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.

Lorinda Hawkins Smith | Choir and Program Instructor / Artivist

Humility matters most to me. Humility listens more than it speaks. Humility doesn’t force its own way. And I’m convinced that we wouldn’t have half as many of the problems that we have if more of us would see humility as a strength instead of a weakness. Read more>>

JoJo Guevara | Director of Hobo Circus

Authenticity is by far my top principle for my art and career. There’s times where I’m uncertain if a piece of my work will attract an audience, or be well received, even just simply appreciated. In those moments, I have passing thoughts of changing what I made to better fit mainstream, but it immediately becomes counter-intuitive for me. I have always told myself, even if I am the only one who will ever love my art, I will have the utmost respect for myself for staying genuine to my own brand. Read more>>

Arleen Silva | Tattoo Artist

I value treating people the way I hope to be treated. It’s hard imaging what other people might be going through and the easiest thing you can do is be kind to someone. Especially when I’m tattooing a new client or meeting new people I feel it can really go a long way and at the end of day, even if it wasn’t reciprocated, you lose nothing. Read more>>