Core principles aren’t just guidelines—they’re the foundation for building a sustainable, authentic business. Here’s how embracing these principles shifted my perspective on leading with intention.

by Edilsa Bueno, Founder at Bueno & Co.

"So what’s your drink?”

At Amazon, during onboarding and team-building exercises, employees would playfully associate drinks with specific leadership principles. An energy drink for Deliver Results, a house beer for Frugality, a draft cocktail for Invent and Simplify.  

I was a dirty martini.  

And no one was surprised—it embodied my insistence on the highest standards, both in work and life.  

When I think about core principles, I’m reminded of this moment at Amazon. Their leadership principles weren’t just values—they were a way of life. They helped internalize principles that shaped decision-making and culture. I carry that lesson with me to this day, especially now as we grow our brand.  

The process of defining our leadership principles has been a journey—a challenging but necessary one.

A Client Misalignment That Changed My Perspective  

Earlier this year, we started working with a client who knew they had data issues but wanted quick fixes. Their retention numbers seemed off, sales were down, and they were looking for a shortcut to turn things around.  

At first, the engagement seemed like a natural fit. We chose this client based on two key criteria that had guided our decisions up to that point: their ability to "Deliver Results,” a principle I carried over from Amazon, and my instinct, which I relied on to filter for “good people.” On the surface, they checked both boxes—a reputable brand and a team we felt comfortable collaborating with.  

But as we dug deeper, cracks started to show. Their priorities clashed with our process. Despite their awareness of their problems, they wanted immediate results, which was at odds with necessary long-term solutions. It became emotionally draining—not because the work was difficult, but because there was a disconnect in our values. We knew that without alignment on how we approached challenges, we were unlikely to make meaningful progress together.

That’s when I realized something important: our approach—choosing clients based on external markers of success and filtering them through instinct—was incomplete. It didn’t account for the deeper layers of compatibility required for a truly successful partnership.  

This experience was a wake-up call. It wasn’t enough to rely on instinct or metrics like F500 status. To grow Bueno & Co. sustainably, we needed to attract the right clients—clients who shared our commitment to long-term, data-driven solutions and valued transparency. Misalignment with core values doesn’t just lead to burnout; it can stall progress on both sides.  

That experience solidified our belief in the power of leadership principles—not just for guiding this business, but for creating alignment with the people we worked with.   

Leadership Principles: Old Idea, New Applications  

Leadership principles aren’t new. Amazon’s framework is one of the most famous examples, but companies like Netflix, DoorDash, and Intuit have famously also adopted their own sets of principles to guide decision-making. Today, 89% of companies have a formal set of corporate values.  

These principles serve as a north star, aligning teams and fostering cultures where people can thrive. Leadership principles provide a common framework for decision-making. A study by Harvard Business Review revealed that companies with clearly articulated leadership principles experience a 27% increase in cross-departmental alignment. When principles guide prioritization, teams focus on what truly matters. A study by Stanford Business School found that companies with defined principles had 33% lower employee burnout rates.  

Defining Our New Principles  

When I set out to define our own principles, I knew they needed to reflect not only what we stood for but also how we wanted to operate. It was a journey of self-discovery—a path that required more than just identifying values on paper. I needed to peel back the layers, confront what was being left unsaid, and uncover the truths that would shape our approach.  

The questions weren’t easy to answer: What were our desired outcomes? How did we want to make customers happier? Were we willing to compromise on the process that brought us to these conclusions?  

The answers came slowly, through introspection and trial and error. What we thought we were didn’t fully align with who we needed to become.

Over the course of building them, what stood out most was the principle of Assert and Guide. I had assumed our leadership style would lean more on guiding through collaboration and continuous learning. Yet, I realized we needed to lead with conviction and clarity—asserting a clear direction when necessary.

I had to trust that our values wouldn’t limit our growth, but rather, they would serve as a foundation for something greater. This wasn’t about simply defining principles—it was about stepping into a mindset of authenticity, clarity, and alignment with who we wanted to be. I wanted these principles to act as guiding forces, shaping our decisions, our relationships, and ensuring that our actions reflected our values.

A Compass for the Future

Now that I had a clearer understanding of our core principles, I knew the next step would be to set a strategic plan and put them into action. It wasn't enough to define these principles and let them sit on a shelf. We'd need to connect with the right people—clients, collaborators, and partners—who share similar values.

This would mean setting a strategic plan to foster connections and cultivate partnerships that support our growth.

But for now?

I’ll go back to that dirty martini.  

Want to set a foundation for how you think, act and make decisions? Explore our core principles and see if they resonate with you.