PRINCIPLED

Principled people and companies express unshakable bravery. Even when they’re being polite, they’re willing to stand their ground when they need to. By sticking to principles, they show that they’re steadfast and reliable leaders, confident and balanced as they approach the unknown. Helpful descriptions might include balanced and tough. Maybe even blunt, when necessary.

What it looks like

We know when to stand our ground, and we know when to flex. When new situations demand we think outside the box or take a risk, we’ve got a north star that guides us, informs us, and keeps us confident. We exude balance, confidence, and sharp honesty in our interactions.

What it doesn’t look like

We never budge on anything. We shoot down ideas or possibilities because they’re outside the scope of what we’re familiar with. We’re inflexible and not interested in something that wasn’t our idea.

Words that brought us here

Courageous, Spirited, Contrarian, Thought leader, Honorable, Dignified