We're built upon the principle of doing things differently by people that don't subscribe to the status quo or settle for good enough. Be proactive and think outside of the box in getting ahead of challenges and don't be afraid of change.

Every single person at Eco Toreda is screened for growth mindset. Growth leads to fulfillment, happiness, and success.

We can't do it all at once, but we can change things in small increments. Iteration really matters in growth, through experimenting and testing. The reality is that things change often and it's much better to iterate in small cycles and not over-index on long, drawn-out projects.

Growth happens with progress towards perfection. We hold ourselves back by trying to get it perfect when the fastest growth is incremental. We are not afraid to fail lightly, as long as we learn and don't repeat the same mistakes.

We do believe that perfection is possible. Even if it doesn't feel like perfection is attainable, we should still believe it; but we won't get there overnight.

There's a balance between challenging directly and caring personally. Be open with context and direct with your opinions, without being a jerk.

Don't manage up - say what you need to who you need; this helps us avoid a 'political work environment' where too much friction is created to get anything done. You're empowered to go directly to who you need and not go behind people's backs or talk to their managers—it's inefficient and creates a toxic culture.

Do what's best for the company; not what's best for yourself. We're ONE team.

Be direct and go direct. Say what you feel, be positive, optimistic, and assume good intent.

Context is important. Negative perception typically comes from missing the context behind a decision. Always assume, that if you have a negative opinion on something that happened, you're missing context. As we grow, there's so much context that isn't shared. If you're missing something, go to that person and ask for more context.

Transparency ultimately leads to efficiency, and our product enables ultimate transparency.

With big goals comes hard work, but time is too precious not to have fun along the way. We're a crew striving for greatness, transparency, respect; we aim to create a safe space to truly show up and be vulnerable, be bold, be daring, agree, disagree, laugh, cry, experiment, and play.

Not everything is urgent. If everything is urgent, then nothing is urgent. Consider our work with "qualified urgency" since everything we do should roll-up to our strategy.

Everyone is responsible for creating a great culture at Eco Toreda. We're all in this together. While not every minute of work can be gleeful, we should generally enjoy what we do and have fun with the people we work with.

A successful company creates value and, from that value, has the opportunity to give back to the world. A meaningful portion of that value we create is distributed to causes that benefit random parties going through adversity. We ensure that our crew and their families that are experiencing rough times are taken care of through internal acts of kindness.

Don't do it for the label or the recognition, do it for what happens after the action. What's the ripple effect and is there actually something positive being done? We can own this as a company and as individuals. Are we being net positive in our daily lives in and outside of work?