- You won’t be able to move forward. Owning a business isn’t easy. There are so many factors. But when I look back on who I was when I started I am amazed at how many things I have overcome. I am grateful for every client that has past in front of the lens of my camera especially ones that have allowed me to test the boundaries of my knowledge. Read more>>

Emerson Lamm | Musician

Continuing to learn is the value I find to be most important to me. I am naturally drawn to trying to learn new skills and have new experiences. I find that I am not satisfied unless I am taking a class, reading about topics that interest me or trying something I have never done before. Read more>>