Starting a business is hard. Even if you’ve done it a few times. It takes a crazy amount of excitement and real vision to simply commit to making the leap, then after the high of “shiny and new” wears off, determination and continuous action must kick in to keep you going.
We’re now 11-months into AVRA Talent Partners. There have been three name changes, several rounds of figuring out our true product/market fit, and now we’re in the process of patching systems and refining our people product to deliver stellar results for our clients, every time.
Guidepost values
One hack I’ve realized that makes all of this a LOT easier, is creating a set of values, and words associated with those, that you use over and over. They’ll most likely transform, adapt and mature over time—but having 3-5 core values early on can act as guideposts along the blizzarding, mountain-climb that is getting to a viable and healthy company.

Well, the last twelve months have been a whirlwind, both full of exciting adventures, heartbreak, high highs and low lows.
If you can see me over that mountain of scarves you piled on to fight off San Francisco’s infamous summer chill, raise your hand… and if you can lift your arm with those three sweaters on, even better.
A few of us sat in a swanky restaurant, the air was warm and smelled faintly of the honeysuckle growing outside. Glasses clinked on the patio and a group of dilettante’s tittered over a handsome young waiter’s joke. The general mood of the place felt like a modern day Gatsby party… except to me. I was trying to keep my breath steady as a deep, angry blush crept up my neck as the man across from me continued… 
“Life isn’t fair” I remember this refrain being seared in my consciousness early on in life. It’s a bitter-sweet memory because I can still taste the knot of staunch injustice that gathered in the back of my throat when my mother would dish it out; at the same time, I’m grateful that the inequality of life was shown to me at a young age because I learned a valuable lesson that many adults I know seem to still have not learned.