Don’t start a business without having first clarified your values. When we talk about our values from a business-building perspective, we mean “who we are and what we stand for”. This is our mission that guides us through the different steps, be they preparatory, launching, communications, marketing, maintaining, upgrading, and so on. We define our values prior to having clarified our business concept, i.e. before we start working on the type of business we will have. Since we are the ones who are creating our own business, it makes sense to instil into our new business values that equally apply to our personal