Everyone says they have values in business.

Very few actually stick to them.

In this episode, I break down the reality behind “values” - where they came from, why they’ve become such a big thing in modern business, and why most founders abandon them the moment they’re tested.

We get into the psychology behind it too - from cognitive dissonance to loss aversion - and why it’s actually predictable that people compromise what they believe in under pressure.

I also share my own experience of letting the wrong people into my business, knowing they didn’t align, and the impact that had - not just on the work, but on me.

Because this isn’t just about principles.

It’s about what you tolerate… and what that’s quietly turning your business into.

If you’ve ever felt like your business doesn’t quite reflect who you are anymore - this one’s for you.