We’ve always believed that forming a strategy is impossible until you’re 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.

Ivonne Camacho | CEO/Creative Director specializing in Luxury events, PR of Fashion, Music and Film

Integrity. Being in the fashion industry for over 25 years I have worked in countries all over the world. Kong Kong, Japan, Korea, Taiwan. Sri Lanka, India and all of Europe. Each country has it’s own rhythm. I loved how each country I worked in would start it’s business day. What their values were and high on their priority. Plus Integrity showed when production was late and how each country would handle it. I have since learned how people today in social media take advantage of so many by stealing their ideas and claiming it as their own. Integrity is number one for me and my brand. Read more>>

Denise Campbell | Marketing Specialist

We live in a world where we constantly feel compared, whether by self or society and pressured to show up as someone else. For this very reason, I am consciously guided by authenticity. “Your time is limited, don’t waste it living someone else’s life”. I truly believe that we can put our best mark on the world if we represent the real and genuine version of ourselves. I take pride in being honest and sincere and look forward to the moments when it is reciprocated. In the most recent months, I have been focusing on doing the things I love, because life is too precious to spend it doing anything else. I want to always ensure that I am being truthful to others but especially to myself. Read more>>

Katie Ceravolo | Social Media Strategist

What value matters most to me is passion. Without passion, you will slowly start to lose your sense of meaning. It sounds extreme, but it’s true. The human mind works in ways that we may not fully understand, or take the time to understand, but deep down we all know how it feels. To work through the flows of life, to accept the ways things are and to sort of glide through the days without complaining too much or feeling too badly. Of course, there are good days and there are bad. However, each day, whichever one you’re going through, needs passion. Passion shows commitment, determination and courage. We all have different paths but one thing stays true for all: if you don’t feel it deep down to your core, you’ll get lost. Even on my happiest days, if I wasn’t thrilled with what I was doing or saw the worth in it, I lost myself. That’s why I need to feel everything so much passion, to get through it and to feel whole. Read more>>


Trust is the force that moves relationships. I think that people can have a lot of technical knowledge, but if they are not trustworthy, their results will not be sustainable over time. Confidence is a skill that can be worked on and developed; not only from the character and the essence, also from the behaviors, the competences and the results. In personal and professional life, progress is faster when there are high levels of trust; processes are slower when confidence is low; Therefore, if we want others to trust us, we must consciously work on our levels of self-confidence and on the best way to extend trust to others. Read more>>

Izabela Bos | Founder & Chief Executive Officer of Simply Luna

When creating the brand, Simply Luna, we wanted to ensure this was not just a brand or logo everyone remembered. We wanted a sense of community, acceptance, and confidence that the brand could introduce into our Luna Babes wardrobes. Additionally, we wanted to ensure every Luna Babe had our value of unity in what they did, how they felt, and what they cast out to those around them. The principle of unity may seem very broad to most, but it drives us to become confident. This confidence brings out a glow in most, growth in accomplishing goals, and happiness that makes one stand out in any room. Read more>>