In the latest episode of Start, Scale, Exit, Repeat: Serial Entrepreneur Secrets Revealed, Colin Campbell and Michele Van Tilborg discuss the significance of defining core values for startups, especially when scaling a company. They emphasize how essential it is to have strong, memorable core value statements that guide a company’s culture, leadership, and decision-making processes. According to Colin, these values aren’t just slogans on the wall; they’re the guiding principles that keep a company aligned, much like the guardrails that help keep a bowling ball on track, so he created a custom GPT to help founders identify what’s most important to them when hiring.
For entrepreneurs—whether solo or managing a growing team—defining and living by core values is key to scaling a company sustainably.
The episode features practical advice on how to create core values using AI tools like startup GPTs. Michele shares her own experiences leading Paw.com, a company she joined as CEO earlier this year, and reflects on how their team can benefit from implementing clearly defined values. Together, they explore how meaningful core values not only drive motivation but also help attract the right talent—people who resonate with a company’s mission and are more likely to contribute to its long-term success.
Colin also highlights the personal connection founders should have with their company’s values. He suggests that personal core values often reflect into the business, making them vital for creating a cohesive, productive environment. Whether it’s “Comfort for Pets, Style for Homes” or “Doing Good Means Doing Better,” the importance of these statements lies in their ability to be remembered and lived by every team member.
For entrepreneurs—whether solo or managing a growing team—defining and living by core values is key to scaling a company sustainably. As discussed in the episode, culture can make or break a business, and a strong set of guiding principles ensures not only the alignment of the team but also the ability to weather challenges as the company expands.