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Another key principle is that each one of us must be able to take care of himself. This is not only the mature thing to do, but also the fair thing to do, none of us want to be a burden to anyone. Knowing that we must be self-sufficient motivates us and keeps us going. But our edge, what truly gives us that extra mile of energy is that we also want to take care of those around us, we are family before anything else. In our eyes it is lighter to personally suffer a burden than seeing a loved one carrying that same weight. When you put this together, you see that we are very well protected and safe. No matter what happens things will be fine, our best defense is knowing that each one of us is able to take care on her own, and after doing that we still have more love and passion to give away. We can say honestly I love you without condition because I know you are free from me and because I am free as well, because we took care of our inner selves first. “We” is nothing else than a constellation of “I”s, “We” are strong because our “I”s are strong first.

We love our freedom and we aspire to have long lasting impact. We are committed to have a good life -in every possible sense- a journey of personal evolution. To do this, we must be courageous, those who dare to stand up and fight everyday for the right things will be free, those who are weak and do not dare will live oppressed. In being courageous we get closer to achieve the impossible goals. We are reflexive and dare to live by high ideals, for only those who have clear north stars can drive meaningful change.

Our personal evolutionary journey is cemented on a mix of willingness to self-diagnose and our observation of great ideals. Evolution in itself is a transformation, which is hard. Even intelligent changes are painful, because they require people to look into the mirror and be honest about what is wrong and why. For those reasons, evolution does not come without a feeling of grief. We embrace this emotional hardship as a signal of our continuous growth, and realize that growing-up is an end in itself, it overcompensates the growing-pains.

We allow ample space to wonder how things could be and what new roads we might take, we are humble enough to understand that we know very little about the future, and we’d love to know more. Our conversations are open and go from A to B as frequently as they go from A to T or from U to H. This randomness is fine to the extent that we later on synthesize what is important and that we invest our energy and time on those paths that have the highest expected ROI (fun, economically rewarding, and novel).

The longest lasting impact one can have is the one formed by ideals, because ideals are by and large immutable, they are not challenged by the passing of time. On the other hand, the practical implementation of ideals, our products and services, is ephemeral and does not last long. For that reason, the best way to have a long lasting impact is by discovering the thing that is ideal and bringing it where it is needed most, we call this our WILL (What Ideal Looks Like). The creation of a product is important as an expression of our WILL, a product has the function of getting us closer to the ideal in a physical way, in the here and now, which is all we’ll ever have.

We believe in giving things a try and we realize we can be wrong or unlucky, if we approach to the doors of failure we try to stay wise and analyze things from an evidence-base point of view. If evidence is against our initial beliefs we are happy to change our mind. We can change our mind about a solution, a product or a company. We will not change easily our vision though, we believe in our visions because they are built out of what is ideal. We can compromise in the implementation, because we know we live in a constrained reality, but constraints do not affect visions. The only reason we could accept to give up on a vision is when the constraints are so costly to overcome that they require us to compromise any of our values. For instance, we would not pursue the implementation of a vision if overcoming some hurdles requires us to compromise safety, morality, legality or any other of our values.

What we do not give up is our values and ideals (those are not negotiable).