Sublime

our immortality projects are our values.

My Standard of Performance—the values and beliefs within it—guided everything I did in my work at San Francisco and are defined as follows: Exhibit a ferocious and intelligently applied work ethic directed at continual improvement; demonstrate respect for each person in the organization and the work he or she does; be deeply committed to learning a

The Warrior Ethos is taught. On the football field in Topeka, in the mountains of the Hindu Kush, on the lion-infested plains of Kenya and Tanzania. Courage is modeled for the youth by fathers and older brothers, by mentors and elders. It is inculcated, in almost all cultures, by a regimen of training and discipline. This discipline frequently culm

Applying ethics to leadership and management, Velasquez has suggested that managers should develop virtues such as perseverance, public-spiritedness, integrity, truthfulness, fidelity, benevolence, and humility.

it’s how I choose to live out my values around excellence, meaningful work, and meaningful relationships. If the people I worked with were primarily interested in making money, we would have conflicts whenever we had to choose between upholding our values and making an easy buck.

01 / The Moral Kernel

What is this brand for in the world? What values are non-negotiable? What worldviews drive decisions?

This isn't about "purpose", that's been hollowed out by marketing departments looking for emotional hooks. This is about moral philosophy. The deep beliefs about how the world works, what matters, what's worth defend

“When the standards have been set, things are tested and weighed. And the work of philosophy is just this, to examine and uphold the standards, but the work of a truly good person is in using those standards when they know them.” —EPICTETUS, DISCOURSES, 2.11.23–25

Second, authenticity: We must believe