A great brand is a story that never stops unfolding.

I think the most important thing is just if you hire people whose personal values match the corporate core values - and not just the stated ones.

Your brand is your culture.

Every employee can affect your company's brand, not just the front-line employees that are paid to talk to your customers.

Without conscious and deliberate effort, inertia always wins

A lot of people realize "I don't have to work in this job that I'm miserable at every year, or every day, and I don't have to live in, for example, New York City where it's super expensive and if I live somewhere else that is less expensive and could pursue my passion like, I can afford to do that."

Just figure out what your personal values are then just make those the corporate values.