Tell us about your team, your origin story, and your company's mission, purpose, and values. This is the foundation of your culture messaging—the "why" behind your business that differentiates you from competitors who just do the same work cheaper.
People don't just buy services. They buy from people they trust. Your origin story, your mission, your values—this is what makes someone choose you over three other contractors with similar portfolios or three other CPAs with the same credentials. This becomes your About page, your team bios, your culture content, and the emotional core of your brand.
Don't give me corporate speak. "We strive for excellence" is garbage. Tell me the real story. Why did you start this business? What keeps you up at night? What kind of team are you building? The more honest you are, the more powerful the messaging becomes.
Your origin story becomes your About page and your founder bio. Your mission becomes your homepage hero. Your values become hiring criteria and team culture content. This isn't touchy-feely—it's strategic differentiation.
Fill out the GHL form. These answers feed into your Codex and get pulled into every piece of culture messaging we create.
Yes, we're doing a Vision Culture workshop. I'll pull the real story out of you, push you to get specific, and help you articulate what you've been feeling but haven't put into words. But if you show up with rough answers, we're refining gold. If you show up blank, we're mining from scratch.
Your basic site told people what you do. This process tells them who you are and why it matters. This is the difference between "we're another option" and "we're the obvious choice for people who value what we value."
I've done this 100+ times. I know how to extract your story, clarify your mission, and articulate your values. But I can't invent them. You've lived this. You've built this team. You know what matters. Write it down. We'll make it powerful together.
What we need: Everyone who's client-facing or plays a key role. Names, official titles, email addresses.
Why it matters: This becomes your Team page. We're creating individual bios, highlighting expertise, building credibility through depth of talent.
Contractor example: "Mike Johnson - Owner/Lead Designer, Sarah Chen - Project Manager, Dave Martinez - Production Manager, Tom Riley - Lead Carpenter, Jennifer Adams - Interior Selections Specialist"
Accountant example: "Jennifer Smith CPA - Managing Partner, Tom Williams CPA - Tax Director, Lisa Anderson - Outsourced Accounting Manager, Robert Chen EA - Tax Senior, Maria Rodriguez - Client Services Lead"
Include support roles: If your admin handles all client communication, she's on the team page. If your lead carpenter is the one clients see every day, he's on the team page.
What we need: Total clients served (estimate if needed) and founding year. This becomes credibility proof.
Why it matters: "Serving Denver homeowners since 2008" or "Over 500 businesses served" creates instant credibility.
Contractor example: "Founded 2011, over 400 projects completed" or "Est. 1998, 27 years serving the Twin Cities"
Accountant example: "Founded 2015, 200+ business clients" or "Serving local businesses since 1987, over 1,000 tax returns filed annually"
Be honest: If you're new, own it with context: "Founded 2023 by industry veterans with 40+ combined years of experience."
What we're looking for: The real story. What were you doing before? What made you start this business? What early wins or struggles defined you? What milestones matter?
Why it matters: This is your About page. People connect with stories, not timelines. The more human and specific, the better.
Contractor example: "I spent 12 years working for big production builders watching homeowners get cookie-cutter solutions that didn't fit their lives. I started Apex in 2011 with one truck and a commitment to actually listen to what clients wanted. First year, we did 8 projects—all referrals. By year five, we'd built a team of craftsmen who cared as much about the details as I did. Today we're 15 people strong, and we've never advertised because our work speaks louder than we ever could."
Accountant example: "I worked at a Big Four firm for seven years doing tax work for Fortune 500 companies. Great experience, but I watched small business owners get terrible advice from cheap accountants or struggle alone with QuickBooks. Started my practice in 2016 with three clients—all business owners I knew personally who were tired of filing taxes without any real strategy. Built our outsourced accounting service in 2019 when I realized businesses don't just need tax prep, they need real financial infrastructure. Now we serve 80+ businesses and our outsourced clients stay with us an average of 4+ years."
What makes a good origin story: Problem you saw, decision to start, early struggle or win, growth milestone, what drives you today.
What we're looking for: The human side. Are you married? Kids? What do you do when you're not working? What are you passionate about?
Why it matters: This goes in your founder bio and team bios. People want to work with humans, not robots. Shared interests create connection.
Contractor example: "Married to Rachel, two kids (Emma 12, Lucas 9). When I'm not on job sites, you'll find me coaching Lucas's baseball team or attempting to keep our 1978 Bronco running. Obsessed with mid-century modern design and finding vintage tools at estate sales."
Accountant example: "Husband and dad of three. Volunteer tax prep for low-income families every January through VITA. Runner (13 marathons and counting). Coffee snob who roasts my own beans and bores my team with tasting notes."
Be real: The specificity is what creates connection. "I like spending time with family" is nothing. "I coach my daughter's soccer team and we're finally learning not to bunch up around the ball" is human.
What we need: What are you trying to accomplish? What's the goal? What would success look like?
Why it matters: Your mission is directional. It's what you're building toward. It anchors your strategy and gives your team a North Star.
Contractor example: "Transform Denver's approach to home renovation by proving that custom design-build doesn't have to mean six-month delays and cost overruns. We're building a reputation for finishing on time and on budget while delivering work that actually improves how families live in their homes."
Accountant example: "Help 100 local businesses build financial infrastructure that enables growth without chaos. Most businesses are flying blind with messy books and no real strategy. We're changing that by providing outsourced accounting that actually drives decisions, not just compliance."
Not a mission: "Provide exceptional service" or "Be the best in our market." Those are empty. A mission is specific, achievable, and meaningful.
What we need: The deeper why. Why does this work matter to you? What impact are you trying to create?
Why it matters: Purpose is emotional. It's why you started and why you keep going when it's hard. It attracts team members and clients who share your values.
Contractor example: "Homeowners get taken advantage of in this industry constantly. Bad contractors, hidden costs, shoddy work covered up with pretty pictures. I do this because families deserve better. They're investing their savings into their homes—they deserve honesty, craftsmanship, and someone who treats their project like it matters."
Accountant example: "Business owners shouldn't have to choose between growth and financial chaos. I've watched too many great businesses fail because they didn't have real numbers to make decisions with. We exist to give business owners the same financial clarity that big companies have, so they can scale without losing their minds."
Purpose vs Mission: Mission is what you're building. Purpose is why it matters.
What we need: 3-5 core values that define how you operate and who you hire. Not aspirational garbage—real values you'd fire someone for violating.
Why it matters: Values become hiring criteria, team culture anchors, and client-facing differentiation. They're only real if you'd actually fire someone for violating them.
Contractor example: "Ownership - If you see a problem, you fix it. No waiting for someone else.Craftsmanship - If you wouldn't put it in your own home, don't put it in a client's.Clear Communication - Surprises are for birthdays, not construction projects.Continuous Improvement - If we did it the same way for 5 years, we're falling behind."
Accountant example:"Radical Accuracy - Close enough isn't good enough when it's someone's financial future.Proactive Partnership - Don't wait for clients to ask—anticipate what they need.Simplify Complexity - If the client doesn't understand it, we didn't explain it well enough.Build Systems - Every process should be documented and improvable."
Test for real values: Would you fire someone who violated this? If not, it's not a real value.
This workshop builds your culture foundation. The more honest and specific you are, the more powerful your messaging becomes. People buy from people they trust. Give them a reason to trust you beyond just your portfolio.
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