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.

Elizabeth “Lizz” Redd

R-E-S-P-E-C-T, let me tell you what it means to me. My upbringing was heavily influenced by the culture of my Italian grandparents. Just as stereotypically portrayed in movies, we take respect seriously. Nothing is more important to Italians than family; family is the first community we learn about and we take care of our community. When you respect a person, you respect their whole family. You go to funerals and cook dishes for people you don’t even know to show your respect to their family.  Read More>>

Jenny Bee

The values that matter most to me are joy, connection, and sacred service. I believe we’re here to live fully—sensually, spiritually, and unapologetically—and to use our gifts to help others remember their power. I value communication, even when it’s messy, and beauty, not as something superficial, but as a frequency that heals and uplifts. Read More>>

Isabela Livingstone

The tattoo industry has historically been a male-centered space that suffers from a very insular culture, and remains oftentimes very damaging to female artists, queer artists, and artists on the spectrum. Consequently, many shops are workplaces that feel uncomfortable or unsafe for those groups. I have heard many horror stories from my artists, shop owners, and customers about their experiences in traditional tattoo spaces, everything from discomfort to assault. Read More>>