A great brand is a story that never stops unfolding.
Just figure out what your personal values are then just make those the corporate values.
If someone is self-aware, then they can always continue to grow. If they're not self-aware, I think it's harder for them to evolve or adapt beyond who they already are.
Without conscious and deliberate effort, inertia always wins
Get the culture right, and everything else just falls into place.
Most companies are very quick to hire and slow to fire, when really it should be the other way around.