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.

Sara Vaas

Belonging.

I come back to it again and again—whether I’m designing an event, building a partnership, or just chatting with a neighbor on the porch.

When people feel like they belong, they show up more fully. They take risks, they care more, they connect. It’s not just a warm fuzzy feeling; it’s a powerful condition for creativity, trust, and change. Read More>>

 Heather Baker

If there’s one thing I hold closest to my heart — in life, in this journey, and especially in building my brand — it’s kindness.

Not the performative kind. Not the kind that shows up only when it’s easy. But the quiet, unwavering kind. The kind that chooses compassion even in chaos. The kind that shows up for others even when no one’s watching. The kind that believes in people before they believe in themselves. Read More>>

Malik Washington

The value that matters most to me is authenticity. As a photographer, I’m passionate about capturing people and moments exactly as they are—real, genuine, and full of emotion. I never want my clients to feel like they have to fit into a mold or be something they’re not. I want them to feel comfortable, seen, and celebrated for who they are. Authenticity is also how I approach my business: being honest, staying true to my vision, and building trust with every person I work with.  Read More>>