My model for business is the Beatles. They were four guys who kept each other's kind of negative tendencies in check. They balanced each other and the total was greater than the sum of the parts. That's how I see business: great things in business are never done by one person, they're done by a team of people.

Steve Jobs

Apple Co-Founder

We as a business can decide how we want to conduct our business. We want to be both aspirational and inspirational. And have a social conscience while we're doing it.

We perform random acts of kindness on an individual and corporate basis. Our lives are complicated, busy and overwhelming enough. No one has time. We refuse to believe that. The smallest acts are the ones that has the most impact. We believe in paying it forward. Period.

Our moral principles are based on the traits of integrity, communication, loyalty, honesty, courage, passion, humbleness, humor and enthusiasm.

We can push efficiency, productivity and profitability. But we can also push imagination, creativity and maintaining a child's sense of wonder at the world. Both are equally important and vital to be successful.

We're shameless enough to admit that we will use any great ideas, thoughts and processes that makes us a better company. And we'll give credit where credit is due.

We value education, transparency and collaboration in our business practices, our products and our interaction with our employees and our consumers. For us, education is a lifelong process no matter what school you attended. Or didn't. Street smarts is as important as book knowledge. Being transparent means we do what we say. And we say what we do. We might stumble and fall, but you'll see how we do it and how we'll get back on our feet. Our ultimate success will be based on the human relationships we foster and grow with our employees and our consumers.

We will become greener as we grow and as modern technology provides us with better ways to reduce our carbon footprint. We're still a small business with limited resources so we make conscious decisions about which eco-friendly practices and products we're adapting. As we grow (and we definitely plan to, trust us!), we plan to shift our focus from acting on a local level to a global one. And we want you to join us on this journey.