Don't ask "what should our values be?" Instead, identify the 5-10 things that are the reason you are succeeding. Codify those real, existing behaviors—like "speed above everything"—into your company's operating principles. This makes them authentic and effective.

The initial period of struggle and repeated failures, while painful, is what forges a resilient team and a strong, frugal company culture. These early hardships create shared experiences that define the company's DNA for years to come.

As a company grows, new hires lack the context of early struggles. To preserve the original culture, formally document and share stories of early failures, pivots, and near-death experiences during onboarding. This reminds everyone of the core principles that led to success.

Taza's founders established a mission and core values like "True Grit" and "Seriously Bold" at the very beginning. They attribute their longevity and ability to navigate crises directly to these principles, noting that their biggest business stumbles happened whenever they deviated from this North Star.

Instead of imposing top-down values, Gamma's CEO created a "notebook" of behaviors that team members organically praised in each other. These observed, authentic actions became the foundation of their culture deck, ensuring the values reflected reality.

Instead of defining values on day one, Roblox operated for years with its first 10-12 employees and then codified the principles that were already working. This observational approach is like paving paths where people already walk, ensuring values are authentic and adopted.

Setting values on day one often leads to inauthentic principles. A more effective approach is to operate the business, observe which behaviors are genuinely rewarded and cherished, and then name those emergent qualities as your official values, ensuring they reflect reality rather than aspiration.

A company's real mission is an emergent property discovered through its culture, not just declared. At Cloudflare, an engineer first articulated the mission of "making a better internet," which the initially skeptical CEO later embraced after realizing it described what they were already doing.

A-Frame's CEO argues that early-stage companies shouldn't try to manufacture a value system. The most effective and sustainable values are an authentic extension of the founder's own personal beliefs. Trying to fake it or hide what's important to you will ultimately fail.