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.

Lindsey Collins | Wedding Planner & Event Specialist

The value that matters most to me and my brand is authenticity. If I’m not bringing my truest self to the table with each event, then I’m not honoring myself or portraying my business correctly. I chose the name “Bearcat” because it means “a lively, spirited woman, possibly with a fiery streak.”  Read more>>

Dakota Poorman | Country Artist

Being the most authentic artist I can be. I’ve noticed over the years, people hate BS. They hate being lied to. I’m the same person on stage, as I am off stage. I feel like if you’re gonna sing about trucks and backroads and all that other stuff, it better be real. Read more>> 

Akeara Williams | Photographer & Graphic Designer

I stand by being authentically me. Accepting that even with years of experience, I still have so much more to learn. I still have so much room to grow. The greatest principle as an artist, for me, would be knowing that being able to share my work is the reward. Read more>>

Vetrica Taylor | Executive Chef

Honesty. I have customers who ask what’s all in a certain food item. I have customers who don’t eat pork, allergic to shellfish or have an intolerance to certain foods. Instead of trying to make a sale, I always tell them the truth about any product that I sell. Read more>> 

Tyler Gilbert | Musician & Songwriter

What has always been the most important factor that I hope to never forget is the reason why I started making music. The love of creating music is number one to me, creatively I dont make decisions based on what I think will sell. Read more>>

Mallory Dumond | Travel Advisor

In a time of rapid change and evolving business landscapes, one enduring quality stands out to me above others – integrity. Characterized by honesty and unwavering moral principles, integrity is not only a personal virtue of mine, but also a critical part of my business success and is the foundation of success anywhere. Read more>>

Jaimee Davis | Insurance Agency Owner and Mentor

Accountability has been a core value for my entire life and continues to strengthen as I grow and develop. When a person has or displays accountability in their life it shows to me humility. It’s the ability to show up when you promise, be forth coming with your errors, and creates a stability within relationships as the other party knows what to expect. Read more>>

Sean Moran | Financial Advisor

The most important thing is to help others get what they need and help them achieve their goals. This is the idea behind our motto verse which is “Honor the Lord with your wealth, with the first fruits of all your crops. Read more>> 

Orisha Bowers | Founder and Executive Director

The value that matters to me most is that every person is born with autonomy over themselves and their lives. We can’t give it or take it away. However, we can honor it to the best of our ability as providers of services. Read more>>

Heather Carpenter | Photographer & Videographer

I deeply value giving back to the community in the areas I am most passionate about. I believe that God gives us each gifts and talents and that we should use those to honor Him and to serve others. Read more>> 

Rachel Moore | Wedding and Portrait Photographer

In my work and in my life, I seek to live by the mantra of searching for what’s true, good, and beautiful. It’s a challenge for my perspective and one that can turn a glass half-empty into half-full. In the context of my work, that means coming along side my clients in whatever season of life they’re in and using photography to highlight the good. Read more>>  

Claudia Caballero | President & CEO of Centro Hispano de East Tennessee

One of my deepest core values is courage—courage to be who you’re supposed to be, who you’re meant to be. I build relationships and teams around that, the authenticity in people’s souls. Read more>>

Samaria Leach | Community Leader, Advocate, Business Owner & Mother

Love is something that I value the most. I believe that love can change the world and love makes a difference in the world. “Love is a great gift, cherish it, share it and make this world a better place with the love you have to give.” Read more>>