1. We Lead with our vision statement : A vision statement describes an ideal vision of the impact a company will have on the world. When we started Hotjar, our vision statement was to “change the way the web is built by democratizing analytics and feedback.”

2.Company values are the principles that support this vision: before you can articulate effective company values, you need to think about what impact your company can have on people (even if it’s a tiny niche) and write a sentence that sums up that ideal scenario.

3. We Keep our values unique : We’ve all heard values like ‘think big’ or ‘be curious’ from a handful of giants like Netflix and Amazon; it’s not unusual that smaller companies are influenced by them and end up having pretty much the same values.

But an effective company value should be unique to our company and experience. It’s easier to hide behind sweeping formulas that sound great but don’t really apply to you—so if you are a 100% profit-driven organization, embrace that. Use values to make sure you hire people that think the same, unique way.

4.We Make values simple to understand and remember : There’s no point crafting the perfect set of values if nobody in your company can recall them. A short, bullet-point list of simple, single-sentence values will be easier to remember in everyday working life and help guide your teams’ decisions.

For example, right now our longest company value (be bold and move fast) is just five words long.

5. We Evolve values over time : When your company grows, the values you wrote early on might not be completely relevant to where you have arrived. As new opportunities and challenges arise, you may need to update your values. You’ll see what I mean in the next section: dynamics change as the number of employees grows, and different things become more or less important.

6.Re-examine company values as your team grows : get feedback from existing employees to help guide the process.

7.Levelling The Playing Field : Levelling the playing field for institutes and companies to connect regardless of size, prestige or location.

8.Personal Approach : Providing a personal approach to university-industry matchmaking through our embedded relationships and in-house STEM experts

9.Building A Community : Building an international community of the brightest minds and decision-makers.