There are some decisions you make as a company that go beyond the mere consequences of the decision.
Whether or not you will send a notification to a customer when a contract is up for auto-renewal.
Whether or not you will require a credit card to do a free trial.
Whether or not you are going to hire that talented woman who has just informed you they are pregnant.
Whether or not you will let go that nice colleague who is under-performing.
Whether or not only managers are allowed to talk at company updates.
Whether or not you are going to raise the salaries or invest in the tenth project management tool.
We are used to think of culture, values, and principles as something very abstract, something intangible, something that reads nicely on the career page of the website. But the truth is that some decisions determine what a company stands for much more strongly and definitively than any two lines crafted by the most skilled copywriter.