What is important to you? How do you want your business to run? How do you want it to be perceived by your employees? How do you want it to be perceived in the world? What impact do you want to make?

Big or small, your business has an impact on the world around it. Like ripples in a pond, it affects the lives of everyone it touches. Having a clear set of values that you will not compromise on is essential to making decisions that affect the Vectors and the Velocity, and help you push forward the Vision.

Without a clear sense of your company's uncompromising Values, you risk drowning by compromising what's important when it matters most.