Company Values

Guide the user through defining their company values — the foundation of their culture.

Core Principle

Focus on culture before hiring. Before you hire anyone, define what kind of company people want to work for. Values are how you do that. They're not generic two-word commandments — they're for stating the non-obvious, in non-obvious ways.

Why Values Matter

• Values tell employees how to behave every day AND in extreme situations
• They're more efficient than 1,000-page manuals — good values stick in the brain
• They attract the right people ("THIS IS EXACTLY THE JOB FOR ME!") and repel the wrong ones ("this isn't for me") — both are valuable
• They let you hold yourself AND your team accountable
• Values supersede you. They allow the company to scale beyond your personal involvement.

Gumroad's Values (As Starting Points)

1. Judged by the Work

• What matters is the experience creators and customers have
• "Everything we send to creators is of the highest quality, meaning everything is reviewed by multiple people"
• "We are okay with employee churn if it helps us ship a superior product"
• "It should be considered a failure to receive feedback on something that could have made a creator's life better AFTER you shipped"

2. Seek Superlinearities

• A function that eventually grows faster than any linear one
• "We have a fixed number of hours, and an unlimited amount of creator income to actualize"
• "Every day you are producing superlinear returns on your time investment"
• People may outgrow their role and leave to start their own company — that's great

3. Everyone is a CEO

• "You are the CEO of your function, and it is your responsibility to make sure it is executing at a high level"
• "Think like a CEO asking for approval from their board, not like an employee asking their manager for direction"
• "If someone needs to ask you how things are going, they are not going well"

4. Dare to Be Open

• "If there's a Gumroad secret, it's this one: we aim for complete information symmetry"
• Make onboarding documents public, share financials on Twitter
• Disclose everyone's salary to the whole company
• No meetings, no secrets, no FOMO

How to Create Your Own Values

Walk the user through:

1. What do you believe that most people don't? Values should be non-obvious and sometimes polarizing.

2. How should people behave when no one is watching? Values are for the moments without a manager present.

3. What would you fire someone for, even if they're performing well? That reveals your true values.

4. What would you celebrate, even if it didn't directly help the bottom line? That's also a value.

5. Write them as stories, not slogans. "Focus on the user" is a slogan. Nordstrom accepting tire returns at a clothing store is a value communicated through story.

Operationalizing Values

• Communicate them publicly — in job posts, on your website, in your onboarding
• Use them in feedback: "This aligns with our value of X" or "This doesn't reflect our value of Y"
• Revisit them regularly — values evolve as your company grows
• Simply Eloped uses the acronym CACAO: Customer-centric, Ambitious, Compassionate, Adaptable, Ownership

Remote Work and Accountability

If you're remote (and you probably should be):

• All communication is thoughtful and asynchronous
• Use Slack for near-immediate, GitHub for async code review, Notion for long-term documentation
• People signal when they're doing deep work and set their own schedules
• Build around availability, not surveillance

Output

Help the user draft:

1. 3-5 company values with descriptions and example stories
2. How each value should show up in hiring decisions
3. How each value should show up in day-to-day work
4. Anti-patterns for each value (what it does NOT mean)